PENGARUH LIVE STREAMING MARKETING TERHADAP KEPUTUSAN PEMBELIAN BAGI MAHASISWA PROGRAM STUDI PENDIDIKAN EKONOMI DI UNIVERSITAS SRIWIJAYA

SAFITRI, ANITA and Deskoni, Deskoni (2025) PENGARUH LIVE STREAMING MARKETING TERHADAP KEPUTUSAN PEMBELIAN BAGI MAHASISWA PROGRAM STUDI PENDIDIKAN EKONOMI DI UNIVERSITAS SRIWIJAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

Live streaming serves as an effective platform to strengthen the relationship between sellers and consumers, and has a significant influence on the final stage of the purchasing decision-making process. This study was conducted to determine the effect of Live Streaming Marketing on purchasing decisions for students of the Economic Education study program at Sriwijaya University. This study uses a quantitative method with the population, namely all Economic Education students in 2021 and 2022, both Palembang class and Indralaya class. The sample was taken using Simple Random Sampling. The data collection techniques used were questionnaires and documentation. Before testing the hypothesis, the data is first tested for data normality prerequisites and the results are normally distributed data. To determine the effect of live streaming marketing on purchasing decisions, the product moment correlation hypothesis test was carried out with the results obtained 0.677, with a determination coefficient of 45.8%, and the t test obtained tcount> ttable, namely 9.852> 1.998 which means Ha is accepted and Ho is rejected. Thus, the influence of live streaming marketing is expected to provide a more informative, enjoyable and convincing purchasing experience in making wise purchasing decisions.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HB Economic Theory > HB3711-3840 Business cycles. Economic fluctuations H Social Sciences > HB Economic Theory > HB801-843 Consumption. Demand
Divisions:	06-Faculty of Education and Educational Science > 87203-Economics Education (S1)
Depositing User:	Anita Safitri
Date Deposited:	06 May 2025 07:13
Last Modified:	06 May 2025 07:13
URI:	http://repository.unsri.ac.id/id/eprint/171587

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