Budianto, Ardi Zulva (2024) Pengaruh Live Streaming Selling, Discount, Dan Kualitas Produk Terhadap Impulsive Buying Pada Pengguna E-Commerce Shopee di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of technology that continues to increase with the internet has an impact on the development of online business. In an effort to increase sales, innovation in digital marketing strategies has also developed with the Live Streaming feature on online buying and selling platforms such as shopee, shopee has become one of the most popular e-commerce in Indonesia, and provides a shopping experience by interacting directly between sellers and buyers online. This study aims to analyze the effect of Live Streaming selling, discounts, and product quality on impulsive buying. Impulsive Buying is the behavior of consumers who make purchase decisions spontaneously, unplanned. Live Streaming selling, discounts, and product quality are factors that can influence consumers' impulsive buying decisions in online shopping. This study used a quantitative approach method by distributing questionnaires with a total sample taken, namely 150 respondents who had Shopee accounts in the city of Surabaya. Samples were taken by purposive sampling. The data were analyzed using multiple linear regression analysis and hypothesis testing. Based on data processing carried out using SPSS 25. The results showed that Live Streaming selling, discounts, and product quality partially and simultaneously had a significant effect on Impulsive Buying.
| 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: | Ardi Zulva Budianto | ||||||||
| Date Deposited: | 31 May 2024 02:21 | ||||||||
| Last Modified: | 31 May 2024 02:21 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23658 |
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