Khansa, Mayra Reninta (2025) PENGARUH SERVICE QUALITY, KEBIJAKAN PRICE DISCOUNT, DAN PRODUCT KNOWLEDGE TERHADAP BRAND TRUST PADA TIKTOK LIVE STREAMING PINKFLASH INDONESIA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research is motivated by the phenomenon of increasing use of TikTok Live Streaming as a promotional medium and consumer interaction by cosmetic brands, one of which is Pinkflash Indonesia. This phenomenon shows a shift in digital marketing patterns, where consumers not only buy products based on needs, but also because of trust in brands built through real-time direct interactions. In this context, the study focused on how service quality, price discount policies, and product knowledge can affect brand trust during TikTok Live Streaming sessions. This research aims to find out the meaning behind interactive marketing strategies and their influence on the formation of brand trust in Pinkflash Indonesia. The method used was an associative quantitative approach with a data collection technique through purposive sampling on 156 respondents who had watched TikTok Live Streaming Pinkflash at least twice. The data was processed using SPSS with Classical Assumption Test, Hypothesis Test and Multiple Linear Regression Analysis. The results showed that the three independent variables simultaneously had a significant positive effect on brand trust. However, partially, only service quality and price discount policies have a significant effect, while product knowledge has a negative effect on the positive. This research emphasizes the importance of choosing service strategies and price promotion policies in building trust in brands, especially in a competitive digital environment such as TikTok Live Streaming.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | 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: | Mayra Reninta Khansa | ||||||||
| Date Deposited: | 11 Jun 2025 03:39 | ||||||||
| Last Modified: | 11 Jun 2025 03:39 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37296 |
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