PENGARUH LIVE STREAMING, CONTENT MARKETING,COPYWRITING, AFFILIATE MARKETING, DAN VALUE PERCEPTION TERHADAP PURCHASE INTENTION (Studi pada Brand Novamos di TikTok Shop)

The rapid development of digital technology has driven significant changes in
marketing strategies, including the use of the TikTok Shop platform as a
promotional and sales medium. This study aims to analyze the influence of live
streaming, content marketing, copywriting, affiliate marketing, and value
perception on consumer purchase interest in the Novamos brand on TikTok
Shop. This research is a quantitative study with an associative approach. The
study population was followers of the TikTok account @novamos.official, and
135 respondents were selected as a sample using a purposive sampling
technique. Data collection was carried out through the distribution of online
questionnaires. The data analysis technique used was multiple linear
regression analysis with the help of SPSS version 26 software. The results
showed that three variables, namely live streaming (coefficient 0.400; p =
0.000), content marketing (coefficient 0.293; p = 0.003), and value perception
(coefficient 0.245; p = 0.012), had a positive and significant effect on
consumer purchase intention. Meanwhile, the variables copywriting
(coefficient 0.047; p = 0.688) and affiliate marketing (coefficient 0.093; p =
0.344) did not show a significant effect. These findings indicate that the visual
and interactive power of live streaming as well as the quality of content and
perception of product value play an important role in shaping consumer
purchasing decisions on social commerce platforms. Conversely, copywriting
and affiliate marketing need to be evaluated and adjusted to better suit the
characteristics and expectations of TikTok users.