Nurnadya, Riza Aulia (2026) Pengaruh Live Streaming Selling, Price Discount, dan Review Product Terhadap Keputusan Pembelian Produk Skincare Glad2glow Pada TikTok Shop. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze and determine the effect of Live Streaming Selling (X1), Price Discount (X2), and Product Review (X3) on Purchase Decisions (Y) of Glad2Glow skincare products on TikTok Shop, both simultaneously and partially. This study uses a quantitative approach with a causal research type. Primary data were collected by distributing Likert Scale-based questionnaires to 157 respondents who are followers of the TikTok Shop account @glad2glow_id and have purchased Glad2Glow skincare products. The sampling technique used was non-probability sampling with a purposive sampling approach. Data analysis was carried out using multiple linear regression analysis, F test, t test, and coefficient of determination with the help of SPSS software version 31. Based on the test results, simultaneously Live Streaming Selling, Price Discount, and Product Review have a significant effect on purchasing decisions with a calculated F value of 182.909 > F table 2.66 (sig <0.05). Partially, Live Streaming Selling has a significant effect with a t-value of 5.795 > 1.97559, Price Discount of 5.397 > 1.97559, and Product Review of 7.226 > 1.97559 (sig < 0.05), where Product Review is the most dominant variable; in addition, the coefficient of determination (R²) value of 0.782 indicates that 78.2% of the variation in purchasing decisions can be explained by these three variables. This finding confirms that the digital marketing strategy implemented through TikTok Shop has proven effective in influencing consumer purchasing decisions for Glad2Glow skincare products
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Riza Aulia Nurnadya | ||||||||
| Date Deposited: | 25 May 2026 05:47 | ||||||||
| Last Modified: | 25 May 2026 06:45 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52448 |
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