PENGARUH KONTEN PEMASARAN DAN LIVE STREAMING TERHADAP KEPUASAN KONSUMEN UNTUK MENINGKATKAN KEPUTUSAN PEMBELIAN DI TIKTOK SHOP (STUDI KASUS PRODUK FASHION DI BENGKULU)
Abstract
The development of social media today makes it very easy for people to carry out their daily activities, starting from finding information, communicating media, to shopping can now be done with the help of social media. The use of social media has a major contribution to online sellers because through social media it can have an impact on consumer buying interest. One of the social media that is being discussed is tiktok. This study aims to analyze the effect of content marketing and live streaming on customer satisfaction in order to increase purchasing decisions on the tiktok shop (case study of fashion products in Bengkulu), The data were analyzed using path analysis to test the direct and indirect relationships between independent variables (content marketing and live streaming), mediating variables (customer satisfaction), and the dependent variable (purchase decisions on tiktokshop). The number of respondents in this study were 140 people. Based on the results of the analysis, it is found that there is a relationship between content marketing (X1) affects customer satisfaction (Z), live streaming (X2) affects customer satisfaction (Z), customer satisfaction (Z) affects purchasing decisions (Y), content marketing (X1) has an indirect effect on purchasing decisions (Y), live streaming (X2) has an indirect effect on purchasing decisions (Y), and customer satisfaction (Z) on Tiktok Shop Purchasing Decisions (Y) at TrifthBerkah11 Figures in Bengkulu.
Keywords: Content Marketing, Live Streaming, Purchasing Decisions, Consumer Satisfaction
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