Pengaruh Live Streaming dan Content Marketing Terhadap Keputusan Pembelian Screamous

Abstract. The rapid growth of digital marketing on platforms such as TikTok has encouraged many fashion brands, including Screamous Clothing, to utilize live streaming and content marketing as a promotional strategy. This phenomenon raises the need to examine the extent to which the two strategies influence consumer purchasing decisions.This research aims to analyze the influence of live streaming and content marketing on the purchase decision of Screamous Clothing products in TikTok, Bandung. The method used is quantitative with a descriptive and verificative approach, through purposive sampling to 100 respondents who have ever bought Screamous products on TikTok. Data was collected through questionnaires and analyzed with multiple linear regression, t-test, f-test, as well as correlation and determination coefficients. The results of the research show that live streaming and content marketing have a significant influence on purchasing decisions, both partially and simultaneously. Abstrak. Pertumbuhan pesat digital marketing di platform seperti TikTok mendorong banyak brand fashion, termasuk Screamous Clothing, memanfaatkan live streaming dan content marketing sebagai strategi promosi. Fenomena ini memunculkan kebutuhan untuk meneliti sejauh mana pengaruh kedua strategi tersebut terhadap keputusan pembelian konsumen. Penelitian ini bertujuan menganalisis pengaruh live streaming dan content marketing terhadap keputusan pembelian produk Screamous Clothing di TikTok, Bandung. Metode yang digunakan adalah kuantitatif dengan pendekatan deskriptif dan verifikatif, melalui purposive sampling kepada 100 responden yang pernah membeli produk Screamous di TikTok. Data dikumpulkan melalui kuesioner dan dianalisis dengan regresi linier berganda, uji t, uji f, serta koefisien korelasi dan determinasi. Hasil penelitian menunjukkan bahwa live streaming dan content marketing berpengaruh signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan.