PENGARUH LIVE STREAMING SHOPPING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DENGAN TRUST SEBAGAI VARIABEL INTERVENING

Zami, Rifqi Zam (2023) PENGARUH LIVE STREAMING SHOPPING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DENGAN TRUST SEBAGAI VARIABEL INTERVENING. Other thesis, STIE Bank BPD Jateng.

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Abstract

This study aims to determine the effect of live streaming shopping and online customer reviews on purchasing decisions among Tiktok Shop users among students of favorite universities in the city of Semarang with trust as a mediating variable. The data used in this research is primary data based on a random sample of 100 respondents. The data is processed using the Partial Least Square (PLS) system in the SmartPLS 4 data processing application. The results of the analysis prove that live streaming shopping has a positive and significant effect on purchasing decisions and trust. Online customer reviews have a direct and significant positive effect on purchasing decisions, but online customer reviews have no effect on trust. Meanwhile, trust has a positive and significant effect on purchasing decisions. Trust is able to mediate a partial (partial mediation) effect between live streaming shopping and purchasing decisions. Meanwhile, the influence of online customer reviews on purchasing decisions cannot be mediated (no mediation) by trust.

Item Type:	Thesis (Other)
Additional Information:	Penelitian ini memiliki tujuan untuk mengetahui pegaruh live streaming shopping dan online customer review terhadap keputusan pembelian pada pengguna Tiktok Shop dikalangan mahasiswa universitas favorit dikota Semarang dengan trust sebagai variabel mediasi. Data yang digunakan pada penelitian adalah data primer berdasarkan sampel 100 responden yang diambil secara acak. Data diolah dengan sistem Partial Least Square (PLS) pada aplikasi pengolahan data SmartPLS 4. Hasil analisis membuktikan bahwa live streaming shopping berpengaruh positif dan signifikan terhadap keputusan pembelian dan trust. Online customer review secara langsung berpengaruh positif dan signifikan terhadap keputusan pembelian, namun hubungan online customer review tidak ada pengaruh terhadap trust. Sementara trust berpengaruh positif dan signifikan terhadap keputusan pembelian. Trust mampu memediasi sebagain (partial mediation) pengaruh antara live streaming shopping dan keputusan pembelian. Sedangkan pengaruh antara online customer review terhadap keputusan pembelian tidak dapat dimediasi (no mediation) oleh trust.
Uncontrolled Keywords:	live streaming shopping, online customer reviews, trust, and purchase decision
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S1
Date Deposited:	29 Aug 2023 01:23
Last Modified:	29 Aug 2023 01:23
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/1267

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