CD Skripsi

Pengaruh Live Video Streaming Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Konsumen Fashion Pada Aplikasi Tik Tok Dengan Kepercayaan Sebagai Variabel Mediasi Di Kota Pekanbaru

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ABSTRACT
Tik Tok is one of the most popular social media commerce platforms in Indonesia that reach 193 active users. One of the industries that benefit from the presence of social media commerce on the Tik Tok application is fashion. This is supported by the Live Video Streaming and Sharing (Electronic Word of Mouth) feature in the Tik Tok app. Further, the feature becomes an important variable to examine its influence on Purchase Decision through Trust given the large number of use of the feature to Pekanbaru City community using Tik Tok. This study aims to determine the effect of Live Video Streaming and Electronic Word of Mouth (e-WOM) on Purchasing Decisions with Trust as a mediating variable for Tik Tok users in Pekanbaru City. The study used path analysis with SPSS 25 testing tools. The number of samples in the study was 112 respondents with purposive sampling method. The data collection is done by spreading the questionnaire to respondents with predetermined criteria. The results of this study are Live Video Streaming, Electronic Word of Mouth, and Trust have a significant direct influence on Purchase Decisions. However, Trust is not able to be a mediation variable for Live Video Streaming and Electronic Word Mouth (e-WOM) variables on Purchase Decisions.
Keywords: Live Video Streaming, Electronic Word of Mouth, Trust, and Purchase

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1902113876

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1902113876

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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