GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index ISSN [Onlin.
: 2776-6349
MARKETING | RESEARCH ARTICLE
The Influence of Content Marketing and Live Shopping on Purchasing Decisions via TikTok Shop: A Quantitative Study of @UneilHijab Consumers in Indonesia Salsabiila1.
Astri Wulandari2 Department of Marketing Management.
Faculty of Applied Sciences.
Universitas Telkom.
Bandung.
Indonesia.
Email: sllsbiilaa@student.
id 1 , astriwulandari@telkomuniversity.
1, 2
ARTICLE HISTORY
Received: April 14, 2025
Revised: May 22, 2025
Accepted: July 01, 2025
DOI
https://doi.
org/10.
52970/grmapb.
ABSTRACT
This study employs a quantitative methodology to examine how content marketing and live shopping features on TikTok Shop influence purchasing decisions for Uneil Hijab products in Indonesia.
A structured questionnaire was administered to 100 respondents, comprising Uneil Hijab customers on the TikTok Shop.
The findings demonstrate that content marketing and live shopping significantly and positively aAect consumer purchase decisions.
These factors 4% of the purchase decision variance, indicating their substantial role in shaping consumer behavior.
The results suggest that strategically leveraging engaging content and interactive live shopping sessions can enhance customer engagement and boost sales.
This study oAers actionable insights for fashion brands aiming to optimize their marketing strategies on TikTok Shop.
Keywords: Content Marketing.
Live Shopping.
TikTok Shop.
Purchase Decision.
JEL Code: M31.
M37.
D12.
L81.
L86 Introduction The evolution of digital technology has transformed commerce and marketing, with an increasing number of consumers turning to online platforms for shopping.
TikTok, a social media platform particularly popular among younger demographics, has emerged as one of the most widely used digital platforms.
Its expanding features, notably TikTok Shop, have positioned it as a leading platform for interactive, real-time online shopping in Indonesia (Ajizah & Nugroho, 2.
As Uneil Hijab is among the hijab brands leveraging TikTok Shop to sell its products, it is critical to understand eAective marketing strategies to capture consumer attention and encourage purchases on the platform.
According to Databoks .
TikTok Shop ranked third among the most popular platforms during Ramadan 2024.
Further reinforcing its marketing potential, a study by Ajizah and Nugroho .
found that 51% of survey respondents expressed openness to using TikTok Shop for purchases, highlighting its viability as a marketing channel.
The Author.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4.
0 license.
Page | 11
GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index ISSN [Onlin.
: 2776-6349 Figure 1.
Most Observed Online Shopping Platforms Source: Databoks.
Hijab sellers are adopting engaging strategies to attract customers by creating content that aligns with their product themes.
One of the most eAective tools they utilize is TikTok Shop's live shopping feature, which allows consumers to view products in real-time, interact with hosts, and participate in live Q&A sessions.
Content marketing is a strategic approach that involves creating and distributing valuable, relevant, and consistent content to engage a target audience.
On platforms like TikTok, this includes short videos, product showcases, tutorials, and behind-the-scenes footage tailored to users' preferences.
Research has shown that content marketing increases brand awareness and significantly influences online purchasing behavior (Yunita et al.
, 2.
Social commerce refers to commercial transactions through social media platforms, facilitating direct and real-time interactions between buyers and sellers (Arora et al.
, 2019.
Lee & Chen, 2.
TikTok Live Streaming has become a key medium for social commerce, evolving from a short-video platform into a powerful marketing tool that enables real-time engagement between businesses and consumers (Liu et al.
Chairil Abbrar & Sumarlan, 2.
Live shopping, a feature that combines live streaming and ecommerce through TikTok Shop, enables creators to promote products virtually and engage directly with their audience to boost sales (Farhan et al.
, 2.
This feature is commonly used for a wide range of products, especially those trending among TikTok users, and is characterized by 24-hour availability, real-time updates, promotional oAers, and live chat functions (Pandrianto et al.
