PENGARUH LIVE STREAMING DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA

OKTARIYANTI, RAHMA and Nofiawaty, Nofiawaty (2025) PENGARUH LIVE STREAMING DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of Live Streaming and Discounts on Purchase Decisions at TikTok Shop among students of the Faculty of Economics at Sriwijaya University. TikTok has evolved into a popular online shopping platform through its Live Streaming feature, which enables real-time interaction between sellers and consumers. In addition, Discounts serve as an effective marketing strategy to stimulate consumers' purchasing interest. This research employs a quantitative approach with a purposive sampling method, involving 100 respondents who are students of the Faculty of Economics at Sriwijaya University and have made purchases on TikTok Shop. Data were collected through online questionnaires and analyzed using multiple linear regression analysis. The findings indicate that both Live Streaming and Discounts have a significant effect on Purchase Decisions. However, the Discount variable proved to have a more dominant influence compared to Live Streaming, as evidenced by its higher regression coefficient value. This suggests that students are more inclined to make purchasing decisions when special offers or price cuts are available. Based on these findings, optimizing promotional strategies through interactive Live Streaming and attractive discounts is recommended as an effective approach to enhance purchase decisions on TikTok Shop.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Live Streaming, Diskon, Purchase Decision
Subjects:	H Social Sciences > HF Commerce > HF5428-5429.6 Retail trade H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Rahma Oktariyanti
Date Deposited:	19 May 2025 04:16
Last Modified:	19 May 2025 04:16
URI:	http://repository.unsri.ac.id/id/eprint/173039

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