FIKRI, HANIF KHOIRUL (2025) PENGARUH SHOPEE LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN PRODUK KAHF (Survei Pada Pengikut Akun Kahf Official Shop Di Shopee). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the impact of the Shopee Live Streaming feature on the purchasing decisions of Kahf products. With the rapid growth of e-commerce, live streaming has become an increasingly utilized digital marketing strategy as it enables direct interaction between sellers and buyers. This research employs a quantitative method with a survey approach, involving respondents who are followers of the Kahf Official Shop on Shopee. Data analysis is conducted using simple linear regression, correlation tests, and hypothesis testing to assess the relationship between the live streaming variable and consumer purchasing decisions. The findings indicate that the Shopee Live Streaming feature has a significant and positive impact on purchasing decisions, as evidenced by a high correlation value. The more frequently consumers participate in live streaming sessions, the higher the likelihood that they will purchase the promoted products. Additionally, factors such as host credibility, the quality of information provided, and the level of interactivity during live streaming play a crucial role in building consumer trust and influencing purchasing decisions. This study contributes to the advancement of knowledge in the field of digital marketing communication while also offering valuable insights for businesses in developing more effective live streaming-based marketing strategies. From a practical perspective, the findings emphasize the importance of enhancing live streaming quality, including content, information delivery, and promotional strategies, to optimize marketing effectiveness and strengthen customer loyalty in the competitive ecommerce landscape. Keywords: Shopee Live Streaming, Purchasing Decision, Marketing Communication, Digital Marketing, E-Commerce Penelitian ini bertujuan untuk mengevaluasi dampak fitur Shopee Live Streaming terhadap keputusan konsumen dalam membeli produk Kahf. Seiring dengan pesatnya pertumbuhan e-commerce, live streaming telah menjadi salah satu strategi pemasaran digital yang semakin populer karena memungkinkan interaksi langsung antara penjual dan pembeli. Penelitian ini menerapkan metode kuantitatif dengan pendekatan survei, di mana responden yang terlibat merupakan pengikut akun resmi Kahf Official Shop di Shopee. Data yang diperoleh dianalisis menggunakan regresi linier sederhana, uji korelasi, serta uji hipotesis guna mengidentifikasi hubungan antara live streaming dan keputusan pembelian konsumen. Hasil penelitian mengindikasikan bahwa fitur Shopee Live Streaming berpengaruh secara signifikan dan positif terhadap keputusan pembelian, yang ditunjukkan oleh nilai korelasi yang tinggi. Semakin sering konsumen mengikuti sesi live streaming, semakin besar kemungkinan mereka untuk membeli produk yang ditawarkan. Selain itu, aspek seperti kredibilitas host, kualitas informasi yang disampaikan, serta tingkat interaktivitas dalam sesi live streaming berperan penting dalam membangun kepercayaan konsumen serta mempengaruhi keputusan pembelian. Penelitian ini memberikan kontribusi bagi pengembangan keilmuan dalam bidang komunikasi pemasaran digital serta memberikan wawasan bagi pelaku usaha dalam merancang strategi pemasaran berbasis live streaming secara lebih efektif. Dari sudut pandang praktis, hasil penelitian ini menekankan pentingnya meningkatkan kualitas live streaming, baik dalam hal konten, penyampaian informasi, maupun strategi promosi, guna memaksimalkan efektivitas pemasaran serta memperkuat loyalitas pelanggan dalam ruang lingkup e-commerce yang kompetitif. Kata kunci: Shopee Live Streaming, Keputusan Pembelian, Komunikasi Pemasaran, Digital Marketing, E-Commerce.
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