PENGARUH LIVE STREAMING DAN CONTENT MARKETING TERHADAP PURCHASE DECISION MELALUI BRAND TRUST PADA PENGGUNA TIKTOK SHOP DI JAKARTA

INDAH SYAFITRI, . (2026) PENGARUH LIVE STREAMING DAN CONTENT MARKETING TERHADAP PURCHASE DECISION MELALUI BRAND TRUST PADA PENGGUNA TIKTOK SHOP DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan TikTok Shop sebagai platform social commerce yang menggabungkan hiburan dan aktivitas belanja telah meningkatkan minat pengguna secara signifikan. Namun, peningkatan jumlah pengguna tersebut belum sepenuhnya sejalan dengan tingkat transaksi pembelian, sehingga diperlukan kajian mengenai faktor yang mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh live streaming dan content marketing terhadap purchase decision dengan brand trust sebagai variabel mediasi pada pengguna TikTok Shop di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, menggunakan sampel sebanyak 170 responden berusia 18-24 tahun yang pernah berbelanja melalui TikTok Shop. Data dianalisis menggunakan SEM-PLS dengan bantuan SmartPLS 4.0 melalui pengujian outer model, inner model, dan hipotesis. Hasil penelitian menunjukkan bahwa live streaming, content marketing, dan brand trust berpengaruh positif dan signifikan terhadap purchase decision. Selain itu, brand trust terbukti memediasi pengaruh live streaming dan content marketing terhadap purchase decision. Live streaming menjadi faktor paling dominan dalam meningkatkan brand trust yang kemudian mendorong keputusan pembelian. Temuan ini menunjukkan bahwa strategi pemasaran digital melalui live streaming yang interaktif dan content marketing yang kredibel dapat memperkuat kepercayaan konsumen serta meningkatkan keputusan pembelian pada TikTok Shop. ***** The growth of TikTok Shop as a social commerce platform that integrates entertainment and shopping activities has significantly increased user interest. However, the growth in users has not been fully aligned with transaction levels, indicating the need to examine factors influencing consumer purchase decisions. This study aims to analyze the effect of live streaming and content marketing on purchase decision with brand trust as a mediating variable among TikTok Shop users in Jakarta. This study employed a quantitative approach using purposive sampling technique. The sample consisted of 170 respondents aged 18-24 years who had made purchases through TikTok Shop. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 through outer model, inner model, and hypothesis testing. The results show that live streaming, content marketing, and brand trust have a positive and significant effect on purchase decision. Furthermore, brand trust significantly mediates the effects of live streaming and content marketing on purchase decision. Among the studied variables, live streaming has the most dominant influence in enhancing brand trust, which subsequently encourages consumer purchase decisions. These findings indicate that interactive live streaming strategies supported by credible and engaging content marketing can strengthen brand trust and increase purchase decision on TikTok Shop.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dita Puruwita, S.Pd., M.Si., Ph.D. ; 2) Kusworo, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Indah Syafitri .
Date Deposited:	18 Aug 2026 08:36
Last Modified:	18 Aug 2026 08:36
URI:	http://repository.unj.ac.id/id/eprint/71534

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