eprintid: 59403
rev_number: 22
eprint_status: archive
userid: 18003
dir: disk0/00/05/94/03
datestamp: 2026-04-02 02:01:32
lastmod: 2026-04-02 02:01:32
status_changed: 2026-04-02 02:01:32
type: thesis
metadata_visibility: show
contact_email: 5551210116@untirta.ac.id
creators_name: Ramadhan, Ivan
creators_id: 5551210116
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Supriadi, Asep
contributors_name: Nufus, Hayati
contributors_id: 196909242001121001
contributors_id: 197708122008122002
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS EKONOMI DAN BISNIS
corp_creators: MANAJEMEN
title: PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG
 DI MODERASI OLEH PRICE DISCOUNT
(Pengguna Online Shopping Aplikasi Tokopedia)
ispublished: pub
subjects: H1
subjects: HB
divisions: FEB
divisions: Managemen
full_text_status: restricted
keywords: Live streaming, Brand image, Price discount, Purchase decision
Siaran langsung, Citra merek, Diskon harga, Keputusan pembelian
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.

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.
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
date_type: published
pages: 129
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: MANAJEMEN
thesis_type: sarjana
thesis_name: sarjana
citation:   Ramadhan, Ivan  (2026) PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.   
document_url: https://eprints.untirta.ac.id/59403/4/IVAN%20RAMADHAN_5551210116_CP.pdf
document_url: https://eprints.untirta.ac.id/59403/1/IVAN%20RAMADHAN_5551210116_%20FULL%20TEXT.pdf
document_url: https://eprints.untirta.ac.id/59403/2/IVAN%20RAMADHAN_5551210116_%2001.pdf
document_url: https://eprints.untirta.ac.id/59403/3/IVAN%20RAMADHAN_5551210116_02.pdf
document_url: https://eprints.untirta.ac.id/59403/5/IVAN%20RAMADHAN_5551210116_03.pdf
document_url: https://eprints.untirta.ac.id/59403/6/IVAN%20RAMADHAN_5551210116_04.pdf
document_url: https://eprints.untirta.ac.id/59403/7/IVAN%20RAMADHAN_5551210116_05.pdf
document_url: https://eprints.untirta.ac.id/59403/8/IVAN%20RAMADHAN_5551210116_REF.pdf
document_url: https://eprints.untirta.ac.id/59403/9/IVAN%20RAMADHAN_5551210116_LAMP..pdf