Pengaruh Brand Image, Content Marketing, Dan Live Streaming Shopping Terhadap Purchase Decision Di Tiktok Shop (Studi Kasus Pada Gen Z Di Kota Malang)

Abstract

Abstract

This research aims to evaluate the effects of brand image, content marketing, and live streaming shopping on purchase decisions on tiktok Shop, using a case study of Generation Z in Malang City. This study employed a quantitative approach, collecting data via a Google Form questionnaire administered to 90 respondents, aged 13-29 years in Malang City who had previously made purchases on tiktok Shop. The data were examined using the Statistical Package for the Social Sciences (SPSS). The findings reveal that brand image has no significant effect on purchase decisions, whereas content marketing has a positive and significant effect on purchase decisions. Meanwhile, live streaming shopping also has a positive and significant effect on purchase decision.

Keywords: Brand Image, Content Marketing, Live Streaming Shopping, Purchase Decision