Understanding Consumer Purchasing Intention in Social Commerce Through Live Streaming Content and Sales Promotion

Live streaming as content marketing has consistently proven outstanding at drawing customer attention in social commerce, particularly with sales promotion efforts. The aim of the research is to determine the impact of content marketing and sales promotion during the twin date campaign on purchase intention in social commerce. The quantitative research approach was employed in this study, with data collected by questionnaires given online via Instagram and live streaming to the target market aged 15–44 years. The sample in this study amounted to 400 respondents obtained through convenience sampling techniques. The concepts tested in this research are content marketing, sales promotion, and purchase intention. The results of this research show that marketing content and sales promotions simultaneously have a significant influence on purchase intention. The contribution of content marketing and sales promotion to purchasing interest is 66.1% with a regression coefficient of 0.788 for the variable. The conclusion of this research is that live streaming as a content marketing and sales promotions have a strong relationship with a significant influence on purchase intention.