ANALISIS KEPUTUSAN PEMBELIAN COUNTERFEIT FASHION PRODUCTS PADA E-COMMERCE

Jelita Puspita Wiyana, . (2024) ANALISIS KEPUTUSAN PEMBELIAN COUNTERFEIT FASHION PRODUCTS PADA E-COMMERCE. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study analyzes the influence of Electronic Word of Mouth, Live Streaming, and Counterfeit Fashion Products with Price as a moderator on Purchasing Decisions in Shopee e-commerce. The method uses smartPLS SEM with 208 respondents. The results show that Electronic Word of Mouth has a significant positive effect on purchasing decisions, increasing consumer trust and intentions. Counterfeit fashion products also have a significant positive effect on purchasing decisions, attracting consumers with affordable prices even though the quality is lower. Live streaming as a promotional method has a significant positive effect on purchasing decisions, increasing consumer interest and trust through live demonstrations and real-time interactions. Price strengthens the relationship between interest in Counterfeit Fashion Products and purchasing decisions. These findings emphasize the importance of the role of price, Electronic Word of Mouth, and live streaming in digital marketing strategies to improve purchasing decisions in e-commerce.

Item Type: Thesis (Tesis)
Additional Information: [No.Panggil: 2210122016] [Pembimbing: Iwan Kresna Setiadi] [Penguji 1: Alfatih Sikki Manggabarani] [Penguji 2: Maria Assumpta Wikantari]
Uncontrolled Keywords: Electronic Word of Mouth, Live Streaming, Counterfeit Fashion Products, Price, Buying Decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: JELITA PUSPITA WIYANA
Date Deposited: 27 Sep 2024 06:33
Last Modified: 27 Sep 2024 06:33
URI: http://repository.upnvj.ac.id/id/eprint/32634

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