Pengaruh Live Streaming, Potongan Harga, dan Online Customer Review terhadap Keputusan Pembelian Produk Kecantikan Somethinc (Studi Kasus pada Pengguna Aplikasi Shopee)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Tri Bhakti
Author
Musrifah, Pipit
Subject
Manajemen Pemasaran
Datestamp
2024-08-22 03:40:33
Abstract :
This study aims to determine the influence of Live Streaming, Discounts and Online Customer Reviews on Somethinc beauty product purchase decisions through the Shopee Live feature, The population in this study is Shopee application users in South Bekasi District with a sample of 135 respondents. This study uses a quantitative research design with the IBM SPSS Statistics 25 data processing application by determining the number of samples using the Hair method and the sampling technique using the Snowball Technique with the respondent criteria, namely; is a Shopee user with an age range of 15-35 years, has purchased Somethinc beauty products using the Shopee Live feature and is domiciled in South Bekasi District. The results of the study had a positive and significant influence with the results of the analysis of the Live Streaming (X1) variable at a significant level at t calculated as 0.002 < 0.05. In the Rebate variable (X2), the significant level on t is calculated as 0.028 < 0.05. And in the Online Customer Review (X3) variable, the significant level on t is calculated as 0.000 < 0.05. The results of the simultaneous test (test f) showed that the results of the independent variables Live Streaming (X1), Discount (X2) and Online Customer Review (X3) had an effect on the dependent variable, namely Purchase Decision (Y) with a value of sig. 0.000 < 0.05.
This study aims to determine the influence of Live Streaming, Discounts and Online Customer Reviews on Somethinc beauty product purchase decisions through the Shopee Live feature, The population in this study is Shopee application users in South Bekasi District with a sample of 135 respondents. This study uses a quantitative research design with the IBM SPSS Statistics 25 data processing application by determining the number of samples using the Hair method and the sampling technique using the Snowball Technique with the respondent criteria, namely; is a Shopee user with an age range of 15-35 years, has purchased Somethinc beauty products using the Shopee Live feature and is domiciled in South Bekasi District. The results of the study had a positive and significant influence with the results of the analysis of the Live Streaming (X1) variable at a significant level at t calculated as 0.002 < 0.05. In the Rebate variable (X2), the significant level on t is calculated as 0.028 < 0.05. And in the Online Customer Review (X3) variable, the significant level on t is calculated as 0.000 < 0.05. The results of the simultaneous test (test f) showed that the results of the independent variables Live Streaming (X1), Discount (X2) and Online Customer Review (X3) had an effect on the dependent variable, namely Purchase Decision (Y) with a value of sig. 0.000 < 0.05.
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