PENGARUH CONTENT MARKETING DAN LIVE STREAMING TERHADAP IMPULSE BUYING BRAND JINISO PADA TIKTOK SHOP

(Studi Kasus pada Generasi Z di Kota Gorontalo)

Abstrak

Penelitian ini bertujuan untuk mengetahui: (1) pengaruh content marketing terhadap impulse buying brand Jiniso di TikTok Shop, (2) pengaruh live streaming terhadap impulse buying brand Jiniso di TikTok Shop, dan (3) pengaruh content marketing dan live streaming terhadap impulse buying. Penelitian ini menggunakan pendekatan kuantitatif dengan penyebaran kuesioner kepada 100 responden yang merupakan Generasi Z di Kota Gorontalo. Teknik pengambilan sampel menggunakan purposive sampling. Data dianalisis menggunakan regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa: (1) secara parsial, content marketing berpengaruh positif dan signifikan terhadap impulse buying dengan nilai signifikansi 0,042 dan  t hitung > t tabel yaitu 2,968 > 1,948, (2) live streaming juga berpengaruh positif dan signifikan terhadap impulse buying dengan nilai signifikansi 0,000 dan t hitung > t tabel yaitu 5,062 > 1,948; dan (3) secara simultan, content marketing dan live streaming berpengaruh signifikan terhadap impulse buying dengan nilai signifikansi 0,000 dan f hitung > f tabel yaitu 33,701 > 3,09. Nilai koefisien determinasi (R²) sebesar 0,604 menunjukkan bahwa 60,4% variasi impulse buying dapat dijelaskan oleh content marketing dan live streaming, sedangkan 39,6% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini.

This study aims to determine: (1) the effect of content marketing on impulse buying of the Jiniso brand in TikTok Shop, (2) the effect of live streaming on impulse buying of the Jiniso brand in TikTok Shop, and (3) the effect of content marketing and live streaming on impulse buying. This study used a quantitative approach by distributing questionnaires to 100 respondents who are Generation Z in Gorontalo City. The sampling technique used purposive sampling. Data were analyzed using multiple linear regression with the help of SPSS. The results of the study indicate that: (1) partially, content marketing has a positive and significant effect on impulse buying with a significance value of 0.042 and a calculated t > t table, namely 2.968 > 1.948, (2) live streaming also has a positive and significant effect on impulse buying with a significance value of 0.000 and a calculated t > t table, namely 5.062 > 1.948; and (3) simultaneously, content marketing and live streaming have a significant effect on impulse buying with a significance value of 0.000 and f count > f table, namely 33.701 > 3.09. The coefficient of determination (R²) value of 0.604 indicates that 60.4% of the variation in impulse buying can be explained by content marketing and live streaming, while 39.6% is influenced by other variables not examined in this study.