PENGARUH LIVE STREAMING TIKTOK, SOCIAL MEDIA INFLUENCER DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SKINCARE MS GLOW

Rachman, Azahra Kurnia (2026) PENGARUH LIVE STREAMING TIKTOK, SOCIAL MEDIA INFLUENCER DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SKINCARE MS GLOW. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of TikTok Live Streaming, Social Media Influencers, and Product Quality on the purchasing decisions of MS Glow skincare among consumers who are active on the TikTok platform. The independent variables in this study include TikTok Live Streaming, Social Media Influencers, and Product Quality, while the dependent variable is Purchasing Decision. The research population consists of TikTok users who have watched MS Glow promotional live streams or viewed influencer content related to the product. The research sample included 105 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using SmartPLS 4.0. The analysis process involved testing the outer model, which includes convergent validity, discriminant validity, composite reliability, and Cronbach’s Alpha, as well as testing the inner model, which comprises R-Square (

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010120
Uncontrolled Keywords:	Live Streaming TikTok, Social Media Influencer, Kualitas Produk, Keputusan pembelian
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 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 322 Relation of The State of Organized Groups/Hubungan Negara dengan Kelompok Sosial yang Terorganisir > 322.3 Business and Industry/Bisnis dan Industri 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	28 Apr 2026 05:23
Last Modified:	28 Apr 2026 05:23
URI:	http://repository.mercubuana.ac.id/id/eprint/102090

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