Infarani, Abel Salsabilla Hilza (2025) PENGARUH LIVE STREAMING, ELECTRONIC WORD OF MOUTH, DAN CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN SKINCARE GLAD2GLOW PADA KONSUMEN TIKTOK SHOP (STUDI KASUS DI KECAMATAN SEDATI KABUPATEN SIDOARJO). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Live Streaming, Electronic Word of Mouth (e-WOM), dan Customer Experience terhadap Keputusan Pembelian skincare Glad2Glow pada konsumen TikTok Shop di Kecamatan Sedati, Kabupaten Sidoarjo. Fokus penelitian diarahkan pada bagaimana aktivitas pemasaran digital melalui platform TikTok Shop dapat memengaruhi minat serta keputusan pembelian konsumen. Penelitian ini menggunakan metode kuantitatif dengan pendekatan kausal. Data diperoleh melalui kuesioner yang disebarkan kepada 100 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan regresi linier berganda untuk mengetahui pengaruh parsial maupun simultan dari variabel Live Streaming, e-WOM, dan Customer Experience terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa Live Streaming, Electronic Word of Mouth, dan Customer Experience masing-masing berpengaruh signifikan terhadap keputusan pembelian konsumen. Secara simultan, ketiga variabel tersebut juga terbukti signifikan dalam meningkatkan keputusan pembelian skincare Glad2Glow melalui TikTok Shop. Temuan ini menegaskan pentingnya strategi pemasaran digital interaktif untuk mendorong keputusan pembelian konsumen. Kata Kunci: Live Streaming, Electronic Word of Mouth, dan Customer Experience, Keputusan Pembelian
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Live Streaming, Electronic Word of Mouth, dan Customer Experience, Keputusan Pembelian |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212200193 Abel Salsabilla Hilza Infarani |
| Date Deposited: | 07 Jul 2026 02:46 |
| Last Modified: | 07 Jul 2026 02:47 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/45112 |
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