Asfadela Putri, Devi Meisa (2026) Pengaruh Online Customer Review, Harga Produk, dan Live streaming terhadap Keputusan Pembelian (studi pada Followers Tiktok DNY Skincare). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study analyzes the influence of online customer reviews, product prices, and live streams on purchasing decisions on the TikTok Shop platform among DNY Skincare followers. The study employs a quantitative associative approach with 155 respondents selected through purposive sampling. Data were analyzed using multiple linear regression with the assistance of SPSS, along with validity, reliability, and classical assumption tests. The results indicate that online customer reviews, product prices, and live streams have a positive and significant influence on purchasing decisions, both simultaneously and individually. Customer reviews enhance trust and product information, price influences perceived value, while live streams increase consumer engagement through interactive communication. These findings contribute to the development of digital marketing strategies, particularly within the skincare industry. Keywords: Online customer reviews; product prices; live streaming; purchasing decisions, TikTok Shop.
| 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: | Devi Meisa Putri Asfadela | ||||||||
| Date Deposited: | 25 May 2026 08:11 | ||||||||
| Last Modified: | 25 May 2026 08:11 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52452 |
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