relation: https://eprints.untirta.ac.id/44497/
title: PENGARUH LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN  (Pengguna Online Shopping Aplikasi Lazada)
creator: Azizah Rahayu, Nur
subject: Science Journalism
description: This study aims to examine the influence of live streaming on purchasing decisions on the Lazada online shopping platform, with flash sales acting as an intervening variable. The research analyzes how user interaction with the live streaming feature affects their purchasing decisions, as well as the role of flash sales in mediating the relationship between live streaming and purchasing decisions. By utilizing a quantitative approach and path analysis, the findings of this study are expected to provide deeper insights into the factors influencing consumer behavior in the e-commerce context, particularly on the Lazada platform.  The research employs a quantitative approach with an associative design. The  population of this study consists of active Lazada users. The sample comprises 159  active Lazada users, selected using purposive sampling. Data analysis is performed  using Structural Equation Modeling (SEM) with SmartPLS software.  The results indicate that: (1) Live streaming has a positive and significant  impact on purchasing decisions; (2) Regression analysis shows a positive and  significant relationship between live streaming and purchasing decisions when  mediated by flash sales. This suggests that flash sales play an indirect role in  influencing the relationship between live streaming and purchasing decisions.
date: 2024
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/44497/1/Nur%20Azizah%20Rahayu_5551200014_Fulltext.pdf
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language: en
identifier: https://eprints.untirta.ac.id/44497/2/Nur%20Azizah%20Rahayu_5551200014_01.pdf
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language: en
identifier: https://eprints.untirta.ac.id/44497/3/Nur%20Azizah%20Rahayu_5551200014_02.pdf
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language: en
identifier: https://eprints.untirta.ac.id/44497/4/Nur%20Azizah%20Rahayu_5551200014_03.pdf
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language: en
identifier: https://eprints.untirta.ac.id/44497/5/Nur%20Azizah%20Rahayu_5551200014_04.pdf
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language: en
identifier: https://eprints.untirta.ac.id/44497/6/Nur%20Azizah%20Rahayu_5551200014_05.pdf
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language: en
identifier: https://eprints.untirta.ac.id/44497/7/Nur%20Azizah%20Rahayu_5551200014_Reff.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/44497/8/Nur%20Azizah%20Rahayu_5551200014_Lamp.pdf
identifier:   Azizah Rahayu, Nur  (2024) PENGARUH LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN (Pengguna Online Shopping Aplikasi Lazada).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.