Delia, Hannah Emmanuella (2024) PENGARUH IT AFFORDANCE TERHADAP PURCHASE INTENTION PADA FITUR SHOPEE LIVE DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Shopee is an e-commerce in Indonesia that has a variety of features. One of the best features that Shoppe has is live streaming under the name of Shopee Live. Shopee live is presented by Shopee to make it easier for customers to know the product in detail. Shopey Live exists as it is to help the community who want to shop without having to go to the store directly. The role of the shopee live for the store that sells the product to the community is assisted by IT affordance. This research aims to identify and analyze the impact of Affordance's IT on Purchase Intention on live shopee features. The population used was the citizens of Surabaya City with the criteria defined before the study, therefore the sampling technique used purposive samplings so that a sample of a total of 100 respondents was obtained. The samples were obtained by filling in a questionnaire using Google Forms. Data analysis techniques using validity tests, reliability tests, classical assumption tests consisting of normality tests, multicolinearity tests and heteroskedastistas tests, and autocorrelation tests, multiple linear regression analysis, hypothesis tests (F tests and t tests), based on the results of this study showed that visibility affordance partially has no influence on purchase intention, metavoicing affordonce partly has a positive and significant effect on purchase intent, guidance shopping affordence in part has a significant positive effect on buy intention.
| 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: | Hannah Emmanuella Delia | ||||||||
| Date Deposited: | 31 May 2024 07:30 | ||||||||
| Last Modified: | 31 May 2024 07:30 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23684 |
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