Pengaruh Affiliate Marketing, Content Marketing dan Live Streaming Terhadap Keputusan Pembelian Produk Lunafore di E-Commerce

Abstract

This research is designed to examine the extent to which digital marketing strategies shape
consumers purchase decisions for Lunafore products in online marketplaces. The analysis
concentrates on three core variables, namely affiliate marketing, content marketing, and live
streaming. A quantitative research framework was employed by integrating descriptive and
verificative methods to ensure robust empirical assessment. Data were collected through an online
Likert-scale questionnaire distributed to 100 internet users selected using purposive sampling
techniques. The collected responses were subsequently analyzed using multiple linear regression to
evaluate the relationships among variables. The empirical results reveal that live streaming, content
marketing, and affiliate marketing each exert a positive and statistically significant effect on
consumers’ purchasing decisions. Furthermore, the simultaneous testing indicates that these three
variables jointly explain 62.6% of the variance in purchase decisions. These findings highlight the
strategic importance of adopting an integrated digital marketing approach to strengthen consumer
purchase behavior within e-commerce environments.