PENGARUH LIVE STREAMING, BRAND IMAGE, DAN PERCEIVED LUXURY VALUE TERHADAP MINAT BELI YSL BEAUTY

Elgiva Corinthia Widyasati, . (2025) PENGARUH LIVE STREAMING, BRAND IMAGE, DAN PERCEIVED LUXURY VALUE TERHADAP MINAT BELI YSL BEAUTY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Digital marketing transformation through e-commerce and live streaming on TikTok presents significant opportunities for YSL Beauty as a luxury brand; however, high audience exposure and interaction are not always followed by consistent purchase intention, creating a gap between consumer attention and buying intent. This study aims to examine the influence of live streaming, brand image, and perceived luxury value on purchase intention toward YSL Beauty. A quantitative approach was employed using purposive sampling. The sample consisted of 155 TikTok users who had watched YSL Beauty Indonesia’s live streaming, were familiar with YSL Beauty products, resided in the Administrative City of Jakarta, and were aged 18 years and above. Data were collected through an online questionnaire distributed via Google Form and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that live streaming, brand image, and perceived luxury value each have a positive and significant influence on purchase intention toward YSL Beauty. This study has several limitations, including restricted access to official data from YSL Beauty Indonesia and a relatively low response rate due to respondents’ concerns about the increasing prevalence of online fraud.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210111256] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 2: Dea Delia Lestari] [Ketua Penguji: Miguna Astuti]
Uncontrolled Keywords: Live Streaming, Brand Image, Perceived Luxury Value, Purchase Intention, YSL Beauty
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: ELGIVA CORINTHIA WIDYASATI
Date Deposited: 08 Apr 2026 06:26
Last Modified: 08 Apr 2026 06:26
URI: http://repository.upnvj.ac.id/id/eprint/41633

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