, 2023.
Wongkitrungrueng & Assarut, 2.
As Kotler and Armstrong .
defined, purchase decisions involve selecting solutions to meet consumer needs and initiating a decision-making process to determine the most suitable purchase.
This process is part of broader consumer behavior, including finding, evaluating, and acquiring goods or services (Tjiptono, 2.
Assauri .
further explains that habits such as the timing, location, and frequency of purchases also influence decision-making (Br Marbun et al.
, 2.
In the growing hijab fashion industry, brands compete to capture consumer attention by highlighting their unique identities.
For example.
Lozy Hijab is known for its casual and straightforward style, which is favored by younger audiences.
At the same time.
Uneil Hijab oAers modern and elegant designs for consumers seeking sophistication on various The Author.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4.
0 license.
Page | 12
GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index ISSN [Onlin.
: 2776-6349 Figure 2.
Uneil Hijab Sales Data on TikTok Shop from June to October Source: Uneil Hijab Company Data .
The author collected sales data for Uneil Hijab on the TikTok Shop platform from June to October.
The data reveals a notable surge in sales during September, peaking at 5,285 hijabsAithe highest volume recorded in the observed period.
Outside of September, sales remained relatively stable, fluctuating between 3,199 and 3,922 hijabs, reflecting consistent demand albeit at a lower magnitude.
Although sales slightly declined to 3,922 in October, they remained higher than those recorded in June.
July, and August.
Based on the phenomena discussed earlier, it is plausible that live shopping and content marketing influence customers' purchasing choices on TikTok Shop.
Consequently.
Uneil Hijab must recognize these factors' significant role in driving consumer preference toward TikTok Shop retailers, which oAer competitively priced products crafted from premium materials (Manzil & Vania, 2.
Despite TikTok Shop's growing prominence, empirical evidence explaining how its marketing featuresAiparticularly content marketing and live shoppingAiaAect purchasing behavior in Indonesia's hijab fashion market remains limited.
This study addresses this research gap by analyzing the influence of these strategies on the purchase decisions of Uneil Hijab consumers on TikTok Shop.
II.
Literature Review and Hypothesis Development Management Library Digital marketing, as defined by Lucianoro and Rachmansyah .
, utilizes online technologies and information systems to enhance traditional marketing strategies.
However, this definition overly emphasizes conventional marketing frameworks.
Safitri and Komaryatin .
expand on this concept by highlighting digital marketing's potential to unlock new markets previously constrained by temporal, geographic, and communication barriers.
Kotler and Keller position marketing management as an art and a scientific discipline.
They emphasize the importance of strategic communication methodsAisuch as storytelling, emotional appeals, visual branding, and influencer marketingAito attract, retain, and grow a target audience by delivering superior customer value .
s cited in Mujiyanto, 2.
Content Marketing Content marketing is a critical driver of purchasing decisions in the digital era.
Its significance lies in its ability to directly impact business success by engaging consumers through compelling narratives and Businesses that fail to leverage high-quality content on digital platforms risk losing market reach, and tiny enterprises that lack the resources to compete eAectively (Ustadriatul Mukarromah et al.
, 2.
EAective content marketing requires innovation in formats such as articles, visuals, and videos to capture The Author.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4.
0 license.
Page | 13
GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index ISSN [Onlin.
: 2776-6349 consumer interest and influence purchasing behavior.
For instance, poorly executed or generic content may fail to resonate with audiences, leading to diminished brand loyalty and sales (Ustadriatul Mukarromah et al.
Live Shopping Live shopping is an online experience integrating live streaming with real-time purchasing capabilities, enabling direct interaction between buyers, sellers, and showcased products.
This format allows sellers to present products interactively, while consumers can ask questions, receive immediate responses, and complete purchases instantly, fostering a seamless and engaging shopping experience.
