Image of Pengaruh Live Streaming, Online Customer Review Terhadap Impulse Buying Melalui Customer Trust Pada Produk Fashion Di Tiktok (Studi Kasus Pada Generasi Z Di Kota Pekanbaru)
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Pengaruh Live Streaming, Online Customer Review Terhadap Impulse Buying Melalui Customer Trust Pada Produk Fashion Di Tiktok (Studi Kasus Pada Generasi Z Di Kota Pekanbaru)

ABSTRACT
This study aims to determine the effect of Live Streaming and Online Customer Review on Impulse Buying through Customer Trust on Fashion products on TikTok (case study on generation Z in Pekanbaru City). This research uses a quantitative approach. This research data analysis technique uses statistical analysis, namely partial least square - structural equestion model (PLS - SEM). The data collection technique used a questionnaire. The results showed that Live Streaming has a positive and significant effect on Customer Trust in fashion products among generation Z in Pekanbaru City. Online Customer Review has a positive and significant effect on Customer Trust in fashion products among generation Z in Pekanbaru City. Live Streaming has no direct influence on Impulse Buying. Online Customer Review has a positive and significant influence on Impulse Buying fashion products among generation Z in Pekanbaru City. Customer Trust has a positive and significant effect on Impulse Buying fashion products among generation Z in Pekanbaru City. In addition, the indirect effect of Live Streaming on Impulse Buying has a positive and significant effect through Customer Trust as intervening. Online Customer Review has a positive and significant indirect effect on Impulse Buying through Customer Trust as intervening.
Keywords: Live Streaming, Online Customer Review, Customer Trust, Impulse Buying.

Ketersediaan
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Perpustakaan Universitas Riau 2002112185
2002112185
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
2002112185
Penerbit
Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2002112185
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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