Pengaruh Content Marketing dan Live Streaming Terhadap Impulsive Buying Pengguna Tiktok Shop di Kabupaten Pati dengan Influencer Marketing Sebagai Variabel Intevening

Finkan Andarwati; Lutfi Nurcholis

doi:10.53697/emak.v7i1.3492

Authors

Finkan Dwi Andarwati Universitas Islam Sultan Agung
Lutfi Nurcholis Universitas Islam Sultan Agung Semarang

DOI:

https://doi.org/10.53697/emak.v7i1.3492

Keywords:

Content Marketing, Live Streaming, Influencer Marketing, Impulsive Buying, TikTok Shop

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh content marketing dan live streaming terhadap impulsive buying dengan influencer marketing sebagai variabel intervening pada pengguna TikTok Shop di Kabupaten Pati. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada 150 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) untuk menguji pengaruh langsung dan tidak langsung antar variabel penelitian. Hasil penelitian menunjukkan bahwa content marketing dan live streaming berpengaruh positif dan signifikan terhadap impulsive buying. Selain itu, content marketing dan live streaming juga berpengaruh positif dan signifikan terhadap influencer marketing. Selanjutnya, influencer marketing terbukti berpengaruh positif dan signifikan terhadap impulsive buying serta berperan sebagai variabel mediasi dalam hubungan antara content marketing dan live streaming terhadap impulsive buying. Temuan ini mengindikasikan bahwa efektivitas strategi pemasaran di TikTok Shop dipengaruhi secara simultan oleh kualitas konten, tingkat interaktivitas siaran langsung, serta kredibilitas influencer dalam membangun kepercayaan dan keterlibatan emosional konsumen. Penelitian ini memberikan kontribusi teoretis dalam pengembangan model Stimulus–Organism–Response (SOR) pada konteks social commerce serta implikasi praktis bagi pelaku usaha dalam merancang strategi pemasaran digital yang efektif.

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