Research indicates that when the experiential benefits of live shoppingAisuch as convenience and social interactionAi outweigh conventional shopping, consumers are more likely to adopt it as a preferred method.
Furthermore, these benefits influence consumers' propensity to revisit live shopping sessions, whether for purchasing necessities or engaging with hosts (Aditya & Wardhanai, 2016, as cited in Budhaye & Oktavia, 2.
Purchase Decision Purchase decisions are influenced by perceived product quality, brand trust, and customer experience during the purchasing process (Irnando & Irwansyah, 2.
On TikTok Shop, these decisions are further shaped by content marketing and live shopping strategies.
These strategies enhance consumer perception of products and increase purchase likelihood by emphasizing visual appeal and real-time For instance, live shopping sessions on TikTok Shop create a dynamic environment where immediate feedback and demonstrations address consumer concerns, thereby reducing hesitation and driving conversions (Irnando & Irwansyah, 2.
TikTok Social Media as a Marketing Platform Social media has transformed communication into an interactive dialogue, enabling users to share information, ideas, and opinions instantly.
This shift is exemplified by platforms such as Facebook.
Instagram.
YouTube.
Twitter.
WhatsApp, and TikTok.
Among these.
TikTok has emerged as one of the most popular social media networks since its launch in 2018, owing to its cost-eAective advertising options and accessibility.
The platform supports diverse content formats, including lip-syncing videos, creative challenges, and short-form videos, fostering widespread user engagement.
With its massive user base.
TikTok oAers significant promotional opportunities for brands (Dewa & Safitri, 2.
A theoretical framework is a foundational structure to guide research design and predict outcomes (Fitriani, 2.
In this study, the framework integrates social media marketing theories and consumer behavior to analyze TikTok's role in shaping purchasing decisions.
Figure 3.
Research Framework The Author.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4.
0 license.
Page | 14
GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index ISSN [Onlin.
: 2776-6349 A hypothesis is a provisional answer to a formulated problem (Anshori & Iswati, 2.
The hypotheses in this study are developed based on the aforementioned framework, as follows:
H1:
H2:
H3:
Content marketing positively influences the purchasing decisions of Uneil Hijab products.
Live shopping positively influences the purchasing decisions of Uneil Hijab products.
Content marketing and live shopping together positively influence the purchasing decisions of Uneil Hijab products.
Research Method This study employs a quantitative approach using a survey method to examine the influence of content marketing and live shopping on the purchase decisions of Uneil Hijab consumers on TikTok Shop.
Data were collected through an online questionnaire distributed between November 21, 2024, and December 7, 2024.
A purposive sampling technique targeted individuals who had purchased Uneil Hijab products via the TikTok Shop.
The total number of valid respondents was 100.
The Cochran formula was applied to determine the appropriate sample size.
This method calculates the required sample size with an error tolerance of 10% .
= 0.
and a maximum variability of 50% .
= 0.
, as shown below (Maryana & Permatasari, 2.
ycuycu = Description :
ycsycs 2 .
ycyc yceyce 2 Z = 95% confidence= 1,96 P maximum variability .
q = 1Oep e = error rate .
ycuycu = ycuycu = .
2 y 0.
5 y .
Oe 0.
2 y 0.
5 y .
Oe 0.
ycuycu = 96.
Therefore, based on the formula, the required number of samples was 96 respondents.
however, it was rounded up to 100 respondents.
These 100 respondents, who have used TikTok Shop to purchase Uneil Hijab products, were selected to complete the questionnaire.
The variables used in this study include:
Content Marketing (X.
: measured by indicators such as content quality, consistency, relevance, and Shopping (X.
: measured by direct interaction, product information, purchase experience, and promotional oAers.
Purchase Decision (Y): measured by purchase intention, satisfaction, loyalty, and recommendations.
There are four indicators for the live shopping variable: direct interaction, product information, purchase experience, and promotional oAers.
The purchase decision variable includes four indicators:
purchase intention, satisfaction, customer loyalty, and recommendations.
