Rahmadani, Virda Ayu (2024) Pengaruh Live Streaming, Online Customer Review dan Flash Sale Tehadap Keputusan Pembelian Produk Fashion pada Marketplace Shopee (Studi Kasus Pada Mahasiswa Prodi Manajemen Univeritas 17 Agustus 1945 Surabaya). (The Influence of Live Streaming, Online Customer Reviews and Flash Sale on Fashion Product Purchase Decisions on the Shopee Marketplace (Case Study on University Management Study Program Students, August 17, 1945, Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to determine the effect of Live Streaming, Online Customer Review and Flash Sale on Purchasing Decisions for Fashion Products at the Shopee Marketplace. The population in this study were active students of the Management Study Program, 17 August 1945 Surabaya University who had purchased fashion products at the Shopee marketplace with a sample of 100 respondents and were determined using non-probability sampling techniques. Primary data was obtained using a questionnaire while secondary data using literature studies. Based on the results of the SPSS version 23.0 test, it is found that the research instrument shows that all indicators are valid and all are reliable. Based on the F test, all independent variables simultaneously affect purchasing decisions. Based on the results of the regression coefficient and T test, it shows that the live streaming variable has a positive and significant effect on purchasing decisions, the online customer review variable has a positive and significant effect on purchasing decisions and the flash sale variable has a positive and significant effect on purchasing decisions.
Item Type: | Thesis (Undergraduate) |
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Uncontrolled Keywords: | Live Streaming, Online Customer Reviews, Flash Sale and Purchase Intention |
Subjects: | H Social Sciences > HB Economic Theory |
Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
Depositing User: | 1212000185 virda ayu rahmadani |
Date Deposited: | 24 Jul 2024 03:16 |
Last Modified: | 24 Jul 2024 03:16 |
URI: | http://repository.untag-sby.ac.id/id/eprint/29601 |
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