Shakira, Azura Maharani (2025) PENGARUH KUALITAS PRODUK, LIVE STREAMING, DAN ULASAN ONLINE PADA APLIKASI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Ponds). S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Penelitian ini untuk menganalisis pengaruh Kualitas Produk, Live Streaming, dan Ulasan Online pada aplikasi TikTok terhadap Keputusan Pembelian pada Ponds. Dalam penelitian ini, penulis menggunakan purposive sampling dengan responden yang dianalisis sebanyak 140 responden. Metode analisis dilakukan menggunakan Partial Least Square melalui software statistic SmartPLS4. Hasil penelitian menunjukkan bahwa kualitas produk, live streaming, dan ulasan online berpengaruh positif dan signifikan terhadap keputusan pembelian. This study aims to analyze the effect of product quality, live streaming, and online reviews on purchasing decisions on Ponds in the TikTok Application. In this study, the author used purposive sampling with 140 respondents analyzed. The analysis method was carried out using partial least square through the SmartPLS4 statistical software. The results of the study show that quality product, live streaming, and online reviews have a positive and significant effect on purchasing decisions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121010211 |
| Uncontrolled Keywords: | Kualitas Produk, Live Streaming, Ulasan Online, Keputusan Pembelian. Product Quality, Live streaming, Online Reviews, Purchasing Decisions. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | FHADHILAH SHAFA ARISTA |
| Date Deposited: | 25 Mar 2025 07:47 |
| Last Modified: | 25 Mar 2025 07:47 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95057 |
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