PENGARUH INFLUENCER CREDIBILITY, LIVE STREAMING COMMERCE, DAN PRICING TERHADAP PURCHASE INTENTION PRODUK SKINTIFIC PADA TIKTOK SHOP

Kezya Shabirah Herman, . (2025) PENGARUH INFLUENCER CREDIBILITY, LIVE STREAMING COMMERCE, DAN PRICING TERHADAP PURCHASE INTENTION PRODUK SKINTIFIC PADA TIKTOK SHOP. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to determine the effect of three independent variables, namely Influencer Credibility, Live Streaming Commerce, and Pricing on the Intention in Purchasing Skintific Products on TikTok Shop. This study uses a quantitative approach with descriptive analytical techniques to describe the characteristics of respondents, as well as inferential analysis using SmartPLS version 4.0 software through the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The population of this study consisted of TikTok Shop users aged 17 years and above who were active in Jakarta, were familiar with Skintific products, and had watched live streaming promotions for Skintific products on TikTok. The research sample consisted of 190 respondents selected using non-probability sampling. Data collection was conducted by distributing a Google form questionnaire through social media. The test results show that (1) there is a positive and significant influence of influencer credibility on purchase intention, (2) there is a positive and significant influence of live streaming commerce on purchase intention, and (3) there is a positive and significant influence of pricing on purchase intention. These findings indicate that influencer credibility, digital marketing strategies involving real-time interaction, and pricing can increase consumer interest in purchasing Skintific products on the TikTok Shop platform.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210111192] [Pembimbing: Suharyati] [Penguji 1: Princhita Nabila Maram Pahlawan] [Ketua Penguji: Guntur Syahputra Saragih]
Uncontrolled Keywords: Influencer Credibility, Live Streaming Commerce, Pricing, Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: KEZYA SHABIRAH HERMAN
Date Deposited: 17 Mar 2026 02:24
Last Modified: 17 Mar 2026 02:24
URI: http://repository.upnvj.ac.id/id/eprint/41931

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