Data were collected through a structured questionnaire, in which respondents rated each item using a 4-point Likert scale ranging from 1 (Strongly Disagre.
to 4 (Strongly Agre.
The researcher conducted the survey online by distributing the questionnaire via barcodes and digital links to Uneil Hijab followers who had previously purchased through The Author.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4.
0 license.
Page | 15
GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index ISSN [Onlin.
: 2776-6349 the TikTok Shop.
The questionnaire was the primary instrument for collecting data on how content marketing and live shopping influence customer purchasing decisions on the TikTok Shop platform.
A specific set of indicators represented each research variable to assess its impact eAectively.
The data analysis techniques used in this study included multiple linear regression analysis, validity and reliability tests, the Kolmogorov-Smirnov normality test, classical assumption tests .
ulticollinearity and heteroscedasticit.
, t-test.
F-test, and the coeEcient of determination (RA).
All data were processed using SPSS version 26, with a 95% confidence level ( = 0.
According to Sugiyono .
, a research instrument is a tool used to measure observed phenomena.
In this study, the researcher employed a Likert scale, part of the ordinal scale category, to measure responses.
A closed-ended questionnaire was used, as presented in the following table.
Table 1.
Formulation of Questionnaire Variables.
Dimensions.
Indicators, and Questions Variable Dimension Indicator Question Do you feel that the content shared Visually appealing, by Uneil Hijab on TikTok is visually Content Quality clear product appealing and provides clear product information? How important do you think the Content Post frequency, consistency and frequency of Uneil Consistency Hijab's posts are in attracting your Content Marketing Do you find that the content posted Content Alignment with by Uneil Hijab is relevant to your Relevance audience needs daily hijab fashion needs? Do you feel that the product information presented by Uneil Product Information Content Appeal Hijab on TikTok Shop is complete Presented and easy to understand? Direct interaction with 5.
Does the live shopping session with the seller.
Uneil Hijab on TikTok allow you to Live Interaction interact directly with the seller? How clear is the product Product Clarity during the live information delivered during Uneil Information Hijab's live shopping sessions? Live Shopping Comfort and Do you feel comfortable purchasing Buying Experience convenience during during Uneil Hijab's live shopping sessions on TikTok? Do special oAers during the live Special promotions Offers shopping session influence your purchasing decisions? Do the content marketing and live shopping sessions you watch Interest after exposure Purchase Intent increase your intention to purchase to content Uneil Hijab products? Are you satisfied with the product Purchase Satisfaction with the you purchased after watching Uneil Satisfaction product purchased Hijab's live shopping session or Purchase TikTok content? Decision Do you plan to repurchase Uneil Hijab products in the future based Willingness to Customer Loyalty on your shopping experience on TikTok? Would you recommend Uneil Hijab Plan recommend Recommendations products to a friend or family The Author.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4.
0 license.
Page | 16
GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index ISSN [Onlin.
: 2776-6349 Table 2.
Likert Scale Score Response Score Strongly Agree Agree Disagree Strongly Disagree Validity Test Results The validity test ensures that the research instrument accurately measures the intended variables.
The test is based on the Pearson product-moment correlation.
The question item is valid if the calculated rvalue r-count > r-table.
If r-count < r-table, the item is considered invalid.
Variable Content Marketing (X.
Live Shopping (X.
Purchase Decision (Y) Table 3.
Validity Test Results Item No.
Y10
Y11
Y12
Description Valid Validity testing was performed using SPSS version 26 at a significance level of 5%.
According to Sugiyono .
n Dewi & Sudaryanto, 2.
, the validity of research instruments is based on a scientific perspective that includes facts, conclusions, and numerical data (Rosita et al.
, 2.
The critical value of the r-table at the 5% significance level is 0.
Therefore, any item where r-count > 0.
195 is considered valid.
Reliability Test Results The reliability test was conducted to determine the consistency and accuracy of the respondents' answers related to the study variables.
