PENGARUH INFLUENCER MARKETING, HARGA, DAN LIVE STREAMING: Studi Kasus Pada Generasi Z Pengguna TikTok Shop Di DKI Jakarta

Ananda Putri Dalfi, . (2024) PENGARUH INFLUENCER MARKETING, HARGA, DAN LIVE STREAMING: Studi Kasus Pada Generasi Z Pengguna TikTok Shop Di DKI Jakarta. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study that aims to determine the influence of influencer marketing, price, and live streaming on purchasing decisions for Skintific products. The population in this study was the total number of active TikTok users from consumers of Skintific products among Generation Z in DKI Jakarta with a sample of 100 respondents using a non-probability sampling technique with a purposive sampling method. The test tool used is SmartPLS 4.0. The results of this research show (1) there is a significant influence of influencer marketing on the decision to purchase Skintific products, (2) there is a significant influence of price on the decision to purchase Skintific products (3) there is a significant influence of live streaming on the decision to purchase Skintific products. Meanwhile, the adjusted R square value is 78.5%, which means that influencer marketing, price and live streaming together have an influence on purchasing decisions, while the remaining 21.5% is caused by other factors outside the research model on Skintific products in DKI Jakarta. Keywords: influencer marketing, price, live streaming, and purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111105] [Pembimbing: Jenji Gunaedi Argo] [Penguji 1: Yuliniar] [Penguji 2: Heni Nastiti]
Uncontrolled Keywords: influencer marketing, price, live streaming, and purchasing decisions.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Ananda Putri Dalfi
Date Deposited: 21 Mar 2024 04:46
Last Modified: 21 Mar 2024 04:46
URI: http://repository.upnvj.ac.id/id/eprint/28748

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