PENGARUH STREAMER CREDIBILITY, INTERACTIVITY DAN HARGA PADA LIVE SHOPPING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SOMETHINC DI KOTA PALEMBANG

FALSABILA, RIKA and Iisnawati, Iisnawati (2023) PENGARUH STREAMER CREDIBILITY, INTERACTIVITY DAN HARGA PADA LIVE SHOPPING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SOMETHINC DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine how much influence streamer credibility, interactivity, and price have on purchasing decisions for Something skincare products in Palembang City. This type of causality research, the method used is a quantitative method. Sampling using purposive sampling technique and lemeshow formula with a total sample of 100 respondents. This study uses primary data in the form of questionnaires and data analysis techniques used are the t test, f test, and multiple linear regression analysis. The results of the t test and F test show that the variable streamer credibility, interactivity and price partially and simultaneously have a significant effect on purchasing decisions. The results of the multiple linear regression analysis show that the influence of the streamer credibility variable is 0.299, the interactivity variable is 0.582, and the price variable is 0.367. The advice given in the research is that skincare brands should increase the credibility of streamers in live shopping activities so that they can attract consumer interest and generate trust in making product purchasing decisions.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Streamer Credibility, Interactivity, Live Shopping, Harga, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Rika Falsabila
Date Deposited:	16 Aug 2023 07:57
Last Modified:	16 Aug 2023 07:57
URI:	http://repository.unsri.ac.id/id/eprint/127323

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