1. Home
  2. Vol 4, No 2 (2026)
  3. Suleman

The Influence of Content Marketing and Live Streaming on Impulse Buying of the Jiniso Brand on TikTok Shop (A Case Study of Generation Z in Gorontalo City)

Author


Risnawaty Suleman(1Mail), Rizan Machmud(2), Yulinda L Ismail(3), Melan Angriani Asnawi(4),
(1) Universitas Negeri Gorontalo,
(2) Universitas Negeri Gorontalo,
(3) Universitas Negeri Gorontalo,
(4) Universitas Negeri Gorontalo,

Mail Corresponding Author
Article Analytic
  [File Size: 460KB]  Language: en
Available online: 2026-02-25  |  Published : 2026-02-25
Copyright (c) 2026 Risnawaty Suleman, Rizan Machmud, Yulinda L Ismail, Melan Angriani Asnawi
Article can trace at:

Article Metrics

Abstract Views: 24 times PDF Downloaded: 14 times

Abstract


This study aims to determine: (1) the effect of content marketing on impulse buying of the Jiniso brand in TikTok Shop, (2) the effect of live streaming on impulse buying of the Jiniso brand in TikTok Shop, and (3) the effect of content marketing and live streaming on impulse buying. This study used a quantitative approach by distributing questionnaires to 100 respondents who are Generation Z in Gorontalo City. The sampling technique used purposive sampling. Data were analyzed using multiple linear regression with the help of SPSS. The results of the study indicate that: (1) partially, content marketing has a positive and significant effect on impulse buying with a significance value of 0.042 and a calculated t > t table, namely 2.968 > 1.948, (2) live streaming also has a positive and significant effect on impulse buying with a significance value of 0.000 and a calculated t > t table, namely 5.062 > 1.948; and (3) simultaneously, content marketing and live streaming have a significant effect on impulse buying with a significance value of 0.000 and f count > f table, namely 33.701 > 3.09. The coefficient of determination (R) value of 0.604 indicates that 60.4% of the variation in impulse buying can be explained by content marketing and live streaming, while 39.6% is influenced by other variables not examined in this study.

Keywords


Content Marketing, Live Streaming, Impulse Buying.

References


Amsani, P. D., & Hadi, S. P. (2021). The influence of discount and store atmosphere on impulse buying behavior: A case study of Lottemart Wholesale consumers in Semarang. Jurnal Administrasi Bisnis, 6(1), 112.

Chen, Y., Zhang, L., & Wang, Q. (2023). The role of content marketing in enhancing customer engagement and impulsive buying in social commerce. Journal of Digital Marketing Innovation, 8(1), 2539.

dataindonesia_id. (2024). 8 countries with the longest average TikTok usage duration on Android phones. Retrieved April 29, 2025, from https://www.instagram.com/dataindonesia_id/p/DBTOtpxJRxQ/

Devita, C. (2023). The influence of self-monitoring on impulse buying among adolescent girls in replica bag purchases. Parsimonia, 2(2), 4353.

Dewi, W. A. (2023). The influence of content marketing, live streaming, and online customer reviews on purchase intention: A case study of Jiniso brand on TikTok app in Malang. UIN Maulana Malik Ibrahim Malang.

Diany, A. A., Sangen, M., & Faisal, I. (2020). The effect of sales promotion and store atmosphere on positive emotion and impulse buying behavior at Matahari Department Store Duta Mall, Banjarmasin. JWM (Jurnal Wawasan Manajemen), 7(1), 65.

Faradiba, B., & Syarifuddin, M. (2021). Covid-19: The effect of live streaming video promotion and electronic word of mouth on buying purchasing. Economos: Jurnal Ekonomi dan Bisnis, 4(1), 19.

Hilvert-Bruce, Z., Neill, J. T., Sjoblom, M., & Hamari, J. (2022). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 5667.

Hu, Y., Zhang, J., & Wang, X. (2022). Exploring the effect of emotional content marketing on impulse buying behavior in social commerce. Journal of Interactive Marketing, 59, 6580.

Huda, I. U., Karsudjono, A. J., & Darmawan, R. (2021). The influence of content marketing and lifestyle on purchase decisions in small and medium enterprises on social media. Al-Kalam, 8(1), 3240.

Irene, L. (2021). Analysis of the effect of content marketing on customer retention with brand attitude and customer engagement as mediating variables: Wimsilak cigarette users in Surabaya. Jurnal Garuda Rujukan Digital, 53(9), 16891699.

Karr, D. (2020). How to map your content to unpredictable customer journeys (4th ed.). San Francisco, CA: Meltwater.

Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information, 12(6).

Liu, H., & Sun, R. (2023). Livestream shopping and impulse purchase: Exploring the psychological mechanisms in real-time sales. Journal of Interactive Advertising, 23(2), 105120.

Liu, Y., Wang, Y., & Li, H. (2022). Understanding consumers impulsive buying in livestreaming commerce: The role of streamer characteristics and perceived value. Journal of Business Research, 143, 123134.

