Pengaruh Live Streaming, Content Marketing dan Online Customer Review TikTok Shop Terhadap Keputusan Pembelian Produk Les Catino Pada Kalangan Mahasiswa di Kota Surabaya. (The Influence of Live Streaming, Content Marketing, and Online Customer Reviews on TikTok Shop on the Purchase Decisions of Les Catino Products Among College Students in Surabaya).

Zafitri, Maharani Virginoni (2025) Pengaruh Live Streaming, Content Marketing dan Online Customer Review TikTok Shop Terhadap Keputusan Pembelian Produk Les Catino Pada Kalangan Mahasiswa di Kota Surabaya. (The Influence of Live Streaming, Content Marketing, and Online Customer Reviews on TikTok Shop on the Purchase Decisions of Les Catino Products Among College Students in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

	Text ABSTRAK.pdf Download (4MB)
	Text BAB I.pdf Restricted to Repository staff only Download (586kB) | Request a copy
	Text BAB II.pdf Restricted to Repository staff only Download (488kB) | Request a copy
	Text BAB III.pdf Restricted to Repository staff only Download (275kB) | Request a copy
	Text BAB IV.pdf Restricted to Repository staff only Download (940kB) | Request a copy
	Text BAB V.pdf Restricted to Repository staff only Download (289kB) | Request a copy
	Text LAMPIRAN.pdf Download (1MB)
	Text LoA JURNAL.pdf Download (485kB)
	Text SK TURNITIN.pdf Download (164kB)
	Text HASIL TURNITIN.pdf Restricted to Repository staff only Download (12MB) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Restricted to Repository staff only Download (0B) | Request a copy
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)

Abstract

The development of digital technology has changed the way consumers shop, including the increasing popularity of social commerce platforms such as TikTok Shop. This study aims to analyze the influence of Live Streaming, Content Marketing, and Online Customer Reviews TikTok Shop on the purchasing decisions of Les Catino products among students in Surabaya. Les Catino, as one of the local fashion brands, actively utilizes TikTok Shop to increase sales and reach consumers through interactive digital features. In this competitive digital era, integrating digital marketing strategies is key to winning market competition. The research method used is quantitative, with data collection conducted through the distribution of an electronic questionnaire via Google Forms to 100 respondents, who are active students and have purchased Les Catino products through TikTok Shop. The data obtained were analyzed using SPSS version 25 through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis testing, and determination coefficient tests. Multiple linear regression analysis was used to determine the influence of each independent variable on Purchase Decisions. The results showed that all three variables—Live Streaming (X1), Content Marketing (X2), and Online Customer Reviews (X3)—significantly influenced Purchase Decisions (Y) both individually and collectively. These findings indicate that digital marketing strategies based on interaction through TikTok Shop are effective in increasing students purchase decisions. This study provides recommendations for optimizing interactive live streams, developing informative and relevant content marketing, and enhancing the authenticity and diversity of online customer reviews to strengthen brand image, build trust, and increase loyalty or sustainable purchase decisions.

Actions (login required)

View Item