The Influence of Content Marketing and Product Reviews on Purchase Decisions on TikTok: The Role of Live Streaming as a Supporting Factor

Entrepreneurs need to pay special attention to their product marketing strategies to attract consumer interest in making purchasing decisions through the social media platform TikTok. This study aims to analyze the influence of content marketing and product reviews on purchasing decisions on TikTok, with live streaming as a moderating variable. Primary data were collected through surveys using questionnaires. The sampling technique applied was purposive sampling, with a minimum sample size calculated using the Lemeshow formula, resulting in a total of 120 respondents from the West Java community who have TikTok accounts, have purchased products due to promotional content on TikTok, and have watched live streaming sales of products on the platform. Data analysis was conducted using the Smart PLS method. The study's findings reveal that content marketing and product reviews have a positive impact on purchasing decisions. However, live streaming does not moderate the relationship between content marketing and product reviews in influencing purchasing decisions. Nevertheless, live streaming as an independent variable still positively affects TikTok's purchasing decisions.