PENGARUH TIKTOK LIVE STREAMING DAN CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK SKINCARE FACETOLOGY PADA MAHASISWA DI KOTA SUKABUMI

Abstract

This study aims to determine the influence of TikTok Live Streaming and Content Marketing on Purchase Intention for Facetology skincare products among university students in Sukabumi City. The research method used is a quantitative method with descriptive and verificative approaches. Data collection was conducted through questionnaires distributed via Google Form to 100 respondents. Data analysis was carried out using SPSS version 25 through validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results showed that TikTok Live Streaming had a positive and significant effect on Purchase Intention with a t-value of 5.896 > 1.984 and a significance value of 0.000 < 0.05. Content Marketing also had a positive and significant effect on Purchase Intention with a t-value of 5.334 > 1.984 and a significance value of 0.000 < 0.05. Simultaneously, TikTok Live Streaming and Content Marketing significantly influenced Purchase Intention with an F-value of 57.518 > 3.09 and a significance value of 0.000 < 0.05. The coefficient of determination showed an Adjusted R Square value of 0.533, meaning that 53.3% of Purchase Intention could be explained by TikTok Live Streaming and Content Marketing, while the remaining percentage was influenced by other factors outside this study. This study indicates that digital marketing strategies through TikTok Live Streaming and Content Marketing are able to increase consumer Purchase Intention toward Facetology skincare products among university students in Sukabumi City.