Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui pengaruh influencer marketing, live streaming marketing, online customer reviews dan price discount terhadap purchase decision pada pengguna aplikasi tiktok shop. penelitian ini adalah penelitian kuantitatif, pengumpulan data menggunakan kuesioner sebagai instrumen, sampel dalam penelitian ini terdiri dari 200 responden dengan teknik pengambilan sampel purposive sampling. metode analisis yang digunakan dalam penelitian ini adalah partial least square (pls) menggunakan software smartpls 4. hasil analisis menunjukkan bahwa influencer marketing berpengaruh signifikan terhadap purchase decision. live streaming marketing berpengaruh signifikan terhadap purchase decision. online customer reviews berpengaruh signifikan terhadap purchase decision. price discount tidak berpengaruh signifikan terhadap purchase decision. kata kunci : influencer marketing, live streaming marketing, online customer reviews, price discount, purchase decision, tiktok shop

ABSTRACT This study aims to determine the effect of Influencer Marketing, Live Streaming Marketing, Online Customer Reviews and Price Discount on Purchase Decision on Tiktok Shop application users. This research is quantitative research, data collection using a questionnaire as an instrument, the sample in this study consisted of 200 respondents with purposive sampling technique. The analysis method used in this research is Partial Least Square (PLS) using SmartPLS 4 software. The results of the analysis show that Influencer Marketing has a significant effect on Purchase Decision. Live Streaming Marketing has a significant effect on Purchase Decision. Online Customer Reviews has a significant effect on Purchase Decision. Price Discount has no significant effect on Purchase Decision. Keywords : Influencer Marketing, Live Streaming Marketing, Online Customer Reviews, Price Discount, Purchase Decision, Tiktok Shop