Deara Anisa Permatasari, . (2024) PENGARUH LIVE STREAMING, FLASH SALE, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION PADA PLATFORM TIKTOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze and prove the influence of three independent variables, namely Live Streaming, Flash Sale, and Electronic Word of Mouth (E-WOM), on purchasing decisions for fashion products on TikTok. The approach used is quantitative, with descriptive analysis to explain sample characteristics and inferential analysis using SmartPLS version 4.0. The population of the study consists of TikTok users aged 17 and above, residing in Jakarta (excluding the Thousand Islands), who have made fashion product purchases on TikTok. A total of 100 respondents were selected using a non-probability sampling method. Data was collected through the distribution of a Google Form questionnaire shared via social media. The results of the study show that: (1) Live streaming has a positive and significant effect on purchasing decisions, (2) Flash sale has a positive and significant effect on purchasing decisions, and (3) E-WOM has a positive and significant effect on purchasing decisions. Keywords: Electronic Word of Mouth (E-WOM), Flash Sale, Live Streaming, Purchasing Decision.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111252] [Pembimbing: Suharyati] [Penguji 1: Diana Triwardhani] [Penguji 2: Pusporini] |
| Uncontrolled Keywords: | Electronic Word of Mouth (E-WOM), Flash Sale, Live Streaming, Purchasing Decision. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | DEARA ANISA PERMATASARI |
| Date Deposited: | 20 Feb 2025 04:12 |
| Last Modified: | 20 Feb 2025 04:12 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34791 |
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