Maria Euginia Yustritama, . (2024) PENGARUH LIVE STREAMING, DISKON, DAN GRATIS ONGKIR TERHADAP MINAT BELI KONSUMEN BITTERSWEET BY NAJLA DI TIKTOK SHOP. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Monthly consumption on TikTok social media takes first place with a twofold growth rate. Companies can take advantage of this opportunity to sell an unlimited number of products in the online market, such as live streaming, discounts, and free shipping. This study aims to determine, prove, and analyze the effect of live streaming, discounts, and free shipping on purchasing decisions. This research is a quantitative study that uses primary data sources using purposive sampling method, obtained respondents who are TikTok users in Jakarta City with an age range of 17-28 years and have shopped at TikTok Shop. Data was collected online, distributed using a questionnaire using Google Form. The analysis technique uses the PLS (Partial Least Square) analysis method through the SmartPLS 4 application. The results of this study indicate that live streaming affects purchase intention, discounts affect purchase intentios, and free shipping affects purchase intention.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111143] [Pembimbing: Diana Triwardhani] [Penguji 1: Guntur Syahputra Saragih] [Penguji 2: Pusporini] |
| Uncontrolled Keywords: | Discount, Free Shipping, Live Streaming, Purchase Intention |
| 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 (S1) |
| Depositing User: | MARIA EUGINIA YUSTRITAMA |
| Date Deposited: | 12 Feb 2025 08:57 |
| Last Modified: | 12 Feb 2025 08:57 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34759 |
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