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      "note": "Penelitian ini bertujuan untuk menganalisis pengaruh live streaming dan brand image terhadap purchase decision dengan price discount sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada responden yang pernah melakukan pembelian produk melalui platform Tokopedia. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan jumlah responden sebanyak 140 responden. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan perangkat lunak SmartPLS.\r\n\r\nHasil penelitian menunjukkan bahwa live streaming, brand image, dan price discount berpengaruh positif dan signifikan. Hasil pengujian efek moderasi menunjukkan bahwa price discount mampu memoderasi yang bersifat memperkuat hubungan antara live streaming dan purchase decision dan price discount terbukti berperan sebagai variabel moderasi yang bersifat memperlemah hubungan antara brand image dan purchase decision.",
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      "abstract": "This study aims to analyze the effect of live streaming and brand image on purchase decision with price discount as a moderating variable. This study uses a quantitative approach with a survey method. Data were collected through the distribution of questionnaires to respondents who had made product purchases through the Tokopedia platform. The sampling technique used was purposive sampling, with a total of 140 respondents. The data analysis method used was Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS software. \r\nThe results of the study show that live streaming, brand image, and price discount have a positive and significant effect. The results of the moderation effect test show that price discount is able to moderate by strengthening the relationship between live streaming and purchase decision, and price discount is proven to play a moderating variable that weakens the relationship between brand image and purchase decision.",
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