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Endang Taufiqurahman
Universitas Singaperbangsa Karawang
Religion Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Library & Information Science Mathematics Social Sciences Transportation Other

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Pengaruh Live Streaming Shopping Dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Fashion Pada Aplikasi Tiktok Shop Tahun 2023 Amin, Muhammad Miftakhul; Taufiqurahman, Endang
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 6 (2024): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.10652432

Abstract

This research aims to understand the correlation, partial influence, and simultaneous influence of Live Streaming Shopping and Sales Promotion on Fashion Product Purchase Decisions on the TikTok Shop Application in 2023. The research method uses a descriptive and verification quantitative approach. The sample in this study was 385 respondents taken from the unlimited population of TikTok users in Indonesia using the Lemeshow formula. The sampling technique in this study used a non-probability sampling technique with a purposive sampling method. Data analysis in this research uses path analysis and hypothesis testing using the t test and f test. By using Microsoft Excel tools, Method of Successive Interval (MSI), and the SPSS application version 25. The results of the analysis of this study show that the correlation between Live Streaming Shopping and Sales Promotion is strong, with a coefficient of 0.652, which indicates a positive and significant relationship. Live Streaming Shopping has a partial effect of 26.2% on Purchase Decisions, while Sales Promotions has a partial effect of 35.1%. The simultaneous effect of Live Streaming Shopping and Sales Promotion on Purchasing Decisions is 61.4%, while the remaining 38.6% are other variables not examined in this study.
Co-Authors Aina Farhani Amin, Muhammad Miftakhul Ananda, Elfrida Putri Annaassya, Adinda Arzeti Atikah, Resni Ayu Wulandari Bintang Cardova Zackyan Devira Zahra Yuniar Dewi, Laras Puspita Elsha Eriadisvi Facrudin, Fuad Muhamad Fadhlurrohman, Muhammad Luthfi Febrian Bimo Satriyo Fery Ryansyah Putra Fiman, Muhamad Nurfatko Ghopar, Muhammad Faissal Iis Komala Sari Laras Puspita Dewi Laura Natalia Lulu Suwaryu Nabila Utami Dewi Nopiana, Medi Nurhidayani, Fitri Pipit Rosiana Damayanty Putri, Melodya Octavani Rahman Rahman Rahmawati Setiyoharini Riri Qudrotul A'iniyah Safariyani, Eva Sri Suartini Widya Febryari Anita