Putri, Elisa Mardiani (2024) Pengaruh Live Streaming dan Brand Image Terhadap Perilaku Impulsive Buying Pada Pembelian Bittersweet By Najla di Shopee. (The Effect of Live Streaming and Brand Image on Impulsive Buying Behavior on Bittersweet By Najla Purchases on Shopee). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In this era of globalization, many people like sweet foods. One of the foods that is very popular with the millennial generation now is dessert. Bittersweet By Najla is the object of this research. So far, we know that dessert is always served on a plate, but Najla Farid Bisyir is trying to innovate by making a dessert box that can be eaten directly on the spot and can be practically taken anywhere. This research aims to determine and analyze the influence of live streaming and brand image on impulsive buying behavior. Quantitative research was chosen to be this type of research. The population in this study are all people who have purchased Bittersweet By Najla products. In this research, a sample of 100 respondents was obtained using a questionnaire with a non-probability purpose sampling technique. The data obtained was then analyzed using the multiple linear regression method to see the influence between the independent variables and the dependent variable. Data analysis includes validity and reliability tests, classical assumption tests, hypothesis tests, and coefficient of determination (R2) tests. Research findings show that Live Streaming and Brand Image have an impact on Impulsive Buying. Therefore, live streaming and brand image together have an impact on impulsive buying. It is hoped that Bittersweet By Najla will maintain the way the brand image is known to the wider community, and improve the way the Bittersweet By Najla brand image can generate loyalty and provide awareness to consumers.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Live Streaming, Brand Image, Impulsive Buying |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000108 Elisa Mardiani Putri |
| Date Deposited: | 12 Dec 2024 02:49 |
| Last Modified: | 12 Dec 2024 02:49 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/32835 |
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