Anteseden dari purchase intention : live streaming media sosial tiktok
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Iwan Ekawanto
Pembimbing 2 : Iwan Ekawanto
Kata Kunci : Entertainment, interactivity, E-WOM, Perceived Trust, Purchase Intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002006005_Halaman-Judul.pdf | ||
| 2. | 2024_SK_SMJ_022002006005_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002006005_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002006005_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002006005_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002006005_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002006005_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002006005_Bab-1.pdf | ||
| 9. | 2024_SK_SMJ_022002006005_Bab-2.pdf | 15 |
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| 10. | 2024_SK_SMJ_022002006005_Bab-3.pdf | 9 |
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| 11. | 2024_SK_SMJ_022002006005_Bab-4.pdf | 10 |
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| 12. | 2024_SK_SMJ_022002006005_Bab-5.pdf | ||
| 13. | 2024_SK_SMJ_022002006005_Daftar-Pustaka.pdf | ||
| 14. | 2024_SK_SMJ_022002006005_Lampiran.pdf |
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T Tujuan penelitian ini adalah untuk menganalisa pengaruh Entertainment, Interactivity, Electronic Word of Mouth, dan Perceived Trust terhadap Purchase Intention. Teknik pengambilan sampel pada penelitian ini menggunakan “Purposive Sampling†dengan kriteria responden adalah individu yang menggunakan media sosial terutama pada aplikasi Tiktok, individu yang menonton Live Streaming, dan individu yang menggunakan Tiktok Shop untuk melakukan pembelian. Penelitian ini menggunakan data primer yang diperoleh melalui kuisioner yang didistribusikan kepada 200 responden. Data di analisis menggunakan Structural Euquation Model (SEM). Hasil dari penelitian ini menunjukan bahwa variabel Entertainment tidak berpengaruh positif terhadap Purchase Intention, Interactivity berpengaruh positif terhadap Purchase Intention, Electronic Word of Mouth tidak berpengaruh positif terhadap Purchase Intention dan Perceived Trust berpengaruh positif terhadap Purchase Intention.
T The purpose of this study is to analyze the effect of Entertainment, Interactivity, Electronic Word of Mouth, and Perceived Trust on Purchase Intention. The sampling technique in this study uses “Purposive Sampling†with the criteria that respondents are individuals who use social media, especially in the Tiktok application, individuals who watch Live Streaming, and individuals who use Tiktok Shop to make purchases. This study uses primary data obtained through questionnaires distributed to 200 respondents. Data were analyzed using the Structural Euquation Model (SEM). The results of this research show that the Entertainment variable has no positive effect on Purchase Intention, Interactivity has a positive effect on Purchase Intention, Electronic Word of Mouth has no positive effect on Purchase Intention and Perceived Trust has a positive effect on Purchase Intention.
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