PENGARUH LIVE STREAMING, PERSONAL SELLING DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK BEAUTY AND CARE

Wijaya, Stefanie (2024) PENGARUH LIVE STREAMING, PERSONAL SELLING DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK BEAUTY AND CARE. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The purpose of this research is related to examining the phenomenon of the influence of live streaming, personal selling and lifestyle on purchasing decisions for beauty and care products by applying quantitative methods where the data collection technique uses questionnaires. The population determined in this research are all users of popular online shopping applications including Shopee and Tokopedia in the city of Palembang who have purchased Beauty and Care products. The sample determined in this research uses a non-random and purposive sampling method where if specifically determined it has the following criteria: Users of popular online applications including Shopee and Tokopedia who have purchased Beauty and Care products, aged 17-45 years and domiciled in the city of Palembang . Multiple linear regression analysis using SPSS 24 is used in this research as a tool for processing and testing data. The research results show that Live Streaming (X1) has a positive effect on Purchasing Decisions, Personal Selling (X2) has a positive effect on Purchasing Decisions and no significant influence was found between Lifestyle (X3) on Purchasing Decisions. Keywords: Live Streaming, Personal Selling, Lifestyle, Purchasing Decisions

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