ANALISIS PENGARUH LIVE STREAMING, ONLINE CUSTOMER REVIEW DAN BRANDIMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCIN CARE SOCIAL COMMERCE TIKTOK (Studi pada Pengguna Tiktok di Universitas Mercubuana Meruya)

FERNANDO, FERNANDO (2024) ANALISIS PENGARUH LIVE STREAMING, ONLINE CUSTOMER REVIEW DAN BRANDIMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCIN CARE SOCIAL COMMERCE TIKTOK (Studi pada Pengguna Tiktok di Universitas Mercubuana Meruya). S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
 Text (HAL COVER)
01 COVER.pdf
Download (535kB) | Preview
[img] Text (BAB I)
02 BAB 1.pdf
Restricted to Registered users only
Download (173kB)
[img] Text (BAB II)
03 BAB 2.pdf
Restricted to Registered users only
Download (314kB)
[img] Text (BAB III)
04 BAB 3.pdf
Restricted to Registered users only
Download (179kB)
[img] Text (BAB IV)
05 BAB 4.pdf
Restricted to Registered users only
Download (470kB)
[img] Text (BAB V)
06 BAB 5.pdf
Restricted to Registered users only
Download (34kB)
[img] Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf
Restricted to Registered users only
Download (104kB)
[img] Text (LAMPIRAN)
08 LAMPIRAN.pdf
Restricted to Registered users only
Download (641kB)

Abstract

This research aims to test and analyze the influence of Live Streaming, Online Customer Reviews and Brand Image on Tiktok Social Commerce Purchase Decisions. This research method uses a quantitative descriptive approach. The object of this research is users of the Tiktok application at Mercubuana Meruya University with a sample of 150 respondents. The sampling method uses convenience sampling. The data collection method uses a survey method, with the research instrument being a questionnaire. The approach used in this research is the Structural Equation Model (SEM) with the Smart-PLS analysis tool. This research shows that Live Streaming has no effect on purchasing decisions, Online Customer Reviews have a positive and significant effect on purchasing decisions, and Brand Image has a positive and significant effect on purchasing decisions for skin care products (Study of Tiktok Users at Mercubuana Meruya University) Keywords : Live Streaming, Online Customer Review, Brand Image,Purchase Decision, Tiktok Penelitian ini bertujuan untuk menguji dan menganalisa pengaruh Live Streaming, Online Customer Review dan Brand Image terhadap Keputusan Pembelian Social Commerce Tiktok. Metode penelitian ini menggunakan pendekatan deskriptif kuantitatif Objek penelitian ini adalah pengguna aplikasi Tiktok di Universitas Mercubuana Meruya dengan sampel sebanyak 150 responden. Metode penarikan sampel menggunakan Convenience sampling. Metode pengumpulan data menggunakan metode survey,dengan instrument penelitian ini adalah kuisioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Penelitian ini menunjukan bahwa Live Streaming tidak berpengaruh terhadap Keputusan Pembelian, Online Customer Review berpengaruh positif dan signifikan terhadap keputusan pembelian, Dan Brand Image berpengaruh positif dan signifikan terhadap keputusan pembelian produk skin care (Studi pada Pengguna Tiktok di Universitas Mercubuana Meruya) Kata Kunci : Live Streaming, Online Customer Review, Brand Image,Purchase Decision, Tiktok

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 471
NIM/NIDN Creators: 43118010055
Uncontrolled Keywords: Live Streaming, Online Customer Review, Brand Image,Purchase Decision, Tiktok
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
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
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: khalimah
Date Deposited: 11 Oct 2024 07:28
Last Modified: 11 Oct 2024 07:28
URI: http://repository.mercubuana.ac.id/id/eprint/92443

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.