Lidia, Lidia (2025) PENGARUH LIVE STREAMING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MARKETPLACE SHOPEE. Undergraduate thesis, Universitas Katolik Musi Charitas.
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Abstract
This study aims to test and analyze whether live streaming and online customer reviews have a positive and significant influence on consumer purchasing decisions on the Shopee marketplace. The population in this study was all consumers who have shopped on Shopee. The sampling technique used was purposive sampling with a sample size of 100 respondents. The data collection technique used was a questionnaire. The analysis techniques used were validity testing, reliability testing, normality testing, multicollinearity testing, heteroscedasticity testing, F-test, coefficient of determination testing, t-test, and multiple linear regression analysis. The results showed that live streaming and online customer reviews have a positive and significant influence on consumer purchasing decisions on the Shopee marketplace. Keywords: Live streaming, online customer reviews, purchasing decisions, Shopee.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Live streaming, online customer reviews, purchasing decisions, Shopee. |
| Subjects: | L Education > L Education (General) |
| Divisions: | Theses - S1 > Management Study Program |
| Depositing User: | Lidia . |
| Date Deposited: | 09 Oct 2025 04:10 |
| Last Modified: | 09 Oct 2025 04:10 |
| URI: | http://eprints.ukmc.ac.id/id/eprint/15029 |
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