Pengaruh Live Streaming, Diskon Tanggal Kembar Dan Gratis Ongkir Terhadap Perilaku Konsumtif Pengguna E-Commerce Shopee Di Kota Surabaya. (The Influence of Live Streaming, Double Date Discounts, and Free Shipping on the Buying Behavior of Shopee E-Commerce Users in Surabaya).

Nurlisa, Syabila Nanda (2026) Pengaruh Live Streaming, Diskon Tanggal Kembar Dan Gratis Ongkir Terhadap Perilaku Konsumtif Pengguna E-Commerce Shopee Di Kota Surabaya. (The Influence of Live Streaming, Double Date Discounts, and Free Shipping on the Buying Behavior of Shopee E-Commerce Users in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the influence of Live Streaming, Double Date Discounts, and Free Shipping on the Consumer Behavior of Shopee e-commerce users in Surabaya City. The research method used is quantitative with a survey approach, where data were collected from 96 respondents through online questionnaires using non-probability sampling techniques with incidental sampling methods. Data analysis was carried out using multiple linear regression to test the partial and simultaneous effects between variables. The results of the study indicate that the Live Streaming variable has a significant effect on Consumer Behavior. The Double Date Discount variable also has a significant effect on Consumer Behavior. In addition, the Free Shipping variable also has a significant effect on Consumer Behavior. Simultaneously, the Live Streaming, Double Date Discounts, and Free Shipping variables have a significant effect on Consumer Behavior of Shopee e-commerce users in Surabaya City. The findings of this study indicate that the digital promotion strategy implemented by Shopee is able to increase the tendency of consumer consumer behavior, especially through real-time interactions, discounts on certain events, and the elimination of shipping costs. Therefore, Shopee is advised to continue optimizing innovative and interactive digital promotional strategies to increase consumer transaction interest. This research is expected to contribute to the development of digital marketing science and serve as a reference for further research related to e-commerce user consumer behavior.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Live Streaming, Double Date Discount, Free Shipping, Consumer Behavior
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User:	1122200070 Syabila Nanda Nurlisa
Date Deposited:	29 Jun 2026 03:38
Last Modified:	28 Aug 2026 03:59
URI:	http://repository.untag-sby.ac.id/id/eprint/45844

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