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primary topic: PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia)

PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia)
type: Thesis
type: Article
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. The 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.
date: 2026
status: published
creator: Ivan Ramadhan
author list: authors
THS: Asep Supriadi
THS: Hayati Nufus
type: EPrint
type: ThesisEPrint
is part of: repository
has document: PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia) (Text)
subject: H Social Sciences (General)
subject: HB Economic Theory

PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia) (Text)
type: Document

PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia) (Text)
type: Document

PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia) (Text)
type: Document

PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia) (Text)
type: Document

PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia) (Text)
type: Document

PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia) (Text)
type: Document

PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia) (Text)
type: Document

PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia) (Text)
type: Document

PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia) (Text)
type: Document
has file: IVAN RAMADHAN_5551210116_LAMP..pdf
has part: IVAN RAMADHAN_5551210116_LAMP..pdf

UNIVERSITAS SULTAN AGENG TIRTAYASA
type: Organization

MANAJEMEN, UNIVERSITAS SULTAN AGENG TIRTAYASA
type: Organization

Ivan Ramadhan
type: Person
given name: Ivan
family name: Ramadhan

Hayati Nufus
type: Person
given name: Hayati
family name: Nufus

Asep Supriadi
type: Person
given name: Asep
family name: Supriadi

FAKULTAS EKONOMI DAN BISNIS
type: Organization

MANAJEMEN
type: Organization

HTML Summary of #59403 PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia)
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primary topic: PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia)

H Social Sciences (General)
type: Concept

HB Economic Theory
type: Concept