Fredlina, Jeslin (2023) PENGARUH PROFESIONALISME STREAMER, INTERAKSI, DISKON HARGA, TERHADAP NIAT BELI DENGAN VARIABEL TRUST & CUSTOMER SATISFACTION SEBAGAI MEDIASI DALAM LIVE SHOPPING SHOPEE. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) JESLIN FREDLINA WIRLY CUA (115200279) (B) THE INFLUENCE OF STREAMER PROFESSIONALISM, INTERACTION, PRICE DISCOUNTS ON PURCHASE INTENTION WITH TRUST & CUSTOMER SATISFACTION VARIABLE AS MEDIATION IN SHOPEE LIVE SHOPPING (C) XIX + 121 Pages, 44 Tables, 10 Pictures, 15 Attachments (D) MANAGEMENT MARKETING (E) Abstract: This study aims to test whether there is an influence between streamer professionalism, interaction, and price discounts on purchase intent. Testing trust & customer satisfaction as mediation against purchase intent. The sample used by the study was as many as 250 respondents who had watched Shopee live shopping. The study used purposive sampling techniques. Data is obtained through questionnaires distributed online through google forms. Data obtained by SmartPLS 4.0. The results of this study state that streamer professionalism has a positive effect on purchase intent on Shopee live shopping, price discounts have a positive effect on purchase intent on Shopee live shopping, trust has a positive effect on purchase intent on Shopee live shopping, and customer satisfaction has a positive effect on purchase intent. Through this study, trust & customer satisfaction can mediate the relationship between streamer professionalism, interaction, price discounts on purchase intent on Shopee live shopping. This study was conducted to test whether there is an influence between streamer professionalism, interaction, and price discounts on purchase intent. Testing trust & customer satisfaction as mediation against purchase intent. The sample used by the study was as many as 250 respondents who had watched Shopee live shopping. The study used purposive sampling techniques. Data is obtained through questionnaires distributed online through google forms. Data obtained by SmartPLS 4.0. The results of this study state that streamer professionalism has a positive effect on purchase intent on Shopee live shopping, price discounts have a positive effect on purchase intent on Shopee live shopping, trust has a positive effect on purchase intent on Shopee live shopping, and customer satisfaction has a positive effect on purchase intent. Through this research, trust & customer satisfaction can mediate the relationship between streamer professionalism, interaction, price discounts and purchase intent on Shopee live shopping. (F) Keyword: Streamer Professionalism, Interaction, Price Discount, Trust, Customer Satisfaction, and Purchase Intention. (G) References list 2016 – 2023 (H) Dr. Miharni Tjokrosaputro, S. E., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI & BISNIS JAKARTA (A) Jeslin Fredlina Wirly Cua (115200279) (B) PENGARUH PROFESIONALISME STREAMER, INTERAKSI, DISKON HARGA TERHADAP NIAT BELI DENGAN VARIABEL KEPERCAYAAN & KEPUASAN KONSUMEN SEBAGAI MEDIASI DALAM LIVE SHOPPING SHOPEE (C) XIX + 121 Halaman, 44 Tabel, 10 Gambar, 15 Lampiran (D) Manajemen Pemasaran (E) Abstrak: Penelitian ini dilakukan bertujuan untuk menguji apakah terdapat pengaruh antara profesionalisme streamer, interaksi, dan diskon harga terhadap niat beli. Menguji trust & customer satisfaction sebagai mediasi terhadap niat beli. Sampel yang digunakan penelitian adalah sebanyak 250 responden yang pernah menonton live shopping Shopee. Penelitian menggunakan teknik purposive sampling. Data diperoleh melalui kuesioner yang disebarkan secara online melalui google form. Data dioleh SmartPLS 4.0. Hasil dari penelitian ini menyatakan bahwa profesionalisme streamer berpengaruh positif terhadap niat beli pada live shopping Shopee, diskon harga berpengaruh positif terhadap niat beli pada live shopping Shopee, trust berpengaruh positif terhadap niat beli pada live shopping Shopee, dan customer satisfaction berpengaruh positif terhadap niat beli. Melalui penelitian ini terdapat trust & customer satisfaction dapat memediasi hubungan antara profesionalisme streamer, interaksi, diskon harga terhadap niat beli pada live shopping Shopee. (F) Kata Kunci: Profesionalisme Streamer, Interaksi, Diskon Harga, Kepercayaan, Kepuasan Pelanggan, dan Niat Beli. (G) Referensi tahun 2016 – 2023 (H) Dr. Miharni Tjokrosaputro, S. E., M.M.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 22 Aug 2024 01:44 |
| Last Modified: | 22 Aug 2024 01:44 |
| URI: | http://repository.untar.ac.id/id/eprint/43966 |
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