Rafly, Muhammad (2025) PENGARUH LIVE STREAMING TIKTOK SHOP TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE ORIGINOTE (Survei Pada Followers Akun TikTok The Originote). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Aktivitas jual beli pada live streaming yang memungkinkan penjual berinteraksi langsung dengan calon pembeli melalui platform virtual seperti TikTok yang membuka peluang baru bagi bisnis untuk mempromosikan produknya. Penelitian ini menganalisis pengaruh live streaming yang dilakukan The Originote di TikTok Shop terhadap keputusan pembelian. Penelitian ini menggunakan metode kuantitatif dan survei online, data dikumpulkan dari pengikut akun TikTok @theoriginote, untuk mengukur persepsi terhadap live streaming, keterlibatan audiens, serta dampaknya pada keputusann pembelian (AISAS) konsumen. Dalam penelitian ini, peneliti akan melakukan uji korelasi, uji koefisien determinasi, dan uji regresi terhadap data dari kuesioner yang dibagikan kepada followers TikTok The Originote. Tujuan dari penelitian ini adalah untuk menganalisis sejauh mana hubungan antara live streaming dan keputusan pembelian produk The Originote. Hasil penelitian menunjukkan bahwa live streaming memiliki pengaruh sebesar 52% terhadap keputusan pembelian, sedangkan 48% dipengaruhi oleh faktor lain. Subdimensi yang paling dominan dalam live streaming adalah “bonus,” sementara dalam keputusan pembelian (AISAS), subdimensi tertinggi adalah “search.” Buying and selling activities on live streaming that allow sellers to interact directly with potential buyers through virtual platforms such as TikTok which opens up new opportunities for businesses to promote their products. This study analyzes the effect of live streaming conducted by The Originote at TikTok Shop on purchasing decisions. This research uses quantitative methods and online surveys, data collected from followers of the TikTok account @theoriginote, to measure perceptions of live streaming, audience engagement, and its impact on consumer purchase decisions (AISAS). In this study, researchers will conduct a correlation test, coefficient of determination test, and regression test on data from questionnaires distributed to TikTok The Originote followers. The purpose of this study is to analyze the extent of the relationship between live streaming and purchasing decisions for The Originote products. The results showed that live streaming has an influence of 52% on purchasing decisions, while 48% is influenced by other factors. The most dominant subdimension in live streaming is “bonus,” while in purchasing decisions (AISAS), the highest subdimension is “search.”
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44321010078 |
| Uncontrolled Keywords: | TikTok, The Originote, Live Streaming, Keputusan Pembelian TikTok, The Originote, Live Streaming, Purchase Decision |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Penyiaran |
| Depositing User: | FHADHILAH SHAFA ARISTA |
| Date Deposited: | 14 Mar 2025 02:48 |
| Last Modified: | 14 Mar 2025 02:48 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94884 |
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