PENGARUH LIVE STREAMING, AFFILIATE, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE

KARMILA, ZAHRA PUTRI (2025) PENGARUH LIVE STREAMING, AFFILIATE, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 COVER.pdf Download (379kB) | Preview
	Text (BAB I) 02 BAB 1.pdf Restricted to Registered users only Download (318kB)
	Text (BAB II) 03 BAB 2.pdf Restricted to Registered users only Download (349kB)
	Text (BAB III) 04 BAB 3.pdf Restricted to Registered users only Download (215kB)
	Text (BAB IV) 05 BAB 4.pdf Restricted to Registered users only Download (373kB)
	Text (BAB V) 06 BAB 5.pdf Restricted to Registered users only Download (108kB)
	Text (DAFTAR PUSTAKA) 07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (282kB)
	Text (LAMPIRAN) 08 LAMPIRAN.pdf Restricted to Registered users only Download (750kB)

Abstract

This study's overarching goal is to dissect how Shopee's affiliate programme, brand ambassadors, and live streaming affect consumers' propensity to buy. This research used 100 respondents as its sample, using Hair's methodology to sampling. Questionnaires with a Likert scale were distributed in order to gather data. Descriptive statistics, run with SPSS 25, constitute the analytical methodology. This research found that online purchase choices were positively and significantly impacted by affiliate marketing, positively and significantly impacted by brand ambassadors, and negatively and significantly impacted by live streaming. Keywords: Purchase Decisions, Live Streaming, Affiliate, Brand Ambassador Tujuan utama penelitian ini adalah untuk membedah bagaimana program afiliasi Shopee, brand ambassador, dan streaming langsung memengaruhi kecenderungan konsumen untuk membeli. Penelitian ini menggunakan 100 responden sebagai sampelnya, dengan menggunakan metodologi Hair untuk pengambilan sampel. Kuesioner dengan skala Likert didistribusikan untuk mengumpulkan data. Statistik deskriptif, dijalankan dengan SPSS 25, merupakan metodologi analitis. Penelitian ini menemukan bahwa pilihan pembelian daring dipengaruhi secara positif dan signifikan oleh pemasaran afiliasi, dipengaruhi secara positif dan signifikan oleh duta merek, dan dipengaruhi secara negatif dan signifikan oleh streaming langsung. Kata Kunci: Keputusan Pembelian, Live Streaming, Affiliate, Brand Ambasador

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 129
NIM/NIDN Creators:	43120120077
Uncontrolled Keywords:	Keputusan Pembelian, Live Streaming, Affiliate, Brand Ambasador
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 128 Humankind/Filsafat Kehidupan Manusia > 128.3 Attributes and Faculties/Atribut dan Fakultas > 128.37 Emotion/Emosi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	02 Jul 2025 07:22
Last Modified:	02 Jul 2025 07:22
URI:	http://repository.mercubuana.ac.id/id/eprint/95977

Actions (login required)

View Item