PERAN CUSTOMER TRUST DALAM MEMEDIASI PENGARUH VIRAL MARKETING DAN LIVE STREAMING TERHADAP PURCHASE DECISION (Studi Pada Generasi Z Pengguna Produk Ellips di Indonesia)

Nupus, Hayatun (2025) PERAN CUSTOMER TRUST DALAM MEMEDIASI PENGARUH VIRAL MARKETING DAN LIVE STREAMING TERHADAP PURCHASE DECISION (Studi Pada Generasi Z Pengguna Produk Ellips di Indonesia). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTYASA.

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Abstract

This research aims to determine the influence of Viral Marketing (X1) and Live Streaming (X2) on Purchase Decision (Y) with Customer Trust (Z) as a mediating variable on Generation Z Ellips Product Users in Indonesia. The method used in this research is quantitative research with a descriptive approach. Data collection in this study used questionnaires and literature studies. The population of this study was Generation Z consumers who had decided to purchase Ellips products on the TikTok application (TikTok Shop). The sample size was 160 respondents, drawn using purposive sampling. This study used the Structural Equation Modeling (SEM) analysis method with the SmartPLS version 4.0 analysis tool. The result of this research show that: (1) Viral Marketing has a positive and significant effect on purchase decision; (2) Live Streaming has a positive and significant effect on purchase decision; (3) Viral Marketing has a positive and significant effect on Customer Trust; (4) Live Streaming has a positive and significant effect on Customer Trust; (5) Customer Trust has a positive but not significant effect on Purchase Decision; (6) Customer Trust fully mediates the reliationship between Viral Marketing and Purchase Decision; (7) Customer Trust cannot mediate the relationship between Live Streaming and Purchase Decision. Keyword: Viral Marketing, Live Streaming, Customer Trust, Purchase Decision, Mediation

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Darmawulan, Liza Mumtazah	197411292005012001
Thesis advisor	Ganika, Gery	198205172006041003

Additional Information:

Penelitian ini bertujuan untuk menganalisis pengaruh Viral Marketing (X1) dan Live Streaming (X2) terhadap Purchase Decision (Y) dengan Customer Trust (Z) sebagai variabel mediasi pada Generasi Z Pengguna Produk Ellips di Indonesia. Metode yang digunakan pada penelitian ini adalah metode kuantitatif dengan pendekatan deskriptif. Pengambilan data pada penelitian ini menggunakan kuisioner dan studi literatur. Populasi penelitian ini adalah konsumen generasi Z yang pernah memutuskan untuk membeli produk Ellips pada aplikasi Tiktok (TikTok Shop) dengan jumlah sampel sebanyak 160 responden dengan penarikan sampel menggunakan purposive sampling. Pada penelitian ini menggunakan metode analisis Structural Equation Modelling (SEM) dengan alat analisis SmartPLS versi 4.0. Hasil penelitian ini menunjukan bahwa: (1) Viral Marketing berpengaruh positif dan signifikan terhadap Purchase Decision; (2) Live Streaming berpengaruh positif dan signifikan terhadap Purchase Decision; (3) Viral Marketing berpengaruh positif dan signifikan terhadap Customer Trust; (4) Live Streaming berpengaruh positif dan signifikan terhadap Customer Trust; (5) Customer Trust berpengaruh positif namun tidak signifikan terhadap Purchase Decision; (6) Customer Trust memediasi penuh hubungan Viral Marketing terhadap Purchase Decision; (7) Customer Trust tidak dapat memediasi hubungan antara Live Streaming terhadap Purchase Decision. Kata Kunci: Viral Marketing, Live Streaming, Customer Trust, Purchase Decision, Mediasi

Uncontrolled Keywords:

Viral Marketing, Live Streaming, Customer Trust, Purchase Decision, Mediasi Viral Marketing, Live Streaming, Customer Trust, Purchase Decision, Mediation

Subjects:

H Social Sciences > HB Economic Theory

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Nupus Hayatun Sutrisna

Date Deposited:

11 Dec 2025 03:43

Last Modified:

11 Dec 2025 03:43

URI:

http://eprints.untirta.ac.id/id/eprint/56402

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