The Influence of Live Streaming, Content Marketing and Ease of Transactions on Purchasing Decisions MSME Culinary Snacks Products

Abstract

This study aims to analyze the effect of live streaming, content marketing, and the ease of transactions on purchasing decisions for students who make purchases of packaged snack culinary MSME products in the Special Region of Yogyakarta. The sample for this study was students in the Special Region of Yogyakarta who had purcashed snacks produced by MSME. This study employs quantitative method and uses a questionnaire distributed to students in the Special Region of Yogyakarta. Multiple linear regression is utilized to analyze the data. The results of data analysis show that simultaneously or together live streaming, content marketing, and ease of transaction has a positive and significant effect on purchasing decisions. Partially live streaming, content marketing, and ease of transaction has a positive and significant effect on purchasing decisions. The magnitude of the coefficient of determination (Adjusted R Square) is 57.1%, which means that 57.1%dependent variable i.e. purchasing decisions are influenced by variables independent live streaming, content marketing, and ease of transactions while the remaining 42.9% is influenced by variables outside this study.