PERAN CONTENT MARKETING, ONLINE CUSTOMER REVIEW DAN LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN SEPATU FUTSAL MEREK ORTUSEIGHT DI APLIKASI TIKTOK

Abstrak

This study aims to analyze the influence of content marketing, online customer reviews, and live streaming on purchasing decisions for Ortuseight brand futsal shoes among students from the Class of 2021, Department of Management, Faculty of Economics and Business, Halu Oleo University, Kendari. The study population consisted of 240 students, with a sample size of 75 respondents determined using sampling techniques. Data collection was conducted through questionnaires and documentation. The data analysis method used was multiple linear regression. The results showed that content marketing, online customer reviews, and live streaming simultaneously had a significant effect on purchasing decisions. Partially, content marketing had a significant effect on purchasing decisions. Online customer reviews also had a significant effect on purchasing decisions. In addition, live streaming was proven to have a significant influence on purchasing decisions for futsal shoes from the Ortuseight brand. These findings indicate that digital marketing strategies have an important role in influencing consumer purchasing decisions, especially among students.

Kata kunci

• Content Marketing
• Online Customer Reviews
• Purchase Decisions
• live streaming