| dc.contributor.advisor | Astuti, Vivien Febri | |
| dc.contributor.author | Abdillah, Baiq Fitri Fhataya | |
| dc.date.accessioned | 2025-07-31T08:45:11Z | |
| dc.date.available | 2025-07-31T08:45:11Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/166312 | |
| dc.description.abstract | Penelitian ini bertujuan untuk menganalisis pengaruh live streaming terhadap
keputusan pembelian produk make-up merek Somethinc melalui platform e-
commerce. Menggunakan metode survei dengan 100 responden yang dipilih
melalui teknik purposive sampling, penelitian ini menunjukkan bahwa live
streaming memiliki pengaruh signifikan terhadap keputusan pembelian (p = 0,000;
t hitung = 6,45). Responden tertarik mengikuti live streaming karena presentasi
produk yang menarik, diskon eksklusif, dan interaksi langsung dengan host.
Instrumen penelitian dinyatakan valid dan reliabel berdasarkan nilai corrected item-
total correlation (= 0,3) dan Cronbach’s Alpha (> 0,9). Hasil penelitian ini
menunjukkan bahwa live streaming berperan penting dalam membangun
komunikasi pemasaran yang interaktif, meningkatkan keterlibatan konsumen, dan
mendorong keputusan pembelian. Strategi pemasaran berbasis live streaming
direkomendasikan untuk dioptimalkan oleh perusahaan. | |
| dc.description.abstract | BAIQ FITRI FHATAYA ABDILLAH. Analyze the Influence of Live Streaming
on Purchasing Decisions for Somethinc. Dibimbing oleh VIVIEN FEBRI
This study aims to analyze the influence of live streaming on purchasing
decisions for Somethinc makeup products via e-commerce platforms. Using a
survey method with 100 respondents selected through purposive sampling, the study
reveals that live streaming significantly influences purchasing decisions (p = 0.000;
t value = 6.45). Respondents were attracted to live streaming due to engaging
product presentations, exclusive discounts, and direct interaction with hosts. The
research instruments were validated and reliable, with corrected item-total
correlation values (= 0.3) and Cronbach’s Alpha (> 0.9). These findings indicate
that live streaming plays a crucial role in building interactive marketing
communication, enhancing consumer engagement, and encouraging purchasing
decisions. Companies are recommended to optimize live streaming-based
marketing strategies. | |
| dc.description.sponsorship | - | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Live Streaming Terhadap Keputusan Pembelian Produk Make Up Somethinc Di E-Commerce. | id |
| dc.title.alternative | Analyze the Influence of Live Streaming on Purchasing Decisions for Somethinc. | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | live streaming | id |
| dc.subject.keyword | purchasing decisions | id |
| dc.subject.keyword | digital marketing | id |
| dc.subject.keyword | cosmetics | id |
| dc.subject.keyword | ecommerce | id |
