?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=%0D%0APENGARUH+LIVE+STREAMING%2C+CONTENT+MARKETING%2C+DAN%0D%0ACUSTOMER+TRUST+TERHADAP+KEPUTUSAN+PEMBELIAN+PADA%0D%0AGENERASI+Z+PENGGUNA+SOCIAL+COMMERCE+TIKTOK+DI+FEB%0D%0AUNIVERSITAS+LAMPUNG%0D%0A&rft.creator=ZATU+%2C+KIASATI&rft.subject=332+Ekonomi+keuangan&rft.description=Berkembangnya+era+digital+saat+ini+menjadi+salah+satu+sarana+dalam+berbelanja%2C+%0D%0Adalam+hal+ini+faktor-faktor+seperti+live+streaming%2C+content+marketing%2C+dan+customer%0D%0Atrust+menjadi+elemen+penting+yang+dapat+menentukan+keputusan+pembelian%0D%0Akonsumen+pada+social+commerce+TikTok.+Penelitian+ini+bertujuan+untuk%0D%0Amengetahui+pengaruh+live+streaming%2C+content+marketing%2C+dan+customer+trust%0D%0Aterhadap+keputusan+pembelian+pada+Generasi+Z+pengguna+social+commerce+TikTok%0D%0Adi+FEB+Universitas+Lampung.+Dengan+perkembangan+pesat+e-commerce+berbasis%0D%0Amedia+sosial%2C+faktor-faktor+tersebut+mejadi+elemen+penting+dalam+menentukan%0D%0Akeputusan+pembelian+konsumen.+Data+dikumpulkan+melalui+kuesioner+yang%0D%0Adirancang+menggunakan+Google+Form+dan+disebarkan+kepada+115+responden%0D%0Adengan+metode+non-probability+sampling+serta+teknik+purposive+sampling+dengan%0D%0Apengolahan+data+dilakukan+meggunakan+perangkat+lunak+SPSS+versi+26.+Metode%0D%0Aanalisis+yang+digunakan+adalah+regresi+linier+berganda+dan+pengujian+hipotesis%0D%0Amenggunakan+uji+t+dan+uji+f.+Hasil+penelitian+menunjukkan+bahwa+ketiga+variabel%0D%0Aindependen%2C+yaitu+live+streaming%2C+content+marketing%2C+dan+customer+trust%2C%0D%0Aberpengaruh+positif+dan+signifikan+terhadap+keputusan+pembelian.+Temuan+ini%0D%0Amengidikasikan+bahwa+strategi+pemasaran+berbasis+live+streaming+dan+konten+yang%0D%0Amenarik+serta+upaya+membangun+kepercayaan+konsumen+dapat+meningkatkan%0D%0Akeputusan+pembelian+dalam+social+commerce.%0D%0A%0D%0AKata+Kunci%3A+Live+Streaming%2C+Content+Marketing%2C+Customer+Trust%2C+Keputusan%0D%0APembelian%2C+Social+Commerce%2C+TikTok%0D%0A%0D%0AThe+advancement+of+the+digital+era+has+provided+a+significant+platform+for%0D%0Ashopping.+In+this+context%2C+factors+such+as+live+streaming%2C+content+marketing%2C+and%0D%0Acustomer+trust+play+a+crucial+role+in+influencing+consumers%E2%80%99+purchasing+decisions%0D%0Aon+TikTok+social+commerce.+This+study+aims+to+examine+the+impact+of+live%0D%0Astreaming%2C+content+marketing%2C+and+customer+trust+on+the+purchasing+decisions+of%0D%0AGeneration+Z+users+of+TikTok%E2%80%99s+social+commerce+at+the+Faculty+of+Economics+and%0D%0ABusiness%2C+University+of+Lampung.+With+the+rapid+growth+of+social+media-based+e-%0D%0Acommerce%2C+these+factors+have+become+critical+in+determining+consumer+purchasing%0D%0Adecisions.+Data+was+collected+through+a+questionnaire+designed+using+Google%0D%0AForms+and+distributed+to+115+respondents+using+a+non-probability+sampling+method%0D%0Aand+purposive+sampling+technique.+Data+analysis+was+performed+using+SPSS%0D%0Aversion+26.+The+analytical+methods+used+included+multiple+linear+regression+and%0D%0Ahypothesis+testing+through+t-tests+and+F-tests.+The+results+of+the+study+show+that+all%0D%0Athree+independent+variables%2C+namely+live+streaming%2C+content+marketing%2C+and%0D%0Acustomer+trust%2C+have+a+positive+and+significant+impact+on+purchasing+decisions.%0D%0AThese+findings+suggest+that+marketing+strategies+based+on+live+streaming%2C+engaging%0D%0Acontent%2C+and+efforts+to+build+consumer+trust+can+enhance+purchasing+decisions+in%0D%0Asocial+commerce.%0D%0A%0D%0AKeywords%3A+Live+Streaming%2C+Content+Marketing%2C+Customer+Trust%2C+Purchase%0D%0ADecision%2C+Social+Commerce%2C+TikTok%0D%0A+%0D%0A+%0D%0A&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2025-06-11&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89146%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89146%2F2%2FSKRIPSI%2520FULL%2520TANPA%2520LAMPIRAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89146%2F3%2FSKRIPSI%2520FULL%2520TANPA%2520PEMBAHASAN.pdf&rft.identifier=++ZATU+%2C+KIASATI++(2025)++PENGARUH+LIVE+STREAMING%2C+CONTENT+MARKETING%2C+DAN+CUSTOMER+TRUST+TERHADAP+KEPUTUSAN+PEMBELIAN+PADA+GENERASI+Z+PENGGUNA+SOCIAL+COMMERCE+TIKTOK+DI+FEB+UNIVERSITAS+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F89146%2F