?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+CONTENT+MARKETING+DAN+LIVE+STREAMING+DI%0D%0ATIKTOK+SHOPTERHADAP+KEPUTUSAN+PEMBELIAN+PRODUK%0D%0AFASHION+MELALUI+KEPUASAN+KONSUMEN+PADA%0D%0AMAHASISWA+PENDIDIKAN+EKONOMI%0D%0AUNIVERSITAS+LAMPUNG&rft.creator=DEPI+%2C+APRILIANI+&rft.subject=370+Pendidikan&rft.description=Latar+belakang+dari+penelitian+ini+adalah+51%2C4%25+mahasiswa+Pendidikan+Ekonomi%0D%0AUniversitas+Lampung+tidak+berinteraksi+dengan+host+saat+live+streaming+di+TikTok+shop.%0D%0APenelitian+ini+bertujuan+untuk+mengetahui+pengaruh+content+marketing+dan+live+streaming%0D%0Aterhadap+keputusan+pembelian+produk+fashion+mahasiswa+Pendidikan+Ekonomi+Universitas%0D%0ALampung+dengan+kepuasan+konsumen+sebagai+variabel+mediasi.%0D%0APenelitian+ini+menggunakan+metode+deskriptif+verifikatif+dengan+pendekatan%0D%0Asurvei+dan+ex+post+facto.+Populasi+dalam+penelitian+ini+adalah+mahasiswa+aktif+Pendidikan%0D%0AEkonomi+angkatan+2021%2C2022%2C+dan+2023.+Sampel+yang+digunakan+dalam+penelitian+ini%0D%0Aberjumlah+114+mahasiswa+dengan+teknik+pengambilan+sampel+menggunakan%0D%0Anonprobability+sampling.%0D%0AHasil+penelitian+ini+menunjukkan+bahwa+kadar+determinasi+sebesar+0%2C449+atau%0D%0A44%2C9%25+hal+ini+berarti+variabel+belajar+dipengaruhi+oleh+content+marketing%2C+live+streaming%2C%0D%0Adan+kepuasan+konsumen+sebesar+44%2C9%25+dan+sisanya+sebesar+51%2C1%25+dipengaruhi+faktor+lain.%0D%0AKesimpulannya%2C+semakin+baik+content+marketing+dan+live+streaming+diterapkan+di+Tiktok%0D%0Ashop%2C+semakin+besar+kemungkinan+mahasiswa+untuk+mengambil+keputusan+pembelian%0D%0Aproduk+fashion+di+platform+Tiktok+shop%2C+dengan+kepuasan+konsumen+sebagai+variabel%0D%0Amediasi+yang+signifikan.%0D%0AKata+Kunci%3A+Content+Marketing%2C+Kepuasan+Konsumen%2C+Keputusan+Pembelian%2C+Live%0D%0AStreaming%0D%0A%0D%0AThe+background+of+this+study+is+that+51.4%25+of+Economics+Education+students+at+the%0D%0AUniversity+of+Lampung+do+not+interact+with+the+host+during+live+streaming+on+the+TiTok%0D%0Ashop.+This+study+aims+to+determine+the+influence+of+content+marketing+and+live+streaming%0D%0Aon+the+decision+to+purchase+fashion+products+for+students+of+Economics+Education%2C%0D%0AUniversity+of+Lampung+with+consumer+satisfaction+as+a+mediating+variable.+This+study+uses%0D%0Aa+verifiable+descriptive+method+with+a+survey+and+ex+post+facto+approach.+The+population%0D%0Ain+this+study+is+active+students+of+Economics+Education+in+the+2021%2C+2022%2C+and+2023+batches.%0D%0AThe+sample+used+in+this+study+amounted+to+114+students+with+sampling+techniques+using%0D%0Anonprobability+sampling.+The+results+of+this+study+show+that+the+determination+level+is+0.449%0D%0Aor+44.9%25%2C+this+means+that+the+learning+variables+are+influenced+by+content+marketing%2C+live%0D%0Astreaming%2C+and+consumer+satisfaction+by+44.9%25+and+the+remaining+51.1%25+are+influenced%0D%0Aby+other+factors.+In+conclusion%2C+the+better+content+marketing+and+live+streaming+are%0D%0Aimplemented+in+the+Tiktok+shop%2C+the+more+likely+students+are+to+make+decisions+to+purchase%0D%0Afashion+products+on+the+Tiktok+shop+platform%2C+with+consumer+satisfaction+as+a+significant%0D%0Amediating+variable.%0D%0AKeywords%3A+Content+Marketing%2C+Consumer+Satisfaction%2C+Live+Streaming%2C+Purchase%0D%0ADecisions.&rft.publisher=FAKULTAS+KEGURUAN+DAN+ILMU+PENDIDIKAN&rft.date=2025-05-27&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88567%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88567%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88567%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++DEPI+%2C+APRILIANI+++(2025)+PENGARUH+CONTENT+MARKETING+DAN+LIVE+STREAMING+DI+TIKTOK+SHOPTERHADAP+KEPUTUSAN+PEMBELIAN+PRODUK+FASHION+MELALUI+KEPUASAN+KONSUMEN+PADA+MAHASISWA+PENDIDIKAN+EKONOMI+UNIVERSITAS+LAMPUNG.++FAKULTAS+KEGURUAN+DAN+ILMU+PENDIDIKAN%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F88567%2F