PENGARUH LIVE STREAMING DI TIKTOK SHOP TERHADAP MINAT BELI MAHASISWA PROGRAM STUDI PENDIDIKAN EKONOMI UNIVERSITAS SRIWIJAYA

RINIANTO, MIRTA and Fatimah, Siti (2025) PENGARUH LIVE STREAMING DI TIKTOK SHOP TERHADAP MINAT BELI MAHASISWA PROGRAM STUDI PENDIDIKAN EKONOMI UNIVERSITAS SRIWIJAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to prove that there is an influence of live streaming on TikTok shop on the buying interest of Sriwijaya University Economics Education Study Program students. The type of research used is causal associative with a quantitative approach. The population in this study were all active students of Economic Education, Sriwijaya University Academic Year 2022. The sampling technique used purposive sampling method, with the criteria that respondents were students who had TikTok accounts and knew promotional media such as live streaming, so that the sample size was 75 students. The data collection techniques used are questionnaires, interviews, and documentation. Test the validity of the questionnaire instrument using the Product Moment formula and reliability using Cronbach Alpha. The data analysis method uses several tests, namely normality, linearity, and hypothesis testing. The results of the study with data analysis using simple linear regression show that Fcount = 66.707 while Ftable = 3.97 means 66.707 ≥ 3.97, then H0 is rejected and Hα is accepted, so it can be concluded that there is an influence of live streaming on TikTok shop on the buying interest of Sriwijaya University Economics Education Study Program students in the 2022 Academic Year. Researchers also suggest adding other variables that influence buying interest such as product quality, customer reviews, and product prices. Keywords: Live Streaming, TikTok Shop, Purchase Interest

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Live Streaming, TikTok Shop, Purchase Interest
Subjects: L Education > L Education (General) > L7-991 Education (General)
Divisions: 06-Faculty of Education and Educational Science > 87203-Economics Education (S1)
Depositing User: Mirta Rinianto
Date Deposited: 25 Jul 2025 02:35
Last Modified: 25 Jul 2025 02:35
URI: http://repository.unsri.ac.id/id/eprint/180551

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