Pengaruh Content Marketing Dan E-Marketing Melalui Live Streaming Tiktok Terhadap Keputusan Pembelian
(Studi Kasus Pengguna Aplikasi TikTok Di Kaliabang Bekasi)
DOI:
https://doi.org/10.61722/jiem.v3i8.6229Keywords:
Content Marketing, e-marketing, TikTok, purchasing decisionsAbstract
With the rapid development of global marketing, businesses are required to design digital marketing strategies to support conventional marketing. This study aims to determine the influence of content marketing and e-marketing through TikTok live streaming on purchasing decisions. The method used in this study is a quantitative method with a positivist approach to test the hypothesis and analyze the influence of independent variables on dependent variables through mediating variables. The results of this study indicate that Content Marketing (X1) and E-Marketing (X2) have a significant influence on both the Live Streaming (Z) variable and the Purchase Decision (Y) variable.
References
Amalia, C. D., & Lubis, E. E. (2020). Pengaruh content marketing di Instagram stories@ lcheesefactory terhadap minat beli konsumen. Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial Dan Ilmu Politik, 7(1), 1–11.
Aprilianti, A. A., & Donni, J. (2018). Pengaruh E-Marketing Terhadap Keputusan Pembelian Konsumen Menggunakan Jasa Pt . Fres Indonesia Wisata the Influence of E-Marketing on Consumer Decisions Using Pt . Fres Indonesia Wisata Services. E-Proceeding of Applied Science, 4(3), 1041–1044.
Bening, B., & Kurniawati, L. (2019). The Influence of Content Marketing toward Customer Engagement of Tokopedia User in Yogyakarta. Proceedings: The International Conference on Technology, Education, And Science, 1(1), 138–148.
Cara TikTok Shop Habisi Bisnis Ecommerce - YouTube. (n.d.).
Coviello, N., Milley, R., & Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive-marketing, 15(4), 18–33.
Dewi, A. M. (2018). Ekonika : Jurnal Ekonomi Universitas Kadiri, 3(1), 1. https://doi.org/10.30737/ekonika.v3i1.78
Digital 2023: Indonesia — DataReportal – Global Digital Insights. (n.d.).
Dwi Santy, R. (2018). THE IMPACT OF POINT OF PURCHASE ON THE PURCHASE DECISIONS (CASE STUDY AT GIANT HYPERMARKET BANDUNG).
Eka, D., & Fikriyah, K. (2023). Pengaruh Live Streaming dan Online Customer Reviewterhadap Keputusan Pembelian Produk Fashionmuslim. Edunomika , 7(1), 1–11.
Ernawati, R. (2021). Analisis Pengaruh Promosi, Harga, dan Citra Merek terhadap Keputusan Pembelian pada Situs E-commerce Zalora di Jakarta. Business Management Analysis Journal (BMAJ), 4(2), 80–98. https://doi.org/10.24176/bmaj.v4i2.6663
Fadhilah, F., & Saputra, G. G. (2021). Pengaruh content marketing dan e-wom pada media sosial tiktok terhadap keputusan pembelian generasi z. INOVASI: Jurnal Ekonomi, Keuangan Dan Manajemen, 17(3), 505–512.
Fauziah, R., & Wahdiniwaty, R. (2020). The Process of Product Purchasing Decision Through E-Marketing. Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Economics, Business and Management Track (ICOBEST-EBM 2019), 112, 125–129. https://doi.org/10.2991/aebmr.k.200108.030
Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019–1041. https://doi.org/10.1108/INTR-03-2019-0082
Huda, I. U., Karsudjono, A. J., & Darmawan, R. (2021). Pengaruh Content Marketing Dan Lifestyle Terhadap Keputusan Pembelian Pada Usaha Kecil Menengah Di Media Sosial. Al-KALAM JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN, 8(1), 32. https://doi.org/10.31602/al-kalam.v8i1.4156
Indrianna Meutia, K., Widjarnarko, W., Ekonomi dan Bisnis, F., & Bhayangkara Jakarta Raya, U. (2021). Journal of Technopreneurship on Economics and Business Review Dampak Brand Image dan Harga Terhadap Keputusan Pembelian Produk Miniso. 02(02), 75–87.
Karr, D. (2016). How to map your content to unpredictable customer journeys. San Francisco: Meltwater.
Kotler, P. (2017). My adventures in marketing: The autobiography of Philip Kotler. Idea Bite Press.
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6), 1–17. https://doi.org/10.3390/info12060241
Lestari, S. R. I. (2021). Pengaruh Live Streaming, Brand Awareness, Desain Web dan Brand Image Terhadap Keputusan Pembelian Pada E-Commerce Shopee di Jakarta Pusat. Sekolah Tinggi Ilmu Ekonomi Wiyatamandala.
