Fakhruddin, Yusuf Risfian (2025) Pengaruh Online Customer Review dan Live Streaming terhadap Keputusan Pembelian Produk Skintific di Shopee. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the influence of online customer reviews and live streaming on the purchase decisions of Skintific products on Shopee. A quantitative approach was used, employing a survey method through the distribution of questionnaires. The population in this study consists of Generation Z in Surabaya, with a sample of 90 respondents who met the following criteria: aged 13–28 years, residing in or located in East Surabaya, active Shopee users within the past year, have watched and followed the live streaming of the Shopee account @SkintificOfficialStore, and have experience reading online customer reviews prior to making a purchase. The sampling technique used was non-probability sampling with a purposive sampling approach. The research instrument was constructed using a Likert scale and analyzed using the SEM-PLS method with the help of SmartPLS 4 software. The results show that both online customer reviews and live streaming have a positive and significant influence on purchase decisions. These findings highlight the importance of optimizing live streaming content and leveraging positive customer reviews to increase sales.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Yusuf Risfian | ||||||||
| Date Deposited: | 17 Jul 2025 02:53 | ||||||||
| Last Modified: | 17 Jul 2025 02:53 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39529 |
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