Pengaruh FYP (For Your Page) dan Diskon Live Streaming Produk “Somethinc” Terhadap Keputusan Pembelian Pada Mahasiswa Universitas 17 Agustus 1945 Surabaya. (The Effect of FYP (For Your Page) and Live Streaming Discounts on “Somethinc” Products on the Purchase Decisions of Students on 17 August 1945 University Surabaya).

Putri, Laksmi Tri Priyanti (2026) Pengaruh FYP (For Your Page) dan Diskon Live Streaming Produk “Somethinc” Terhadap Keputusan Pembelian Pada Mahasiswa Universitas 17 Agustus 1945 Surabaya. (The Effect of FYP (For Your Page) and Live Streaming Discounts on “Somethinc” Products on the Purchase Decisions of Students on 17 August 1945 University Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study examines how the For You Page (FYP) feature and Live Streaming discounts influence purchase decisions for Somethinc products on TikTok Shop among students at Universitas 17 Agustus 1945 Surabaya. Using a quantitative associative design, data were collected through questionnaires from eligible respondents and analyzed via multiple linear regression, with FYP exposure and Live Streaming discounts as independent variables and purchase decision as the dependent variable. Results show that both FYP and Live Streaming discounts have a positive, significant effect on purchase decisions. Content appearing on the FYP helps capture consumer attention, build interest, and raise product awareness, while discounts offered during live broadcasts encourage purchases by creating a sense of perceived benefit and urgency. Together, these factors significantly shape consumer purchasing behavior. The findings suggest that digital marketing strategies centered on FYP algorithms and Live Streaming promotions can effectively boost purchase decisions, especially among students who heavily rely on social media and TikTok Shop for beauty product needs. This research aims to enrich digital marketing literature and provide practical guidance for businesses in designing promotional strategies aligned with consumer behavior in the digital era.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	For You Page (FYP), Live Streaming discounts, purchase decisions, TikTok Shop, Somethinc
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User:	1122200165 Laksmi Tri Priyanti Putri
Date Deposited:	31 Aug 2026 04:28
Last Modified:	31 Aug 2026 04:28
URI:	http://repository.untag-sby.ac.id/id/eprint/47183

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