The Effect of Social Media Content and Live Streaming Selling on Students’ Purchase Intention on Shopee
DOI:
https://doi.org/10.31004/irje.v6i5.4401Keywords:
Social Media Content, Live Streaming Selling, Purchase Intention, ShopeeAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh konten media sosial dan penjualan melalui live streaming terhadap niat beli mahasiswa. Perkembangan pemasaran digital melalui platforme-commerce seperti Shopee telah memengaruhi perilaku konsumen secara signifikan, khususnya di kalangan mahasiswa. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan mahasiswa Pendidikan Ekonomi FKIP Universitas Sebelas Maret sebagai responden. Data dikumpulkan melalui kuesioner menggunakan skala Likert dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa konten media sosial berpengaruh positif dan signifikan terhadap niat beli (t = 6,783; p < 0,05). Demikian pula, penjualan melalui *live streaming* juga berpengaruh positif dan signifikan terhadap niat beli (t = 4,628; p < 0,05). Secara simultan, kedua variabel tersebut berpengaruh signifikan terhadap niat beli (F = 149,145; p < 0,05) dengan nilai koefisien determinasi (R² = 0,612). Temuan ini mengindikasikan bahwa strategi pemasaran digital berperan penting dalam membentuk minat beli mahasiswa UNS.
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