The Influence of Tiktok Live Streaming and Content Marketing on Purchase Intention for Glad2glow Products Among Business Education Students (Class Of 2022) at Universitas Negeri Surabaya

Abstract

The rapid growth of TikTok as a social commerce platform has created new opportunities for brands to engage consumers throughinteractive live streaming and content marketing. However, empirical evidence regarding how these two forms of digital marketingare associated with purchase intention remains mixed. This study aims to examine the relationship of TikTok live streaming andcontent marketing with purchase intention for Glad2Glow products among Business Education students, Class of 2022, at Universitas Negeri Surabaya. A quantitative cross-sectional survey was conducted involving 80 respondents selected through purposive sampling. The respondents were active Business Education students who used TikTok and had been exposed to Glad2Glow promotional contentand live streaming on TikTok. Data were analyzed using multiple linear regression. The findings indicate that live streaming wassignificantly and positively associated with purchase intention (B = 0.463; p < 0.001), while content marketing also showed a significant and positive association with purchase intention (B = 0.422; p < 0.001). The two predictors jointly explained 61.9% of thevariance in purchase intention (R² = 0.619). These findings contribute to the social commerce literature by providing empiricalevidence that interactive live streaming and content marketing are relevant factors associated with consumers’ purchase intention in the TikTok context. Practically, the findings highlight the importance of integrating interactive and informative digital content in social commerce strategies for skincare brands.