CD Skripsi

PENGARUH LIVE STREAMING DAN SOCIAL MEDIA CONTENT TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP MELALUI KEPERCAYAAN KONSUMEN PADA MAHASISWA DI KOTA PEKANBARU

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This research aims to determine the influence of Live Streaming and Social Media
Content on Purchasing Decisions at Tiktok Shop through Consumer Trust in
Students in Pekanbaru City. The population in this study are students in
Pekanbaru City who use the TikTok application who have made purchases at
TikTok Shop via live streaming. The sampling technique used in this study was the
Probability Sampling technique with the number of samples used being 175
respondents. The data analysis method in this study uses the Structural Equation
Modeling - Partial Least Square (SEM-PLS) analysis method with SmartPLS
software version 4.0. The results showed that Live Streaming has a significant
effect on Consumer Trust, Social Media Content has a significant effect on
Consumer Trust, Live Streaming has a significant effect on Purchasing Decisions,
Social Media Content has a significant effect on Purchasing Decisions, Consumer
Trust has a significant effect on Purchasing Decisions, Live Streaming has a
significant effect on Purchasing Decisions through Consumer Trust and Social
Media Content has a significant effect on Purchasing Decisions through
Consumer Trust.
Keywords :Live Streaming, Social Media Content, Consumer Trust,
Purchasing Decisions, TikTok Shop

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002110900

Penerbit

Pekanbaru : Universita Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002110900

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

GUNTUR

Versi lain/terkait

Lampiran Berkas

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