The Influence of Content Marketing, Live Shopping, and Customer Reviews on the Purchase Decision of Caspira Cat Condo Products on TikTok Shop
Keywords:
content marketing, Live Shopping, Customer Review, Purchase Decision, TiktokshopAbstract
This study aims to analyze the influence of content marketing, live shopping, and customer reviews on the purchase decision of Caspira cat condo products on TikTok Shop. The study uses a quantitative approach with an explanatory research method and involves 95 respondents selected through purposive sampling from a population of 1,207 Caspira buyers. Data collection was conducted using an online questionnaire with a 1–5 Likert scale. Data analysis was performed using SEM-PLS through the SmartPLS application. The results showed that all indicators in the research variables were valid and reliable. The R-Square value was 0.516, which means that content marketing, live shopping, and customer reviews were able to explain 51.6% of the variation in purchasing decisions. Partially, content marketing, live shopping, and customer reviews have a significant effect on purchasing decisions. These findings confirm that these digital marketing strategies play an important role in influencing consumer purchasing decisions on the TikTok Shop platform.
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