Pengaruh Live Shopping dan Free Shipping Terhadap Keputusan Pembelian Konsumen Produk Fashion Pada E-Commerce Tokopedia

Awal, Mega Fitria (2024) Pengaruh Live Shopping dan Free Shipping Terhadap Keputusan Pembelian Konsumen Produk Fashion Pada E-Commerce Tokopedia. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

Currently, the development of internet technology is very rapid, able to make it easier for activities to be more effective and efficient. Most Indonesian people use the internet to communicate through social media or get information or news, and also conduct transactions in the buying and selling of goods and services. Every year it is proven that this country of Indonesia has 278.7 million people, then there are as many as 185.3 million people, with 66.5% of the total population using the internet. At this time, the use of the internet can be used to purchase goods or services, namely marketing products that will be sold to online sales e-commerce platforms such as Shopee, Tokopedia, Lazada, Bli-Bli, Lazada. Many internet users make transactions to purchase goods or services online because nowadays it is considered more efficient and effective. So, I take the hypothesis that the independent variables of live shopping (X1) and free shipping (X2) affect consumer purchasing decisions of fashion products in Tokopedia e-commerce which is the dependent variable (Y). This type of research is quantitative empirical, using non-probability sampling samples with a purposive sampling technique totaling 100 samples. The results of my research prove that live shopping and free shipping have a positive effect on consumer purchasing decisions for fashion products on Tokopedia e-commerce. Key Word: Live Shopping, Free Shipping, Consumer Desicion.

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