Tjipto, Jovita Damayanti (2023) PENGARUH LIVE STREAMING E-COMMERCE DAN SOCIAL INFLUENCE TERHADAP PURCHASE INTENTION PRODUK SKINTIFIC DI JAKARTA: BRAND TRUST SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) JOVITA DAMAYANTI TJIPTO (115200037) (B) THE EFFECT OF LIVE STREAMING E-COMMERCE AND SOCIAL INFLUENCE ON PURCHASE INTENTION OF SKINTIFIC PRODUCT AT JAKARTA: BRAND TRUST AS MEDIATING VARIABLE (C) XX + 62 pages, 21 Tables + 9 Figures + 7 Appendix (D) MARKETING MANAGEMENT (E) Abstract: This research aims to identify the positive influence of live streaming e-commerce and social influence variables on the purchase intention of Skintific products in Jakarta, with brand trust as a mediating variable. Data collection for the research was conducted using a non- probability method with purposive sampling techniques. Data were collected through the distribution of questionnaires via Google Form to 215 respondents residing in Jakarta who met the criteria of knowing or using Skintific products and having witnessed the live streaming sale of products on e-commerce platforms. Hypothesis testing analysis was carried out using PLS-SEM with the assistance of the Smart-PLS 4 software. The results obtained indicate that all research hypotheses were not rejected, except for hypothesis (H1a), which is the influence of live streaming e-commerce on purchase intention. (F) Live Streaming E-commerce, Social Influence, Purchase Intention, Brand Trust. (G) Reference list: 70 (1975 – 2023) (H) Dr. Keni S.E., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) JOVITA DAMAYANTI TJIPTO (115200037) (B) PENGARUH LIVE STREAMING E-COMMERCE DAN SOCIAL INFLUENCE TERHADAP PURCHASE INTENTION PRODUK SKINTIFIC DI JAKARTA: BRAND TRUST SEBAGAI VARIABEL MEDIASI (C) XX + 62 Halaman + 21 Tabel + 9 Gambar + 7 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini bertujuan untuk mengidentifikasi pengaruh positif dari variabel live streaming e-commerce dan social influence terhadap purchase intention produk Skintific di Jakarta dengan brand trust sebagai variabel mediasi. Pengumpulan data penelitian menggunakan metode non- probability dengan teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner melalui Google Form terhadap 215 responden yang berdomisili di Jakarta dengan kriteria mengetahui atau menggunakan produk Skintific, serta pernah menyaksikan penjualan produk secara live streaming di e-commerce. Analisis hipotesis penelitian dilakukan menggunakan PLS-SEM dengan bantuan perangkat Smart-PLS 4. Hasil yang diperoleh menunjukan seluruh hipotesis penelitian tidak ditolak, kecuali hipotesis (H1a) yaitu pengaruh live streaming e-commerce terhadap purchase intention. (F) Live Streaming E-commerce, Pengaruh Sosial, Niat Beli, Kepercayaan Merek. (G) Daftar Pustaka: 70 (1975 – 2023) (H) Dr. Keni S.E., 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: | 28 Aug 2024 03:20 |
| Last Modified: | 28 Aug 2024 03:20 |
| URI: | http://repository.untar.ac.id/id/eprint/43994 |
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