Reliability refers to the extent to which a measuring instrument yields consistent results when the same phenomenon is measured under similar conditions.
According to Sujarweni .
, the instrument's reliability is assessed using Cronbach's Alpha.
Variable Content Marketing Live Shopping Purchase Decision Table 4.
Reliability Test Results Cronbach's Alpha Description Reliabel Reliability is an index that indicates how trustworthy or dependable a measuring instrument is.
The instrument is considered reliable if a symptom or variable is measured two or more times using the same instrument and produces consistent results (Kendra, 2.
Additionally, the instrument is deemed highly reliable if the same data are administered to diAerent respondents at diAerent times and still yield consistent The Author.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4.
0 license.
Page | 17
GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index ISSN [Onlin.
: 2776-6349 Therefore, a good instrument should be accurate and consistent (Sugiono et al.
, 2.
In this study, each variableAiContent Marketing (X.
Live Shopping (X.
, and Purchase Decision (Y)Aihad a Cronbach's Alpha value greater than 0.
6, specifically 0.
814, 0.
833, and 0.
839, respectively.
Since all values exceed the minimum threshold of 0.
6, it can be concluded that the questionnaire items for these variables are reliable.
Normality Test A normality test was conducted to determine whether the residuals of the regression model were normally distributed, as Riyanto & Hatmawan .
A normally distributed residual indicates that the regression model is of good quality.
The Kolmogorov-Smirnov non-parametric statistical test assessed whether the data points were distributed along and around the diagonal line.
In this test, if the significance value .
-valu.
is greater than 0.
05, the residuals are considered to be normally distributed.
Conversely, the residuals are considered not normally distributed if the significance value is less than 0.
Table 5.
Normality Test Results One-Sample Kolmogorov-Smirnov Test Unstandardized Residual Normal Parameters a,b Most Extreme DiAerences Mean Std.
Deviation Absolute Positive Negative Test Statistic Asymp.
Sig.
-taile.
The data are not normally distributed, as indicated by the Asymp.
Sig.
-taile.
value of 0.
004, less 05 .
< 0.
This result confirms that the residual data do not follow a normal distribution.
Multicollinearity Test The multicollinearity test aims to determine whether the independent variables in the multiple linear regression model are highly correlated.
Multicollinearity is absent when the tolerance value is greater than 10 and the Variance Inflation Factor (VIF) is less than 10.
Conversely, multicollinearity is present if the tolerance value is less than 0.
10 or the VIF exceeds 10.
Model Table 6.
Multicollinearity Test Results CoeEcientsa Unstandardized Standardized CoeEcients CoeEcients Std.
Error Beta (Constan.
Content Marketing Live Shopping Dependent Variable: Purchase Decision Sig.
Collinearity Statistics Tolerance VIF Multicollinearity testing is part of the classical assumption tests in regression analysis.
The aim is to ensure no strong correlation among the independent variables, which would otherwise distort the regression The Author.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4.
0 license.
Page | 18
GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index ISSN [Onlin.
: 2776-6349 The presence of multicollinearity can be identified using tolerance values and VIF scores.
According to Yuliza et al.
and Nada et al.
, multicollinearity does not exist when the VIF is less than 10 and the tolerance value is greater than 0.
Based on the results processed using SPSS version 26, the content marketing variable (X.
and the live shopping variable (X.
both have VIF values of 2.
800 and tolerance values Since the VIF values are less than 10 and the tolerance values are greater than 0.
1, it can be concluded that multicollinearity is not present in this regression model.
Therefore, multicollinearity is not a concern for the regression analysis in this study.
Heteroscedasticity Test The heteroscedasticity test aims to determine whether there is a diAerence in the variance of the residuals across observations.
If such a diAerence exists, the regression model may exhibit heteroscedasticity (Ghozali, 2.
Figure 4.
