Pengaruh Live Streaming dan Konten Pemasaran terhadap Niat Beli Generasi Z pada Produk Skintific di Platform TikTok

Alfauziah, Dhea Reza (2025) Pengaruh Live Streaming dan Konten Pemasaran terhadap Niat Beli Generasi Z pada Produk Skintific di Platform TikTok. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The growth of social media, particularly TikTok has transformed digital marketing strategies in the beauty industry. Skintific, a skincare brand, leverages live streaming and marketing content to build interaction, strengthen customer trust, and drive purchase intention among generation Z. This study aims to examine the effect of live streaming and marketing content on the purchase intention of Skintific products on TikTok, both partially and simultaneously. Using a quantitative method with purposive sampling, data were collected from 130 TikTok users aged 18-27 who had watched Skintific's live streaming or consumed its marketing content. Data were obtained through a likert scale questionnaire and analyzed using multiple linear regresion, t-test, F-test, and coefficient of determination (R2). The results indicate that live streaming has a positive and significant effect on purchase intention (sig. 0.001<0.05; coefficient 0.267), with telepresence as the highest-scoring indicator, showing that strong visuals and interactivity create a sense of real-time presence, while immersion was the lowest, indicating the need to enhance emotional engagement. Marketing content also has a positive and significant effect (sig. 0.001<0.05; coefficient 0.474), with ease of access as the highest indicator, meaning Skintific's content is easy to find and regularly updated, while value scored lowest, suggesting the need to strengthen practical benefits. Simultaneously, both variables significantly affect purchase intention (sig. 0.001; F-value 118.165>F-table 3.07) with R2 of 0.650, indicating 65% explanatory power. The findings conclude that combining interactive live streaming with consistent, relevant content effectively boosts Gen Z's purchase intention toward Skintific products on TikTok.

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