Mileros, M. D., Lakemond, N., & Forchheimer, R. (2021). Towards a taxonomy of e-commerce: Characterizing content creator-based business models. Technology Innovation Management Review, 9(10), 6277.

Munajat, C., Firanti, D., Subagja, R., & Laillatul Qodri, T. D. (2023). Impulsive buying phenomenon on the TikTok Shop platform. KarismaPro, 14(1), 2834.

Ningrum, R. A., & Widanti, A. (2023). Effect of shopping lifestyle and sales promotion on impulse buying moderated by openness to experience on Shopee. International Journal of Management and Digital Business, 2(1), 1429.

Nurafifah, A. R., & Desmiza. (2024). Analysis of store atmosphere and sales on impulse buying mediated by shopping emotion at Miniso retail stores in Bandung. Journal of Management and Business (JOMB), 6(3), 10931106.

Nurijayanti, A., Sukamdiani, M. G., Noor, D., & Perdana, C. (2023). The effect of product reviews, content marketing, and price perception on TikTok purchase decisions: Camille Beauty by Nadya Shavira. Jurnal Wirausaha dan Ilmu Ekonomi (Wiranomika), 2(1), 117.

Pulizzi, J., & Rose, R. (2023). Content marketing strategy: Harness the power of your brands voice. New Jersey: Wiley Publishing.

Putra, M. A., & Hayadi, I. (2024). The effect of live streaming on impulse buying from an affordance perspective on TikTok platform. Ekombis Review: Jurnal Ilmiah Ekonomi dan Bisnis, 12(1), 761772.

Rachmawati, D., & Purwanegara, M. S. (2023). Marketing and live streaming in influencing impulsive buying behavior on social commerce platforms. Journal of Interactive Marketing Research, 11(2), 112125.

Rahmawati, A. (2023). The influence of flash sale programs on impulse buying behavior: A study of Shopee app users in Poris Jaya. UIN Syarif Hidayatullah Jakarta.

Ramadhanty, F. R. (2025). Characteristics of promotional discourse in live streaming of Somethinc beauty store on TikTok app. Retrieved April 30, 2025, from https://www.kompasiana.com/callynaaa/680609ebc925c44a8a5a9812

Rimanto, D. (2025). The influence of live streaming and content marketing on purchase decisions on TikTok Shop: A case study of Generation Z. In Seminar Nasional Hasil Penelitian dan Pengabdian Masyarakat 2025 (pp. 608616). Institut Informatika dan Bisnis Darmajaya.

Saadah, A. N., Rosma, A., & Aulia, D. (2022). Generation Z perception of TikTok Shop features on the TikTok app. Transekonomika: Akuntansi, Bisnis dan Keuangan, 2(5), 131140.

Safitri, A. A. (2024). The effect of affiliate marketing, content marketing, and flash sales on consumer purchase intention at Jasminejilbab through online shop: A study of students at the Faculty of Economics and Business, Universitas PGRI Adi Buana Surabaya. Universitas PGRI Adi Buana Surabaya.

Salerindra, B. (2020). Determinants of investment decisions among students at university investment galleries in Surabaya and Malang. Jurnal Ilmu Manajemen, 8(1), 157173.

Sugiyono. (2020). Metode penelitian manajemen: Pendekatan kuantitatif, kualitatif, kombinasi (mixed methods), penelitian tindakan (action research), penelitian evaluasi. Bandung: Alfabeta.

Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif, R&D. Bandung: Alfabeta.

Sutanto, J. (2019). The influence of trust, ease of use, information quality, and risk perception on purchase decisions via social networking sites in Semarang. Universitas Katolik Soegijapranata.

Utami, P. H., Ni Made Ras, A., & Suryawati, I. G. A. A. (2021). The effect of using #skincareviral in TikTok videos on skincare purchase intention among TikTok users in Denpasar. Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Udayana, 18. Retrieved from www.cnbcindonesia.com

Wang, L., Chen, X., & Liu, Y. (2024). The impact of short video content marketing on consumer impulse buying behavior: Evidence from TikTok users. Journal of Digital Marketing Research, 18(1), 4562.

Wang, S., Lin, T., & Liao, Y. (2022). The intermediary effect of attachment behavior in live streaming marketing. Modern Economics & Management Forum, 3(4), 262.

Wearesocial. (2024). Use of Jiniso brand among Generation Z. Retrieved from https://wearesocial.com/id/blog/2024/01/digital-2024/

Wisudawati, N. N. S., Sari, P. R. J., Yoga, I. M. S., & Nadera, I. M. M. (2020). The development of attraction potency to improve the quality of Denpasar city tourism. International Journal of Applied Sciences in Tourism and Events, 4(1), 59.

Yunita, D., Widad, A., Diah, Y. M., & Farla, W. (2021). Developing content marketing as a strategy to increase brand awareness for businesses during the Covid-19 pandemic. Sricommerce: Journal of Sriwijaya Community Services, 2(2), 8996.

Zhang, P., Chao, C.-W., & Chiong, R. (2023). Effects of in-store live stream on consumers offline purchase intention. Journal of Retailing and Consumer Services, 72, 103262.


Refbacks

  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.