Heteroscedasticity Test Results The heteroscedasticity test is used in regression models to identify whether variances and residuals are comparable.
This is part of the traditional assumption test.
Refer to the scatterplot graph for the results of the heteroscedasticity test.
Heteroscedasticity does not exist if there is no discernible pattern and no point spreading above or below 0.
(Yuliza et al.
, 2.
Therefore, it can be said that there is no evidence of heteroscedasticity in the findings of this study.
Multicollinearity is also tested with classical assumption tests.
The goal is to ascertain whether the independent variables are correlated.
The test showed multicollinearity if a good regression model indicated the absence of association.
The findings of inflation variation factors and tolerance can be used to determine whether multicollinearity exists.
(Nada et al.
, 2.
Multiple Linear Regression Analysis Multiple linear regression analysis was applied in this study to assess the extent to which multiple independent variables aAect the dependent variable (Sujarweni, 2.
The regression model used is as ycUycU = yuyu yuyu1 ycUycU1 yuyu2 ycUycU2 yceyce Description:
Y = Purchase Decision = Constant 1, 2 = Regression CoeEcient X1 = Content Marketing X2 = Live Shopping The Author.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4.
0 license.
Page | 19
GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index A ISSN [Onlin.
: 2776-6349 e = Error Term Table 7.
Multiple Linear Regression Analysis CoeEcientsa Unstandardized Standardized CoeEcients CoeEcients Model Std.
Error Beta (Constan.
Content Marketing Live Shopping Dependent Variable: Purchase Decision Sig.
The research data were analyzed using multiple linear regression to determine the influence of the independent variables on the dependent variable.
Based on the regression output, the regression equation can be written as follows:
ycUycU = 1.
255ycUycU1 0.
671ycUycU2 yceyce The regression results indicate that the constant ( = 1.
suggests a baseline purchase decision value of 1.
581 when both independent variables are zero.
The coefficient for Content Marketing (CA = 0.
implies that a one-unit increase in content marketing leads to a 0.
255 increase in purchase decisions, assuming live shopping remains constant.
Similarly, the coefficient for Live Shopping (CC = 0.
indicates that a oneunit increase in live shopping results in a 0.
617 increase in purchase decisions, assuming content marketing remains unchanged.
Therefore, content marketing and live shopping positively and significantly affect consumers' purchase decisions.
7 CoeEcient of Determination Test (RA) This analysis aims to determine how much of the variation in the dependent variable can be explained by the independent variables.
The RA value ranges between 0 and 1, with the following If RA = 0, there is no correlation between the independent and dependent variables.
A higher RA value indicates that the model better explains the variation in the dependent variable.
Table 8.
CoeEcient of Determination Test Model Summary Adjusted R Std.
Error of Model R Square Square the Estimate Predictors: (Constan.
Live Shopping.
Content Marketing Dependent Variable: Purchase Decision DurbinWatson The coeEcient of determination, denoted as RA, is the square of the multiple correlation coeEcient (R).
It reflects the proportion of the variance in the dependent variable that is predictable from the independent variables.
In this study, the adjusted RA value is 0.
714, which means that 71.
4% of the variation in purchase decisions can be explained by the independent variables: live shopping and content marketing.
The 6% .
% - 71.
4%) is influenced by other factors not included in the regression model.
Therefore, the model demonstrates a strong explanatory power for the purchase decision of Uneil Hijab products through the TikTok Store.
The Author.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4.
0 license.
Page | 20
GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index ISSN [Onlin.
: 2776-6349 Partial Regression Test .
-Tes.
The t-test evaluates each independent variable's individual .
eAect on the dependent variable.
The following criteria are used to interpret the results:
If the t-value is greater than the t-table value and the significance (Sig.
) value is less than 0.
05, the independent variable significantly aAects the dependent variable.
If the t-value is less than the t-table value and the Sig.
Value is greater than 0.
05, the independent variable does not significantly aAect the dependent variable.
Model (Constan.
