TY  - THES
KW  - Live streaming
KW  -  Brand image
KW  -  Price discount
KW  -  Purchase decision
Siaran langsung
KW  -  Citra merek
KW  -  Diskon harga
KW  -  Keputusan pembelian
A1  - Ramadhan, Ivan
EP  - 129
N2  - 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.
PB  - UNIVERSITAS SULTAN AGENG TIRTAYASA
M1  - sarjana
UR  - https://eprints.untirta.ac.id/59403/
N1  - 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.

Hasil 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.
TI  - PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG
 DI MODERASI OLEH PRICE DISCOUNT
(Pengguna Online Shopping Aplikasi Tokopedia)
AV  - restricted
ID  - eprintuntirta59403
Y1  - 2026///
ER  -