Revealing The Role of Live Streaming, Content Marketing and Perceived Customer Quality as Attracting Purchase Intentions: TikTok Shop Bandung

Abstract

The evolution of social media platforms like TikTok has introduced novel digital marketing phenomena: live streaming sales, content marketing, and enhanced product quality perception. This study aims to determine the impact of live streaming sales, content marketing, and perceived product quality on consumer purchase intention in TikTok Shop, both individually and collectively. The research employs a quantitative approach, utilizing a sample of 384 respondents determined by the Lemeshow formula. Data collection was conducted via questionnaires distributed through Google Forms. Non-Probability Sampling with Purposive Sampling was used for sample selection. Measurement employed the Semantic Differential Scale, with data processing facilitated by Smart PLS software. Results indicate that Live Streaming has a positive but insignificant effect, while Content Marketing and Perceived Product Quality demonstrate positive and significant impacts on Purchase Intention. The study also reveals a collective influence of Live Streaming, Content Marketing, and Perceived Product Quality on Purchase Intention in TikTok Shop Bandung City. These findings provide crucial insights into digital marketing dynamics and consumer behavior within the context of social media-based e-commerce, particularly on the TikTok Shop platform. The research contributes to understanding the evolving landscape of digital consumer engagement and purchase decision-making in the era of social commerce.