Pengaruh Social Media Marketing dan Live Streaming terhadap Keputusan Pembelian pada Konsumen Kosdisini Malang
DOI:
https://doi.org/10.63822/wqvk2174Keywords:
Social Media Marketing; Live StreamingAbstract
Salah satu fenomena yang terlihat jelas adalah semakin meningkatnya pemakaian media sosial, khususnya TikTok, yang saat ini bukan hanya menjadi platform hiburan, tetapi juga berperan sebagai alat untuk berbelanja lewat fitur TikTok Shop dan live streaming. Studi ini bertujuan untuk menganalisis dan menguji pengaruh social media marketing dan live streaming terhadap keputusan pembelian pada konsumen Kosdisini, baik secara parsial maupun simultan. Penelitian ini menggunakan metode penelitian kuantitatif deskriptif. Proses pengumpulan data dalam studi ini dilakukan melalui penyebaran kuesioner secara online menggunakan Google Forms kepada 100 responden dari total populasi 13.600 pengikut. Hasil uji hipotesis parsial menunjukkan bahwa social media marketing secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Begitu juga, live streaming secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, uji hipotesis simultan menunjukkan bahwa social media marketing dan live streaming secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian pada konsumen Kosdisini.
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References
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Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing. California: SAGE Publications, Inc.
Utami, D. F. T., & Ahmadi, M. A. (2024). Pengaruh Live Streaming dan Content Marketing terhadap Keputusan Pembelian Konsumen pada TikTok Shop. Jurnal Manajemen Pemasaran, 1(2), 51–59. https://doi.org/10.70283/idarah.v1i2.37
Wongkitrungrueng, A., Assarut, N., & Dehouche, N. (2020). Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. Journal of Marketing Management, 36(5-6). https://doi.org/10.1016/j.jbusres.2018.08.032
Azis, R. N., Alfitman, & Besra, E. (2025). From Flash Sales to Feelings: The Mediating Role of Positive Emotion in Impulsive Buying on TikTok Shop Live Streaming. Journal of Islamic and Business, 7(2), 1419–1431. https://doi.org/10.24256/kharaj.v7i2.7609
Cahyani, S. A., Hidayatinnisa, N., & Afandi, Y. (2024). Pengaruh Sosial Media Marketing dan Brand Awareness Terhadap Keputusan Pembelian Produk Lip Cream Implora. Jurnal Aplikasi Bisnis,0(2), 423–428. https://doi.org/https://doi.org/10.33795/jab.v10i2.3622
Data Reportal. (2025). TikTok Users, Stats, Data & Trends for 2025. https://datareportal.com/
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (Edisi 10). Badan Penerbit Universitas Diponegoro.
Kambali, I., & Masitoh, S. (2021). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Jasa Pengiriman Barang Di Kantor Pos Pati 59100. Jurnal Bisnis Dan Pemasaran, 11(1), 10–10.
Kamila, F. A. C., & Utomo, R. D. (2025). Exploring Live Selling in Social Commerce: A Systematic Review of Engagement Metrics and Sales Methods. Journal of Digital Business and Innovation Management, 4(1), 1–12. https://ejournal.unesa.ac.id/index.php/jdb%0Ami/index
Kotler, P., & Keller, K. L. (2021). Marketing Management (Edisi 16). Pearson Education.
Netrawati, I. G. A. O., Nuada, I. wayan, & Syakbani, B. (2022). The Influence of Live Streaming Video on Consumer Decisions. Sentralisasi, 11(2), 159–168. https://doi.org/10.33506/sl.v11i2.1623
Ngadimen, A. N., & Widyastuti, E. (2021). Pengaruh social media marketing, online customer review, dan religiusitas terhadap keputusan pembelian konsumen shopee di masa pandemi Covid-19 dengan minat beli sebagai variabel intervening. Journal of Management and Digital Business, 1(2), 122–134. https://doi.org/10.53088/jmdb.v1i2.134
Oktaviani, R., Murwani, F. D., & Hermawan, A. (2024). The Effect of Live Streaming Quality on Purchase Intention through Immersive Experience, Consumer Trust, and Perceived Value (Study of This is April Consumers on TikTok). International Journal of Business, Law, and Education, 5(1), 765–789. https://doi.org/10.56442/ijble.v5i1.490
Oktora, Y. S., Sudarmiatin, & Bidin, R. (2024). Driving Global Expansion: Exploring the Impact of Digital Marketing, Financial Management, and Financial Literacy on the Export Performance of Wood Processing SMEs. MSJ : Majority Science Journal, 2(1), 432–440. https://doi.org/10.61942/msj.v2i1.151
Safitri, N., Musnaini, & Indrawijaya, S. (2025). The Influence of Social Media Marketing and Live Streaming on Skintific Product Purchases via TikTok in Jambi City. Jurnal Bintang Manajemen, 3(1), 94–108. https://doi.org/10.55606/jubima.v3i1.3811
Saputra, G. G., & Fadhilah. (2022). The Influence of Live Streaming Shopping on Purchase Decisions Through Customer Engagement on Instagram Social Media. Budapest International Research and Critics Institute-Journal, 5(2), 12126–12137. https://doi.org/10.33258/birci.v5i2.5049
Sayyidina, I., & Santoso, S. (2025). Pengaruh Social Media Marketing Instagram dan Kualitas Layanan Terhadap Keputusan Penggunaan Jasa Dewangga Wedding Jakarta Timur. Jurnal Manajemen Bisnis Krisnadwipayana, 13(1), 56–66. https://doi.org/10.35137/jmbk.v13i1.149
Suyanto, M. A., & Karundeng, D. R. (2025). The Role of Social Media Live Streaming, Advertising and Affiliate Marketing on Purchase Intentions. Jurnal Ilmiah Manajemen Kesatuan, 13(3), 1683–1692. https://doi.org/10.37641/jimkes.v13i3.3207
Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing. SAGE Publications, Inc.
Utami, D. F. T., & Ahmadi, M. A. (2024). Pengaruh Live Streaming dan Content Marketing terhadap Keputusan Pembelian Konsumen pada TikTok Shop. Jurnal Manajemen Pemasaran, 1(2), 51–59. https://doi.org/10.70283/idarah.v1i2.37
Wongkitrungrueng, A., Assarut, N., & Dehouche, N. (2020). Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. Journal of Marketing Management, 36(5-6). https://doi.org/10.1016/j.jbusres.2018.08.032
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Copyright (c) 2026 Regina Tasya Melati, Yosi Afandi (Author)
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