The Role of Content Marketing, Discounts, and Live Streaming in Digital Purchasing Decisions
Keywords:
Conten Marketing, Price Discoint, Live Streaming
Abstract
This study aims to analyze the influence of three independent variables—Content Marketing, Live Streaming, and Price Discount on the dependent variable of Purchase Decision. The results of the path analysis show that Content Marketing and Price Discount have a significant influence on Purchasing Decisions, with path coefficients of 0.499 and 0.382, respectively. Meanwhile, Live Streaming did not show a statistically significant effect on Purchasing Decisions. This research model has very strong learning power with an R-square value of 0.845, indicating that 84.5 % of the variation in Purchasing Decisions can be explained by the three independent variables.
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Prema S. (2021). A Decisive Role Played By Language in the Arena of Marketing and Advertisement: An Exploration of Ubiquitous Element, Asian Journal of Management, Entrepreneurship and Social Science, Vol. 1, Iss. 1, pp. 17-24.
Ghauri, P.N. (1986), Guidelines For International Business Negotiations, International Marketing Review, Vol. 3, No. 3, pp. 72-82.
Jeswald W. Salacuse. (2003), The Global Negotiator, Palgrave MacMillan.
Musa. Faridah. (2011), Negotiation skills: Teachers’ Feedback as Input Strategy, Procedia Social and Behavioral Sciences, Vol. 59, pp. 221-226.
P.J. Fos. (1991), A Method of Teaching Negotiating Skill, J Health Adm Educ. Vol. 9, Iss. 3, pp. 289-305.
Reardon, Kelly Kathleen. (1994), Starting our Right: Negotiation Lessons for Domestic and Cross-Cultural Business Alliances, Business Horizons, Vol. 37, Iss. 1, pp. 71-79.
Salacuse, Jeswald. (1991), Making Deals in Strange Places: A Beginner's Guide to International Business Negotiations, Negotiation Theory, and Practice. Eds. J. William Breslin and Jeffrey Z. Rubin. Cambridge, MA: The Program on Negotiation at Harvard Law School, pp. 251-260.
Published
2025-12-03
How to Cite
Zainul arifin. (2025). The Role of Content Marketing, Discounts, and Live Streaming in Digital Purchasing Decisions. International Journal of Economics, Business and Innovation Research, 5(01), 98-115. https://doi.org/10.63922/ijebir.v5i01.2617
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