Hartanto, Adrian (2023) FAKTOR PENENTU LIVE-STREAM SHOPPING INTENTION PADA PENGGUNA SHOPEE LIVE DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.
|
Text
Adrian Hartanto - 115200251 JA.pdf Download (1MB) | Preview |
Abstract
ABSTRACT A. ADRIAN HARTANTO (115200251) B. DETERMINANTS OF LIVE-STREAM SHOPPING INTENTION ON SHOPEE LIVE USERS IN JAKARTA C. CVIII D. Marketing Management E. Abstract: In the age of digital advancement, shopping activities have changed, one of which is live streaming. Consumers do not need to come to the store to see a product in person, but are represented by a streamer. Through the streamer, the buyer gets a picture of a product before deciding to buy. This study aims to analyze the effect of perceived digital celebrity on live stream shopping intention with the mediation of perceived enjoyment and perceived utility. The sample selection method in this study uses non- probability sampling using purposive sampling technique. The sample size in this study was 260 respondents who were users who had watched Shopee Live live streams and lived in Jakarta. Data collection using a questionnaire distributed online via Google Form. The results showed a positive and significant influence for perceived digital celebrity on live-stream shopping intention, perceived enjoyment and perceived utility can partially mediate between perceived digital celebrity and live-stream shopping intention. Through this research, it can provide information for online sellers to increase perceived enjoyment and perceived utitly so that it can foster purchasing intentions on live steam shopping and can increase sales. F. Perceived Digital Celebrity, Perceived Enjoyment, Perceived Utility, Live- Stream Shopping Intention G. Reference (1973-2023) H. Rodhiah, Dra., M.M ABSTRAK A. ADRIAN HARTANTO (115200251) B. FAKTOR PENENTU LIVE-STREAM SHOPPING INTENTION PADA PENGGUNA SHOPEE LIVE DI JAKARTA C. CVIII D. Manajemen Pemasaran E. Abstrak: Di zaman kemajuan digital, kegiatan berbelanja mengalami perubahan salah satunya secara live stream. Konsumen tidak perlu datang ke toko untuk melihat secara langsung sebuah produk, tetapi diwakilkan oleh streamer. Melalui streamer, pembeli mendapat gambaran sebuah produk sebelum memutuskan untuk membeli. Penelitian ini bertujuan untuk menganalisis pengaruh dari perceived digital celebrity terhadap live stream shopping intention dengan mediasi perceived enjoyment dan perceived utility. Metode pemilihan sampel dalam penelitian ini menggunakan non- probability sampling dengan menggunakan teknik purposive sampling. Ukuran sampel dalam penelitian ini sebesar 260 responden yang merupakan pengguna yang pernah menonton live stream Shopee Live serta berdomisili di Jakarta. Pengumpulan data dengan menggunakan kuesioner yang disebarkan secara online melalui Google Form. Teknik analisis data dilakukan dengan menggunakan metode SEM dengan program SmartPLS 4. Hasil penelitian menunjukkan adanya pengaruh yang positif serta signifikan untuk perceived digital celebrity terhadap live-stream shopping intention, perceived enjoyment dan perceived utility dapat memediasi secara partial antara perceived digital celebrity dan live-stream shopping intention. Melalui penelitian ini dapat memberikan informasi bagi penjual online dapat meningkatkan perceived enjoyment dan perceived utitly sehingga dapat menumbuhkan niat pembelian pada live steam shopping dan dapat meningkat penjualan. F. Perceived Digital Celebrity, Perceived Enjoyment, Perceived Utility, Live- Stream Shopping Intention G. Referensi (1973-2023) H. Rodhiah, Dra., M.M
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 08 Aug 2024 02:45 |
| Last Modified: | 08 Aug 2024 02:45 |
| URI: | http://repository.untar.ac.id/id/eprint/43745 |
Actions (login required)
 |
View Item |
