Pengaruh Live Streaming dan Brand Awareness pada Keputusan Pembelian di E-Commerc Lazada (Studi kasus pada Mahasiswa Universitas 17 Agusutus 1945 Surabaya). (The Influence of Live Streaming and Brand Awareness on Purchase Decisions in E-commerce Lazada (Case Study on University Students 17 Agustus 1945 Surabaya)).

Suharto, Andi (2024) Pengaruh Live Streaming dan Brand Awareness pada Keputusan Pembelian di E-Commerc Lazada (Studi kasus pada Mahasiswa Universitas 17 Agusutus 1945 Surabaya). (The Influence of Live Streaming and Brand Awareness on Purchase Decisions in E-commerce Lazada (Case Study on University Students 17 Agustus 1945 Surabaya)). Undergraduate thesis, Universitas 17 Agutus 1945 Surabaya.

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Abstract

The purpose of this study was to determine the influence of Live Streaming and Brand Awareness both simultaneously and partially on the Purchase Decision on Lazada E-Commerce in University Students August 17, 1945 Surabaya. The research methodology used is quantified by survey methods and information from respondents. The sampling technique uses non probability sampling with the purpose sampling technique. Data collection techniques use questionnaires processed using IBM SPSS Statistics 25, data analysis using linear analysis of multiple regression. The results showed that Live Streaming (X1) and Brand Awareness (X2) simultaneously had a positive effect on Purchase Decision (Y). Partially Live Streaming (X1) and Brand Awareness (X2) had a positive effect on the Purchase Decision (Y), the Coefficiency of determination (R2) was obtained as the variable diversity presentation of the number of purchase decisions (Y) that can be explained by the variables Live Streaming (X1) and Brand Awareness (X2) was 53.3%, while the remaining 73.5% was explained by other variables.

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