PENGARUH LIVE STREAMING DAN FLASH SALE TERHADAP IMPULSE BUYING SERTA IMPLIKASINYA TERHADAP CUSTOMER SATISFACTION (STUDI PADA APLIKASI SOCIAL COMMERCE TIKTOK SHOP)

DAFFA FAWWAAZ RAMADHAN, . (2025) PENGARUH LIVE STREAMING DAN FLASH SALE TERHADAP IMPULSE BUYING SERTA IMPLIKASINYA TERHADAP CUSTOMER SATISFACTION (STUDI PADA APLIKASI SOCIAL COMMERCE TIKTOK SHOP). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilakukan untuk mengidentifikasi sejauh mana pengaruh fitur live streaming dan flash sale terhadap impulse buying, serta bagaimana keduanya berdampak pada tingkat Customer Satisfaction, dengan studi kasus pada pengguna aplikasi TikTok Shop sebagai platform social commerce. Data dikumpulkan melalui survei daring dengan menyebarkan kuesioner kepada 510 responden. Teknik analisis yang digunakan dalam studi ini adalah Structural Equation Modeling (SEM), dengan bantuan software Lisrel versi 8.8 dan SPSS. Hasil penelitian menunjukkan pengaruh positif dan signifikan pada hipotesis live streaming terhadap impulse buying, flash sale terhadap impulse buying, live streaming terhadap customer satisfaction, flash sale terhadap customer satisfaction, dan impulse buying terhadap customer satisfaction. ***** This study was conducted for identify extent to which the live streaming and flash sale features influence impulse buying, and how both affect the level of Customer Satisfaction, with a case study on TikTok Shop application users as a social commerce platform. Data were collected through an online survey by distributing questionnaires to 510 respondents. The analysis technique used in this study is Structural Equation Modeling (SEM), with the help of Lisrel software version 8.8 and SPSS. The results of the study showed a positive and significant influence on the hypothesis of live streaming on impulse buying, flash sales on impulse buying, live streaming on customer satisfaction, flash sales on customer satisfaction, and impulse buying on customer satisfaction.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Agung Kresnamurti Rivai P., ST, M.M. ; 2). Shandy Aditya, BIB, MPBS
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Daffa Fawwaaz Ramadhan .
Date Deposited:	01 Aug 2025 06:12
Last Modified:	01 Aug 2025 06:12
URI:	http://repository.unj.ac.id/id/eprint/57153

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