The Impact of Live Streaming and Content Marketing on Purchase Decisions Among Shopee Users

Vilensia Anggraeni; Salim Siregar

doi:10.63922/ijebir.v5i04.5474

Vilensia Anggraeni Faculty of Economics and Business, Singaperbangsa University Karawang
Salim Siregar Faculty of Economics and Business, Singaperbangsa University Karawang

DOI: https://doi.org/10.63922/ijebir.v5i04.5474

Keywords: Live Streaming, Content Marketing, Purchase Decisions

Abstract

This study aims to analyze the influence of live streaming and content marketing on purchasing decisions among Shopee users. This study employs a quantitative approach using primary data obtained through a questionnaire distributed to 186 Shopee users aged 17–25, who were selected using purposive sampling based on predetermined criteria. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 26. The results show that, individually, live streaming and content marketing have a positive and significant effect on purchasing decisions. Furthermore, when considered together, live streaming and content marketing also have a positive and significant effect on purchasing decisions. The Live Streaming and Content Marketing variables account for 39.5% of the variation in Purchase Decisions, while the remainder is influenced by other factors not examined in this study.

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