Nurfadilah, Vika Ayu (2025) Pengaruh Live Streaming, Online Customer Review, Dan Brand Awareness Terhadap Keputusan Pembelian Produk Kosmetik Luxcrime Di E Commerce Shopee Pada Mahasiswa Prodi Manajemen Universitas 17 Agustus 1945 Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan untuk menganalisis dan membuktikan pengaruh variabel Live Streaming, Online Customer Review, dan Brand Awareness secara simultan terhadap keputusan pembelian produk kosmetik Luxcrime pada pengguna Shopee. Populasi dalam penelitian ini adalah mahasiswi Prodi Manajemen Universitas 17 Agustus 1945 Surabaya, dan sebanyak 100 responden digunakan sebagai sampel penelitian. Metode yang digunakan adalah metode kuantitatif dengan pengolahan data melalui SPSS 25. Teknik analisis yang diterapkan yaitu analisis regresi linier berganda, dengan pengujian hipotesis menggunakan uji t dan uji F, serta uji validitas, reliabilitas, normalitas, multikolinearitas, heteroskedastisitas, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa: (1) Live streaming berpengaruh positif dan signifikan terhadap keputusan pembelian; (2) Online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian; (3) Brand awareness juga berpengaruh positif dan signifikan terhadap keputusan pembelian; serta (4) Secara simultan, live streaming, online customer review, dan brand awareness berpengaruh signifikan terhadap keputusan pembelian produk kosmetik Luxcrime di Shopee. Sedangkan hasil uji koefisien determinasi (R²) bahwa variabel live streaming (X1), online customer review (X2), brand awareness (X3) berpengaruh terhadap keputusan pembelian (Y) sebesar 49,6%. Sedangkan sisanya 51,9 % dipengaruhi oleh variabel lain diluar penelitian ini.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Live Streaming, Online Customer Review, Brand Awareness, Keputusan Pembelian |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212200187 Vika Ayu Nurfadilah |
| Date Deposited: | 30 Jun 2026 04:50 |
| Last Modified: | 30 Jun 2026 04:50 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/44815 |
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