Puspitasari, Anindita Vella (2024) Pengaruh Korean Wave, Live Streaming dan Flash Sale Terhadap Minat Beli Produk Scarlett Whitening (Studi Kasus Konsumen Produk Scarlett Whitening Pada Media Sosial TikTok). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Technological advancements have revolutionized the business landscape, prompting a shift towards utilizing the internet and social media as primary channels for modernizing sales and marketing strategies. This study endeavors to investigate and assess the impact of the Korean Wave, Live Streaming, and Flash Sale on the purchasing interest of Scarlett Whitening products on the TikTok social media platform. The research focuses on consumers of Scarlett Whitening products who are active users of the TikTok application and follow the @Scarlett Whitening account. Data collection was conducted through the distribution of online questionnaires using Google Form. Sampling involved 100 respondents selected through Non-Probability Sampling-Purposive Sampling method utilizing the Lemeshow Formula. The data comprises primary data obtained from the questionnaires and secondary data sourced from previous studies, literature, articles, and websites. The findings indicate that collectively, Korean Wave, Live Streaming, and Flash Sale exert a positive influence on the interest in purchasing Scarlett Whitening Products on TikTok. Additionally, each of these factors individually demonstrates a positive and partial impact on the interest in buying Scarlett Whitening products on the TikTok platform.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Anindita Vella Puspitasari | ||||||||
| Date Deposited: | 23 Apr 2024 07:26 | ||||||||
| Last Modified: | 23 Apr 2024 07:26 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/21852 |
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