| The rise of technology advancement, many aspects of life have been developed to become digitized. One of the aspects of life that has been digitized and also reformed through innovation is shopping in the form of Live shopping. Various e-commerce such as Tokopedia, is now utilizing this as their content marketing strategy to gain more attraction and purchase from its users. This study would like to research on the impact of Tokopedia Play Night Deal’s Content Marketing towards a consumer’s purchasing decision. The independent variable in this study is content marketing and the dependent variable is purchasing decision. This study utilizes 102 samples from the JABODETABEK area. This research utilizes a simple linear regression analysis. The result of this research is that content marketing has a significant impact towards a consumer’s purchasing decision. |