Keywords: konten marketing, live streaming TikTok, minat beli, produk fashion
Abstract
This study attempted to elaborate on the contribution of content marketing and live streaming on the TikTok platform to consumer purchase intentions of PT Soka Cipta Niaga fashion products. The approach adopted was quantitative with a descriptive-verification research style to identify phenomena while confirming the relationship between variables. The unit of analysis consisted of 100 respondents determined through purposive sampling techniques, namely TikTok users who had been exposed to promotional content or live streaming sessions and were familiar with the company's products. Data acquisition was carried out using a questionnaire instrument containing 24 indicators measured through a five-category Likert scale. Furthermore, empirical data were tabulated and analyzed using SPSS through validity tests, reliability, classical assumptions, linear regression, correlation coefficients, coefficients of determination, t-tests, and F-tests. The estimation results show that content marketing has a positive and significant contribution to purchase intention with a regression coefficient of 0.412 and a significance of 0.003. The live streaming variable also shows a positive and significant influence with a coefficient of 0.588 and a significance of 0.000. Collectively, both variables produce an F-value of 121.469 with a significance of 0.000. The correlation coefficient of 0.845 represents a very strong relationship, while the determination coefficient of 0.715 confirms that 71.5% of the dynamics of purchase intention are attributed to these two variables. Meanwhile, 28.5% of the variation in purchase intention is influenced by other factors outside the research model. These findings confirm that optimizing the quality of content marketing and implementing live streaming consistently can be a relevant digital marketing strategy for companies.
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