Pengaruh Content Marketing, Live Shopping Dan Customer Review Terhadap Keputusan Pembelian Produk Cat Condo Di Tiktokshop Caspira
DOI:
https://doi.org/10.31004/joecy.v6i1.8552Keywords:
Content Marketing, Live Shopping, Customer Review, Purchasing DecisionAbstract
This study aims to analyze the effect of Content Marketing, Live Shopping, and Customer Reviews on Purchase Decisions for Cat Condo products on TikTok Shop Caspira. This research employs a quantitative approach using a survey method. The sampling technique used is purposive sampling with a total of 291 respondents, consisting of consumers who have previously purchased Cat Condo products on TikTok Shop Caspira. Data were collected through an online questionnaire. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software. The analysis involved evaluating the outer model and inner model to test validity, reliability, and the relationships among variables. The results indicate that Content Marketing and Live Shopping have a significant effect on Purchase Decisions, while Customer Reviews do not have a significant effect on Purchase Decisions. These findings suggest that consumer purchase decisions are more strongly influenced by informative marketing content and interactive live shopping activities than by customer reviews.
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