PERAN CONCENTRATION SEBAGAI MEDIASI PADA HUBUNGAN ANTARA PHYSICAL PRESENCE DAN SOCIAL PRESENCE TERHADAP PURCHASE INTENTION: KASUS SHOPEE LIVE SKINTIFIC DI INDONESIA

Andrew, Andrew (2023) PERAN CONCENTRATION SEBAGAI MEDIASI PADA HUBUNGAN ANTARA PHYSICAL PRESENCE DAN SOCIAL PRESENCE TERHADAP PURCHASE INTENTION: KASUS SHOPEE LIVE SKINTIFIC DI INDONESIA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Currently, the need for body and facial care has become a community need because the emergence of various skin problems in women has made the skincare product industry in Indonesia grow rapidly and thanks to information technology that continues to develop, all e-commerce provide live streaming shopping features. This study used a non-probability method with a purposive sampling technique, as many as 268 respondent data were obtained through online questionnaires using the Google form and the data was analyzed using SmartPLS4.0-SEM. The results in this study were carried out with the aim of testing the physical presence and social presence of purchase intention with concentration as mediation on SKINTIFIC products at Shopee Live. This study used a purposive sampling method, population data for this study were taken from samples that had purchased SKINTIFIC products through Shopee Live as many as 255 valid individuals out of a total of 268 individuals and obtained through online questionnaires using the Google form and data were analyzed using a valid SmartPLS-SEM . The results of this study are that physical presence and social presence can affect purchase intention and concentration has no effect as a mediation on physical presence and social presence on purchase intention. Keywords: Physical Presence, Social Presence, Concentration, Purchase Intention

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 13 Mar 2024 03:23
Last Modified: 13 Mar 2024 03:23
URI: http://repository.untar.ac.id/id/eprint/43270

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