Content Marketing Quality dan Fluency: Analisis Dampaknya Terhadap Purchase Intention Melalui Mediasi Trust Pada Platform Live Streaming

Lutfiana Rahmadhani, Aflit Nuryulia Praswati

Abstract


Penelitian ini bertujuan menganalisis pengaruh content marketing quality dan content marketing fluency terhadap purchase intention melalui mediasi trust pada pengguna layanan live streaming marketplace di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan kuesioner online skala Likert 7 poin, melibatkan minimal 300 responden yang dipilih secara purposive sampling. Validitas danreliabilitasinstrumendiujimelaluipilottest,dananalisis dilakukan menggunakan SEM dengan SmartPLS 3.0 untuk menguji pengaruh langsung dan mediasi. Hasil penelitian menunjukkanbahwa contentmarketingquality dan content marketing fluency berpengaruh positif dan signifikan terhadap trust, sedangkan trust berpengaruh positif dan signifikan terhadap purchase intention. Selain itu, content marketing quality juga berpengaruh langsung positif dan signifikan terhadap purchase intention, sedangkan content marketingfluencyberpengaruhpositiftetapitidaksignifikan. Namun, kedua variabel content marketing ini berpengaruh signifikanterhadappurchaseintentionmelaluimediasitrust. Temuan ini memberikan implikasi bagi strategi pemasaran melaluilivestreaminguntukmeningkatkankepercayaandan niat beli konsumen.


Keywords


Content Marketing Fluency, Content Marketing Quality, Live Streaming, Purchase Intention, Trust.

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.95631

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