The Influence of Influencer Endorsement, Content Marketing and Live Streaming on Sales Turnover Online Shop in Palembang
DOI:
https://doi.org/10.47747/icbem.v2i2.2594Abstract
This study aims to analyze the impact of influencer endorsement, content marketing, and live streaming on the sales revenue of online shops in Palembang City. The method used is regression analysis involving 100 respondents who are the owners and managers of online shops in Palembang. The results show that all three digital marketing strategies have a significant effect on increasing sales revenue, with live streaming having the greatest impact. As many as 85% of respondents stated that the live streaming feature allows them to interact directly with consumers, demonstrate products, and offer special promotions. Influencer endorsement and content marketing also prove to be effective in attracting consumer attention and increasing trust in the products sold. This study emphasizes the importance of implementing integrated digital marketing strategies to face the increasingly competitive online market in Palembang City.
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