THE INFLUENCE OF LIVE STREAMING, CONTENT MARKETING AND FLASH SALE ON INTEREST IN BUYING CLOTHES IN THE SHOPEE APPLICATION E-COMMERCE
Keywords:
Live Streaming, Content Marketing, Flash Sale, interested in buyingAbstract
This research aims to test and analyze the influence of live streaming, content marketing and flash sales on interest in buying clothes on the Shopee e-commerce application. Fashion/clothing products are a public need that will never run out because these products are one of the primary needs of everyone, especially students. Of the total 9,566 students as a population, only 162 Muhammadiyah University of Jember students were taken as samples. By using causal quantitative research and using SPSS assistance in carrying out multiple linear regression tests between the independent variables and the dependent variable. Based on the results of this research, it is stated that live streaming has no effect on buying interest, but content marketing and flash sales have a significant influence on buying interest in clothes on the Shopee e-commerce application
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