Anteseden dari consumer engagement dalam belanja online via live streaming
Info Katalog
File Repositori
Nomor Panggil : 022001707011
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2021
Pembimbing 1 : Fatik Rahayu
Subyek : Electronic commerce;Consumer behavior
Kata Kunci : financial bonds, social bonds, structural bonds, affective commitment to the broadcaster
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2021_TA_SMJ_022001707011_Halaman-Judul.pdf | ||
| 2. | 2021_TA_SMJ_022001707011_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2021_TA_SMJ_022001707011_Bab-1-Pendahuluan.pdf | ||
| 4. | 2021_TA_SMJ_022001707011_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2021_TA_SMJ_022001707011_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2021_TA_SMJ_022001707011_Bab-4-Analisis-dan-Pembahasan1.pdf |
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| 7. | 2021_TA_SMJ_022001707011_Bab-5-Kesimpulan1.pdf |
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| 8. | 2021_TA_SMJ_022001707011_Daftar-Pustaka.pdf | 5 | |
| 9. | 2021_TA_SMJ_022001707011_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh Financial Bonds, Social Bonds, Structural Bonds, Affective Commitment to the Broadcaster dan Affective Commitment to the marketplace terhadap Consumer Engagement dalam belanja online via live streaming. Data diperoleh dengan cara menyebarkan kuesioner kepada 290 responden di Jakarta yang menggunakan Shopee Live pada saat belanja online. Data yang digunakan adalah data cross-sectional dan menggunakan purposive sampling sebagai metode pegambilan sampel. Alat analisis yang digunakan adalah structural equation modeling (SEM). Hasil penelitian ini menunjukkan bahwa Financial Bonds, Social Bonds, Structural Bonds berpengaruh positif terhadap Affective Commitment to the Broadcaster. Social Bonds berpengaruh positif terhadap Affective Commitment to the Marketplace sedangkan Financial Bonds dan Structural Bonds tidak berpengaruh positif terhadap Affective Commitment to the Marketplace. Social Bonds, Affective Commitment to the Broadcaster dan Affective Commitment to the Marketplace berpengaruh positif terhadap Consumer Engagement sedangkan Financial Bond, Structural Bonds tidak berpengaruh positif terhadap Consumer Engagement dan Affective Commitment to the Broadcaster berpengaruh positif terhadap Affective Commitment to the Marketplace.
T This study aims to analyze the effect of Financial Bonds, Social Bonds, Structural Bonds, Affective Commitment to the Broadcaster and Affective Commitment to the market place on Consumer Engagement in online shopping via live streaming. Data was obtained by distributing questionnaires to 290 respondents in Jakarta, who used Shopee Live when shopping online. The data used is cross-sectional data and uses purposive sampling as the sampling method. The analytical tool used is structural equation modeling (SEM). The results of this study indicate that Financial Bonds, Social Bonds, Structural Bonds have a positive effect on Affective Commitment to the Broadcaster. Social Bonds have a positive effect on Affective Commitment to the Marketplace while Financial Bonds and Structural Bonds do not have a positive effect on Affective Commitment to the Marketplace. Social Bonds, Affective Commitment to the Broadcaster and Affective Commitment to the Marketplace have a positive effect on Consumer Engagement while Financial Bonds, Structural Bonds do not have a positive effect on Consumer Engagement and Affective Commitment to the Broadcaster has a positive effect on Affective Commitment to the Marketplace.
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- FEB (7357)
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