Qubro, Syarifah Mudaim (2026) Pengaruh Harga, Kualitas Pelayanan, Kepercayaan, Dan Interaktivitas Live Streaming Terhadap Keputusan Pembelian Produk di E-Commerce "TikTok Shop" (Studi Kasus Pada Generasi Z Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to examine and analyze the effects of price, service quality, trust, and live streaming interactivity on purchase decisions for products sold through TikTok Shop among Generation Z consumers in Surabaya. Purchase decisions in digital transactions represent economic decisions influenced by the quality of information received by consumers under conditions of information asymmetry. This study employed a quantitative approach using primary data collected through questionnaires distributed to Generation Z consumers in Surabaya who had previously made purchases via TikTok Shop. The sampling technique used was purposive sampling, resulting in a final sample of 116 respondents. The data were analyzed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that price, trust, and live streaming interactivity have significant effects on purchase decisions, while service quality has no significant effect on purchase decisions. Among the independent variables, live streaming interactivity is the most influential factor affecting purchase decisions. Simultaneously, price, service quality, trust, and live streaming interactivity have a significant effect on purchase decisions. The Adjusted R Square value of 0.757 indicates that 75.7% of the variance in purchase decisions can be explained by the variables included in this study, while the remaining 24.3% is influenced by other factors outside the research model.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5601 Accounting | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Accounting | ||||||||
| Depositing User: | Syarifah Mudaim Qubro | ||||||||
| Date Deposited: | 10 Jul 2026 06:18 | ||||||||
| Last Modified: | 10 Jul 2026 07:17 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55093 |
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