Pengaruh Konten Marketing Dan Livestreaming di TikTok terhadap Minat Beli pada Produk Fashion PT Soka Cipta Niaga

Mutia Shoofiyana; Ridho Riadhi Akbar; Wildan Guretno Prasetiyo

doi:10.71456/sur.v5i1.2454

Authors

Mutia Shoofiyana Universitas Indonesia Membangun
Ridho Riadhi Akbar Universitas Indonesia Membangun
Wildan Guretno Prasetiyo* Universitas Indonesia Membangun

DOI:

https://doi.org/10.71456/sur.v5i1.2454

Keywords:

Konten Marketing, Live Streaming Tiktok, Minat Beli, Produk Fashion

Abstract

Penelitian ini diikhtiarkan untuk mengelaborasi kontribusi content marketing dan live streaming pada platform TikTok terhadap intensi pembelian konsumen produk fashion PT Soka Cipta Niaga. Pendekatan yang diadopsi ialah kuantitatif dengan corak penelitian deskriptif-verifikatif guna mengidentifikasi fenomena sekaligus mengonfirmasi keterkaitan antarvariabel. Unit analisis terdiri atas 100 responden yang dittentukan meIaIui teknik purpossive sampIing, yakni pengguna TikTok yang pernah terekspos konten promosi atau sesi live streaming serta memiliki pengenalan terhadap produk perusahaan. Perolehan data dilakukan menggunakan instrumen kuesioner berisi 24 indikator yang diukur melalui skala Likert lima kategori. Selanjutnya, data empiris ditabulasi dan dianalisis menggunakan SPSS melalui pengujian vaIidiIas, reIiabiIitas, assumsi kIasssik, reqresi Iinear berganda, koefisien koreIasi, koefisien determinasi, t_test, serta F_test. Hasil estimasi memperlihatkan bahuwa content marketing memberikan kontribusi positif dan signifikan terhadap minat beli dengan koefisien regresi 0,412 dan signifikansi 0,003. Variabel live streaming juga menunjukkan pengaruh positif dan signifikan dengan koefisien 0,588 serta signifikansi 0,000. Secara kolektif, kedua variabel menghasilkan nilai F sebesar 121,469 dengan signifikansi 0,000. Koefisien korelasi sebesar 0,845 merepresentasikan relasi yang sangat kukuh, sedangkan koefisien determinasi 0,715 mengafirmasi bahwa 71,5% dinamika minat beli teratribusi pada kedua variabel tersebut. Sementara itu, sebesar 28,5% variasi minat beli dipengaruhi oleh faktor lain di luar model penelitian. Temuan tersebut menegaskan bahwa optimalisasi kualitas content marketing dan pelaksanaan live streaming secara konsisten dapat menjadi strategi pemasaran digital yang relevan bagi perusahaan.

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