M, G. K., Rachmadini, N., & K, K. F. (2019). Pengaruh Iklan Online Naratif Move on Trip terhadap Sikap Penonton Media Sosial Youtube. PETANDA: Jurnal Ilmu Komunikasi Dan Humaniora, 1(2), 90–96. https://doi.org/10.32509/jhm.v1i2.831
Mahardini, S., Singal, V. G., & Hidayat, M. (2022). Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta. Ikraith-Ekonomika, 6(1), 180–187. https://doi.org/10.37817/ikraith-ekonomika.v6i1.2480
Milhinhos, P. R. V. (2015). The impact of content marketing on attitudes and purchase intentions of online shoppers: the case videos & tutorials and user-generated content.
MUDZAKIR, S. (2022). PENGARUH CONTENT MARKETING DAN KEPERCAYAAN KONSUMEN TERHADAP MINAT BELI PADA TIKTOK SHOP.
Narimawati, U., Sarwono, J., Sos, S., Affandi, H. A., & Priadana, H. M. S. (2020). Ragam Analisis dalam Metode Penelitian: untuk Penulisan Skripsi, Tesis, & Disertasi. Penerbit Andi.
Natasia Pakpahan, R., Warneri, & Budiman, J. (2022). Pengaruh Penggunaan Paylater Dalam E-Marketing Terhadap Perilaku Pembelian Impulsif Mahasiswa Pendidikan Ekonomi FKIP Untan. Jurnal Pendidikan Dan Pembelajaran, 11(2020), 2715–2723. https://doi.org/10.26418/jpkk.v11i9.57906
Novianti, K. (2020). Pengaruh Digital Marketing, Brand Awareness dan Word of Mouth Communication terhadap Keputusan pembelian di Shopee (Studi Kasus pada Mahasiswa di Daerah Istimewa Yogyakarta). STIE YKPN.
Paranita, D. (2019). Penggunaan Fitur Live Streaming Sebagai Strategi Content Marketing Pada Aplikasi Belanja Online (Studi Kasus Fitur Shopee Live). https://lontar.ui.ac.id/detail?id=20499561&lokasi=lokal
Pramita, A. (2016). Periklanan dan Komunikasi Pemasaran Terpadu. Cetakan Pertama, Tanggerang: Ramdika Prakasa.
Priansa, D. J., & Suryawardani, B. (2020). Effects of E-Marketing and Social Media Marketing on E-commerce Shopping Decisions. Jurnal Manajemen Indonesia, 20(1), 76–82. https://doi.org/10.25124/jmi.v20i1.2800
Rahman, T. (2019). Pengaruh Content Marketing Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening (Studi Pada Konsumen Caffe Go-Kopi Di Kota Malang). Skripsi Respositari UIN MMI Malang, 1–147.
Rahmayanti, S., & Dermawan, R. (2023). SEIKO : Journal of Management & Business Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya. 6(1), 337–344. https://doi.org/10.37531/sejaman.v6i1.2451
Risnawati, R., Chamidah, N., Komunikasi, I., Muhamadyah, U., Ilmu, P., Universitas, K., Cirebon, M., Ilmu, P., Universitas, K., & Cirebon, M. (2022). PENGARUH WORD OF MOUTH MENGENAI LIVE STREAMING TIKTOK SHOP TERHADAP KEPUTUSAN PEMBELIAN. 1(2), 131–143.
Setyawan, R. A., & Marzuki, Y. (2018). Survei Aplikasi Video Live Streaming dan Chat di Kalangan Pelajar. PROSIDING SEMINAR NASIONAL & INTERNASIONAL, 1(1).
Sugiyono, S. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, CV (p. 147).
Sugiyono. (2015). Metode Penelitian dan Pengembangan Pendekatan Kualitatif, Kuantitatif, dan R&D , (Bandung: Alfabeta, 2015), 407 1. In Metode Penelitian dan Pengembangan Pendekatan Kualitatif, Kuantitatif, dan R&D.
Sugiyono. (2018). Metode Penelitian Kombinasi (mixed methods).
Susan, G. (2011). 30-Minute Social Media Marketing. United States: McGrawHill Companies, 56.
Syahrir, D., Yulinda, E., & Yusuf, M. (2020). Aplikasi Metode SEM-PLS dalam Pengelolaan Sumberdaya Pesisir dan Lautan. PT Penerbit IPB Press.
Why a Live Streaming Strategy is a Must-Have for Marketing. (n.d.).
Wiratna, S. V. (2018). Metodologi Penelitian Bisnis dan ekonomi pendekatan kuantitatif. Yogyakarta: Pustaka Baru Pers.
Yan, M., Kwok, A. P. K., Chan, A. H. S., Zhuang, Y. S., Wen, K., & Zhang, K. C. (2022). An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers’ buying impulse. Internet Research, ahead-of-p(ahead-of-print). https://doi.org/10.1108/INTR-11-2020-0625
Zaenuri, M., & Widyastuti, T. (2021). Ecoprint Bangkit Saat Pandemi Covid 19 Di Kota Yogyakarta. Prosiding Seminar Nasional Program Pengabdian Masyarakat.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 JURNAL ILMIAH EKONOMI DAN MANAJEMEN
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
