Pengaruh Viral Marketing, Live Streaming, dan Customer Engagement Terhadap Keputusan Pembelian Pada Platform Medsos (Studi Kasus Pada Mahasiswa FEB Unisma)

Abstract

Abstract

The development of digital technology has changed the business landscape and created a strong trading arena through the integration of e-commerce and social media. The Shopee and TikTok Shop platforms have now transformed into product showcases as well as effective sales channels in influencing consumer behavior. This study aims to analyze the influence of viral marketing, live streaming, and Customer Engagement on student purchasing decisions on the Shopee and TikTok Shop platforms. This type of research is quantitative research with an associative approach. The population in this study is active FEB UNISMA students who have conducted at least one transaction on both platforms. Sampling used a purposive sampling technique with the sample size determined through the Slovin formula, resulting in 151 students as respondents. Data collection was carried out through the distribution of questionnaires measured using a Likert scale. The data analysis technique used in this study is multiple linear regression analysis. The research results show that partially viral marketing, live streaming, and Customer Engagement each have a significant positive influence on the purchasing decisions of FEB students. This study provides an academic contribution to the development of digital marketing literature as well as practical recommendations for business actors in optimizing interactive features on digital platforms to increase sales volume.

Keywords: Viral Marketing, Live Streaming, Customer Engagement, Purchasing Decision, Shopee, TikTok Shop