Anteseden dan konsekuensi dari perceived enjoyment pada live streaming

DETAIL KOLEKSI

Anteseden dan konsekuensi dari perceived enjoyment pada live streaming

Oleh : Niara ayu salsabila

Info Katalog

Nomor Panggil : 022001901114

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Dyah Astarini

Subyek : Marketing -- Management

Kata Kunci : demand, convenience, interactivity, playfulness, perceived enjoyment dan impulsive buying

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_TA_SMJ_022001901114_Halaman-Judul.pdf	11
2.	2024_TA_SMJ_022001901114_Lembar-Pengesahan.pdf	6
3.	2024_TA_SMJ_022001901114_Bab-1_Pendahuluan.pdf	9
4.	2024_TA_SMJ_022001901114_Bab-2_Tinjauan-Pustaka.pdf	27
5.	2024_TA_SMJ_022001901114_Bab-3_Metode-Penelitian.pdf	19
6.	2024_TA_SMJ_022001901114_Bab-4_Analisis-dan-Pembahasan.pdf	14
7.	2024_TA_SMJ_022001901114_Bab-5_Simpulan-dan-Saran.pdf	4
8.	2024_TA_SMJ_022001901114_Daftar-Pustaka.pdf	7
9.	2024_TA_SMJ_022001901114_Lampiran.pdf	34

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis anteseden dan konsekuensi dari perceived enjoyment pada live streaming. Data diperoleh dengan mendistribusikan kuesioner secara offline sebanyak 125 responden dan online sebanyak 141 responden, dengan total responden yang terkumpul sebanyak 261 responden. Teknik analisis data yang digunakan adalah Structural Equation Model (SEM) dan dengan bantuan software AMOS. Teknik pengambilan sample adalah purposive sampling. Hasil dari penelitian menunjukan bahwa : demand tidak berpengaruh positif terhadap perceived enjoyment, convenience berpengaruh positif terhadap perceived enjoyment, interactivity berpengaruh positif terhadap perceived enjoyment, playfulness berpengaruh positif terhadap perceived enjoyment, perceived enjoyment berpengaruh positif terhadap impulsive buying intention. Penelitian selanjutnya dapat mengembangkan wilayah yang lebih luas lagi bukan hanya dari wilayah Jakarta saja melainkan sekitarnya, melibatkan lebih banyak variabel yang dapat mempengaruhi variabel perceived enjoyment seperti variabel perceived usefulness.

T This research aims to analyze the antecedents and consequences of perceived enjoyment in live streaming. Data was obtained by distributing questionnaires offline to 125 respondents and online to 141 respondents, with a total of 261 respondents collected. The data analysis technique used is Structural Equation Model (SEM) and with the help of AMOS software. The sampling technique used is purposive sampling. The results of the research show that: demand has no positive impact on perceived enjoyment, convenience has a positive impact on perceived enjoyment, interactivity has a positive impact on perceived enjoyment, playfulness has a positive impact on perceived enjoyment, perceived enjoyment has a positive impact on impulsive buying intention. Further research can develop a wider area, not only from the Jakarta area but also the surrounding areas, involving more variables that can influence the perceived enjoyment variable such as the perceived usefulness variable.