PENGARUH LIVE SHOPPING MARKETING TERHADAP PURCHASE DECISION (STUDI PADA PELANGGAN TIKTOK SHOP)

Fathurrahman Nastiar, - (2023) PENGARUH LIVE SHOPPING MARKETING TERHADAP PURCHASE DECISION (STUDI PADA PELANGGAN TIKTOK SHOP). S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu/

Abstract

Era globalisasi ini menjadi salah satu peluang besar dalam memperluas jaringan khususnya dalam bidang pemasarandigital. TikTok Shop memberikan layanan yang hampir sama dengan marketplace yaitu dengan membuat fitur live shopping. Model penelitian ini menggunakan model penelitian kuantitatif Sujarweni. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner berkaitan dengan dimensi live shopping dan purchase decision dan dihitung dengan skala likert. Populasi dalam penelitian ini adalah para pengguna TikTok dengan rentang usia 18- 24 tahun, dengan sampel 100 responden yang dijumlahkan dan. variabel live shopping (X) mempunyai pengaruh positif terhadap purchase decision (Y) para pelanggan TikTok Shop. Terlihat pada nilai t_hitung (3,069) > t_tabel (1,664). Mempunyai pengaruh signifikan terhadap purchase decision (Y) para pelanggan TikTok Shop. Terlihat pada nilai sig. 0,000 < 0,05. Hasil uji Koefisien Determinasi bahwa koefisien korelasi (R) sebesar 0,817 yang artinya terdapat hubungan yang kuat antara variabel independen terhadap variabel dependen Nilai R2 sebesar 0,667 yang berarti 66,7% purchase decision dipengaruhi variabel live shopping. Besaran pengaruh langsung antara live shopping terhadap purchase decision yaitu sebesar 81,7%. Penelitian ini diharapkan dapat memberikan deskripsi menyeluruh mengenai pengaruh purchase decision pada live shopping studi pelanggan TikTok Shop, pada penggunaan media sosialsebagaisarana pengembanganbisnis digital dengan inovasi yang lebih baru. This era of globalization is one of the great opportunities in expanding networks, especially in the field of digital marketing. TikTok Shop provides services that are almost the same as the marketplace, namely by creating a live shopping feature. The data collection technique used a quantitative methods with questionnaires related to the dimensions of live shopping and purchasing decisions and was calculated using a likert scale. The live shopping variable (X) has a positive influence on purchasing decisions (Y) for TikTok Shop customers. It can be seen in the t_count (3.069) > t_table (1.664). Has a significant influence on the purchase decision (Y) of TikTok Shop customers. Seen on sig. 0.000 < 0.05. The results for the Coefficient of Determination show that the correlation coefficient (R) is 0.817, which means that there is a strong relationship between the independent variables and the dependent variable. The R2 value is 0.667, which means that 66.7% of the purchase decision is influenced by the live shopping variable. The amount of direct influence between live shopping on purchasing decisions is equal to 81.7%. This research is expected to provide a thorough description of the influence of purchasing decisions on the live shopping TikTok shop.

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing Adam Hermawan : 6681172 Yogi Prasetyo : 6745790
Uncontrolled Keywords: Live Shopping, Purchase decision, TikTok Shop
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Fathurrahman Nastiar
Date Deposited: 30 Oct 2023 06:35
Last Modified: 30 Oct 2023 06:35
URI: http://repository.upi.edu/id/eprint/111683

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