ANALISIS LIVE STREAMING E-COMMERCE SHOPEE PADA SKINCARE SKINTIFIC (STUDI GENERASI Z DI JABODETABEK)

BELLA AMALIAH, . (2025) ANALISIS LIVE STREAMING E-COMMERCE SHOPEE PADA SKINCARE SKINTIFIC (STUDI GENERASI Z DI JABODETABEK). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk.mengetahui bagaimana efektivitas live streaming e-commerce Shopee pada skincare Skintific. Menggunakan metode penelitian kuantitatif yang diukur dengan skala likert. Populasi yang digunakan adalah pengguna live streaming e-commerce Shopee yang pernah menonton dan,membeli skincare Skintific pada live streaming, serta kelompok usia Generasi Z yang berdomisili di Jabodetabek. Teknik pengambilan sampel penelitian ini menggunakan purposive sampling sebanyak 96 responden yang diperoleh dari penyebaran kusioner kepada responden secara,online melalui Google.Form. Teknik analisis penelitian ini yaitu menggunakan software SPSS (Stastical Program for Social Sciene). Hasil penelitian ini menunjukan bahwa kredibilitas, interaktivitas, dan kekayaan media pada live streaming berpengaruh pada audiens yang ingin membeli produk pada live streaming. Kata kunci: live streaming, kredibilitas, interaktivitas, kekayaan media ***** This study aims to determine how the effectiveness of Shopee e-commerce live streaming on Skintific skincare. Using quantitative research methods measured by a Likert scale. The population used is Shopee e-commerce live streaming users who have watched and purchased Skintific skincare on live streaming, as well as the Generation Z age group who live in Jabodetabek. The sampling technique for this study used purposive.sampling as many as 96 respondents were obtained. The analysis technique of this research is using SPSS (Stastical Program for Social Sciene) software. The results of this.study indicate that credibility, interactivity, and media richness on live streaming affect audiences who want to buy products on live streaming. Keywords: live streaming, credibility, interactivity, media richness

Item Type:	Thesis (Diploma)
Additional Information:	1). Agung Kresnamurti Rivai P., S.T., M.M. ; 2). Muhammad Fawaiq, M.Ec.Dev
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 26732 not found.
Date Deposited:	25 Feb 2025 07:11
Last Modified:	25 Feb 2025 07:11
URI:	http://repository.unj.ac.id/id/eprint/53422

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