Indira, Aqila Nadya (2026) PENGARUH LIVE STREAMING, PRICE DISCOUNT, SOCIAL INFLUENCE DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION DAN REPURCHASE INTENTION (Studi Kasus Pada Generasi Z Pengguna TikTok Shop). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of social media-based e-commerce such as TikTok Shop has driven changes in consumer behavior in online shopping. This study aims to analyze the influence of Live Streaming, Price Discount, Social Influence, and Online Customer Review on Purchase Decision and Repurchase Intention among Generation Z TikTok Shop users. The method used is quantitative through an online survey of 120 Generation Z respondents with Structural Equation Modeling (SEM)-AMOS analysis. The results show that Live Streaming has a significant effect on Purchase Decision (CR = 7.699 ≥ ttable 1.721) but does not have a significant effect on Repurchase Intention (CR = 1.257 ≤ ttable 1.721). Price Discount has a significant effect on Purchase Decision (CR = 3.647 ≥ ttable 1.721) and Repurchase Intention (CR = 2.517 ≥ ttable 1.721). Social Influence significantly influences Purchase Decision (CR = 6.716 ≥ ttable 1.721) and Repurchase Intention (CR = 1.728 ≥ ttable 1.721). Online Customer Reviews have a positive and significant effect on Purchase Decision (CR = 4.046 ≥ ttable 1.721) and Repurchase Intention (CR = 2.647 ≥ ttable 1.721). Purchase Decision has a positive and significant effect on Repurchase Intention (CR = 3.521 ≥ ttable 1.721). Simultaneously, Repurchase Intention is influenced by Live Streaming (0.354), Price Discount (0.254), Social Influence (0.407), and Online Customer Reviews (0.249). These findings indicate that the combination of Live Streaming, Price Discount, Social Influence, and Online Customer Reviews can improve Purchase Decisions and drive consumer Repurchase Intention on the TikTok Shop platform.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering | ||||||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||||||
| Depositing User: | Aqila Nadya Indira | ||||||||||||
| Date Deposited: | 29 May 2026 07:34 | ||||||||||||
| Last Modified: | 29 May 2026 08:16 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/53006 |
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