Content Marketing Live Shopping Table 9.
t-Test Results CoeEcientsa Unstandardized Standardized CoeEcients CoeEcients Std.
Error Beta Sig.
Based on the table above.
Content Marketing has a t-value of 2.
774 with a significance level of 0.
while Live Shopping has a t-value of 7.
070 with a significance level of 0.
Since both significance values are less than 0.
05, it can be concluded that content marketing and live shopping each have a statistically significant partial eAect on consumer purchase decisions.
Simultaneous Regression Test (Test- F) The F-test evaluates the simultaneous eAect of all independent variables on the dependent variable.
The decision-making criteria are as follows:
If the F-count exceeds the F-table value, the independent variables significantly aAect the dependent If the F-count is less than the F-table value, the independent variables do not have a significant combined eAect on the dependent variable.
Table 10.
F-Test Results ANOVAa Sum of Mean Square Squares Regression Residual Total Dependent Variable: Purchase Decision Predictors: (Constan.
Live Shopping.
Content Marketing Model Sig.
The F-test is used to determine whether the independent variables (XCA and XCC) simultaneously influence the dependent variable (Y).
Based on the results, the calculated F-value is 124.
796 with a significance value (Sig.
) of 0.
Since Sig.
If the value is less than 0.
05, it can be concluded that the regression model significantly aAects purchase decisions.
This indicates that Live Shopping and Content Marketing statistically influence consumers' purchasing decisions (Priyanto, 2.
The Author.
This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4.
0 license.
Page | 21
GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
VOLUME 6.
ISSUE.
Website: https://goldenratio.
id/index.
php/grmapb/index IV.
ISSN [Onlin.
: 2776-6349 Results and Discussion This study's results demonstrate that content marketing and live shopping significantly influence consumers' purchasing decisions on TikTok Shop.
Based on the multiple linear regression analysis, content marketing .
= 2.
774, p = 0.
and live shopping .
= 7.
070, p = 0.
each have a statistically significant positive eAect.
This indicates that customers are more likely to purchase Uneil Hijab products when exposed to consistent, appealing content and engaging live shopping sessions.
Furthermore, the high adjusted RA value of 0.
714 suggests that these two variables account for 71.
4% of the purchase decision variance, confirming that TikTok-based marketing strategies influence a substantial portion of purchase intent.
These findings are consistent with previous research.
For example.
Tanuwijaya and Oktavia .
found that digital collaboration and CRM quality significantly aAect customer switching behavior among millennials in digital They also emphasized the importance of perceived ease of use in supporting digital platform These similarities imply that comparable psychological and functional factors drive consumer decisions across diAerent sectors, including banking and retail.
The findings of this study have practical implications for digital marketers, particularly in the fashion and hijab industry.
Brands can leverage TikTok's algorithm and featuresAisuch as live shoppingAito create interactive, personalized, and engaging experiences that drive traEc and conversions.
Conclusion This study concludes that content marketing and live shopping significantly influence purchasing decisions for Uneil Hijab products on TikTok Shop.
The regression analysis revealed that both variables exhibit a strong positive relationship with consumer purchasing behavior, collectively explaining 71.
4% of the These results suggest that TikTok's interactive featuresAisuch as engaging short-form content and live sessionsAiserve as powerful tools for shaping purchasing behavior, especially among young consumers in Indonesia.
For brands, these findings underscore the importance of investing in consistent, visually appealing, and interactive digital content to enhance customer engagement and drive conversions.
From a theoretical perspective, this study contributes to the growing literature on digital marketing and consumer behavior within social commerce.
It supports existing frameworks that highlight the influence of emotional and experiential factors in consumer decision-making processes.
Future research is encouraged to build on these findings by examining additional factors influencing purchasing decisions, such as influence credibility, social proof, and user-generated content.
Comparative studies across diAerent product categories or social media platforms may also provide further insights into the dynamics of consumer behavior in the digital age.
References