PENGARUH LIVE STREAMING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN

Fatimah, Khairul and Mery, Trianita and Mery, Trianita (2023) PENGARUH LIVE STREAMING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN. Diploma thesis, UNIVERSITAS BUNG HATTA.

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Abstract

Penelitian ini bertujuan untuk membuktikan untuk mengetahui pengaruh live streaming terhadap keputusan pembelian produk sepatu di Tiktok shop dan untuk mengetahui pengaruh online customer review terhadap keputusan pembelian Tiktok shop. Sampel yang digunakan penelitian ini yaitu berjumlah sebanyak 60 responden. Analisis data yang di gunakan penelitian ini menggunakan metode regresi linear berganda dengan menggunakan alat bantu analiasi SPSS 25. Hasil penelitian ini menemukan bahwa live streaming berpengaruh signifikan positif terhadap keputusan pmbelian tiktok shop sedangkan online customer review tidak berpengaruh signifikan terhadap keputusan pembe;lian tiktok shop. Secara srimutan atau Bersama-sama live streaming dan online customer review berpengaruh signifikan terhadap keputusan pembelian tiktok shop. Penelitian ini diharapkan bisa di jadikan sabgai bahan pertimbangan bagi pihak berkepentingan kusus nya menejer tiktok shop dan pembeli untuk dapat memperhatikan faktor-faktor yang meningkatkan keputusan pembelian pada tiktok shop. Kata kunci : Live Streaming; online customer review; keputusan pembelian This study aims to prove to determine the effect of live streaming on the decision to purchase shoe products at the Tiktok shop and to determine the effect of online customer reviews on the decision to purchase shoe products at the Tiktok shop. The sample used in this research was 60 respondents. The data analysis used in this study used the multiple linear regression method using the SPSS 25 analysis tool. The results of this study found that live streaming had a significant positive effect on the decision to buy a Tiktok shop, while online customer reviews did not have a significant effect on the decision to buy a Tiktok shop. Simultaneously or together, live streaming and online customer reviews have a significant effect on purchasing decisions for the Tiktok shop. It is hoped that this research can be used as material for consideration for interested parties, especially Tiktok shop managers and buyers, to be able to pay attention to the factors that increase purchasing decisions at Tiktok shops. Keywords : Live Streaming; online customer reviews; buying decision

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