The Influence of Live Streaming and Digital Content on Consumer Purchase Decisions through TikTok @forumotolampung: A Case Study of PT Tunas Dwipa Matra Lampung

Abstract

This study was motivated by the development of TikTok as a social media platform used by companies as a digital marketing medium to influence consumers' purchasing decisions through live streaming and digital content. This study aimed to analyze the effect of live streaming and digital content on consumers' purchasing decisions for Honda motorcycles through the TikTok account @forumotolampung, which serves as a promotional medium for PT Tunas Dwipa Matra Raden Intan, Lampung. This study employed a quantitative approach using a causal research design. Data were collected through an online questionnaire distributed to TikTok users who had watched live streaming and digital content on the @forumotolampung account. The sampling technique used was purposive sampling with a total of 100 respondents. The results showed that live streaming and digital content had a positive and significant effect on consumers' purchasing decisions, thereby contributing to the optimization of PT Tunas Dwipa Matra's digital marketing strategy.