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All Journal JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS JOURNAL OF APPLIED BUSINESS ADMINISTRATION Jurnal Bisnis Mahasiswa Jurnal Pengabdian kepada Masyarakat Politeknik Negeri Batam Journal of Sustainable Community Development Journal of Collaborative Industrial Management
Mulyaningtyas, Dian
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences Other

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Journal : JOURNAL OF APPLIED BUSINESS ADMINISTRATION

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Increase Sales with Influencers and Word of Mouth: a Live Streaming Study on Cosmetics and Fashion Products at Shopee Batam Customers Mulyaningtyas, Dian; Yanti, Vera
Journal of Applied Business Administration Vol 9 No 1 (2025): Journal of Applied Business Administration
Publisher : Pusat P2M Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaba.v9i1.9255

Abstract

This study tries to determine the impact of influencers and word of mouth on purchasing decisions with live streaming as a moderating variable on cosmetic and fashion products. This study uses the population of Batam City People who have used the Shopee application. This quantitative research uses the path analysis method as the data analysis technique. Data collection will be done by distributing questionnaires to the Batam City community. Using the Lemeshow formula, 150 respondents were obtained in Batam City. The research findings show that influencers have a positive and significant effect on purchasing decisions on cosmetic and fashion products, word of mouth has a positive and significant impact on buying decisions on cosmetic and fashion products, live streaming as a moderating variable weakens the influence of influencers on purchasing decisions on cosmetic and fashion products, and live streaming as a moderating variable strengthens the impact of word of mouth on buying decisions on cosmetic and fashion products
Co-Authors Ayu Puspitasari, Ayu Desi Ratna Sari, Desi Ratna Dwi Kartikasari Ersya, Ozy Diva Harlan, Fandy Bestario Hasanah, Raja Fillandini Nurul Hutasoit, Ribka Juwita Ikhlash, Muhammad Kastella, Cantika Yosdianti Mulyana, Andi Erna Nur Annisa Olifia, Jessica Riri Zelmiyanti, Riri Rizky, Choirul S.M., Ilham Sahendra, Rezihardi Septiana, Maryani Seto Sulaksono Adi Wibowo, Seto Sulaksono Adi Shinta Wahyu Hati Sri Zuliarni Syafrina, Mia Wirawan, Adhitomo Yanti, Vera Zhafirah, Sasqia