Akromah, Siti (2024) PENGARUH KOMUNIKASI PERSUASIF, LIVE SELLING, DAN KUALITAS PRODUK TERHADAP NIAT UNTUK MEMBELI SAAT LIVE SHOPPING DI SHOPEE (Studi Kasus Pada Pengguna Shopee Live Brand Skincare Somethinc). Undergraduate thesis, UPN "Veteran" Jatim.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
20042010244 - cover.pdf Download (1MB) |
|
Text (Bab 1)
20042010244 - bab1.pdf Download (502kB) |
|
Text (Bab 2)
20042010244 - bab2.pdf Restricted to Repository staff only until 24 April 2026. Download (414kB) | Request a copy |
|
Text (Bab 3)
20042010244 - bab3.pdf Restricted to Repository staff only until 24 April 2026. Download (372kB) | Request a copy |
|
Text (Bab 4)
20042010244 - bab4.pdf Restricted to Repository staff only until 24 April 2026. Download (738kB) | Request a copy |
|
Text (Bab 5)
20042010244 - bab5.pdf Download (234kB) |
|
Text (Daftar Pustaka)
20042010244 - daftarpustaka.pdf Download (256kB) |
|
Text (Lampiran)
20042010244 - lampiran.pdf Restricted to Repository staff only until 24 April 2026. Download (1MB) | Request a copy |
Abstract
Technological developments continue to increase along with the development of online business. The Shopee Live feature in the Shopee e-commerce application makes Shopee one of the most popular e-commerce sites in Indonesia because it provides consumers with an online shopping experience and can interact directly with sellers and fellow consumers. This research aims to determine and analyze the influence of Persuasive Communication, Live Selling, and Product Quality on Purchase Intentions among Shopee Live Somethinc live shopping users. This research uses a quantitative approach by collecting data through published online questionnaires. The population in this study was the official Shopee Live Somethinc viewers at the 12.12 event on Shopee with a sample size of 156 respondents, who were taken using a purposive sampling technique with the criteria of being Shopee users and having seen Shopee Live Somethinc. The analysis technique uses multiple linear regression using SPSS 29. The results of this research show that simultaneously Persuasive Communication, Live Selling, and Product Quality have a significant effect on Purchase Intention. Then partially, Persuasive Communication has a negative and insignificant effect on Purchase Intentions among live shopping users on Shopee. Partially, Live Selling has a positive and significant effect on Purchase Intentions of live shopping users on Shopee. And partially, product quality has a positive and significant effect on purchase intention among live shopping users on Shopee.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | siti akromah | ||||||||
| Date Deposited: | 24 Apr 2024 07:01 | ||||||||
| Last Modified: | 24 Apr 2024 07:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/21896 |
Actions (login required)
 |
View Item |