Astutik, Novindah Tri (2025) Pengaruh Live Streaming TikTok Shop terhadap Keputusan Pembelian dengan Komunikasi Pemasaran Sebagai Variabel Intervening pada Pelanggan produk Micellar Water Glad2Glow/G2G di Kota Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh live Streaming TikTok Shop terhadap Keputusan Pembelian dengan Komunikasi Pemasaran Interaksi sebagai variabel intervening pada produk Micellar Water Glad2Glow/G2G. Data diperoleh melalui kuesioner yang diberikan kepada 100 responden di Kota Surabaya yang pernah menonton live streaming dan membeli produk Glad2Glow. Analisis data dilakukan menggunakan metode SEM- PLS. Hasil penelitian menunjukkan bahwa Live Streaming TikTok Shop berpengaruh signifikan terhadap Komunikasi Pemasaran Interaktif, serta berpengaruh signifikan terhadap Keputusan Pembelian. Komunikasi Pemasaran Interaktif juga memiliki pengaruh signifikan terhadap Keputusan Pembelian, serta terbukti memediasi hubungan antara Live Stteaming yang dilakukan, semakin tinggi kecenderungan konsumen dalam memutuskan pembelian produk Glad2Glow.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Live Streaming, Komunikasi Pemasaran Interaktif, dan Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212200144 Novindah Tri Astutik |
| Date Deposited: | 02 Jul 2026 05:04 |
| Last Modified: | 02 Jul 2026 05:04 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/45286 |
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