Pengaruh Live Streaming dan E-Service Quality Terhadap Keputusan Pembelian di TikTok Shop

Valencia, Tiara Febri Ayu (2024) Pengaruh Live Streaming dan E-Service Quality Terhadap Keputusan Pembelian di TikTok Shop. Undergraduate thesis, Universitas Musi Charitas.

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Abstract

This research aims to determine the live streaming variable and e-service quality variable on purchasing decisions at the TikTok Shop. The population used in this research is consumers who use the TikTok application and who have made purchases while live streaming on the TikTok Shop. The method used in this research is quantitative by distributing questionnaires as data collection material. The data that has been collected will be processed with the help of SPPS software. The sampling method was carried out using purposive sampling techniques and using multiple linear regression analysis with a sample of 103 samples. The research results obtained are that live streaming and e-service quality have a significant positive effect on purchasing decisions at the TikTok Shop

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