PENGARUH LIVE STREAMING, ONLINE CUSTOMER REVIEW, DAN PRICE DISCOUNT TERHADAP PURCHASE INTENTION PADA BRAND YSL BEAUTY INDONESIA DI PLATFROM TIKTOK

REVALINA TALITHA YASRI, . (2026) PENGARUH LIVE STREAMING, ONLINE CUSTOMER REVIEW, DAN PRICE DISCOUNT TERHADAP PURCHASE INTENTION PADA BRAND YSL BEAUTY INDONESIA DI PLATFROM TIKTOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Live Streaming, Online Customer Review, dan Price Discount terhadap Purchase Intention pada produk YSL Beauty Indonesia di platform TikTok. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data melalui kuesioner. Populasi penelitian adalah konsumen YSL Beauty Indonesia yang berdomisili di wilayah Jabodetabek. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling, sehingga diperoleh sebanyak 200 responden. Teknik analisis data yang digunakan adalah analisis regresi linear berganda meliputi analisis statistik deskriptif, uji instrumen, uji asumsi klasik, analisis regresi linear berganda, uji hipotesis (uji t dan uji F), serta koefisien determinasi (R²) dengan bantuan IBM SPSS Statistics versi 29. Hasil penelitian menunjukkan bahwa Live Streaming, Online Customer Review, dan Price Discount masing-masing berpengaruh positif dan signifikan terhadap Purchase Intention. Selain itu, ketiga variabel tersebut secara simultan juga berpengaruh positif dan signifikan terhadap Purchase Intention, dengan Price Discount sebagai variabel yang memiliki pengaruh paling dominan. Dengan demikian, optimalisasi aktivitas live streaming, pengelolaan online customer review, dan pemberian price discount yang menarik dapat menjadi strategi pemasaran digital yang efektif dalam meningkatkan Purchase Intention konsumen terhadap produk YSL Beauty Indonesia di platform TikTok. ***** This study aims to examine and analyze the influence of Live Streaming, Online Customer Review, and Price Discount on Purchase Intention toward YSL Beauty Indonesia products on the TikTok platform. This study employed a quantitative research method using a questionnaire as the data collection instrument. The population consisted of YSL Beauty Indonesia consumers residing in the Greater Jakarta area (Jabodetabek). The sampling technique used was non-probability sampling with a purposive sampling method, resulting in a total of 200 respondents. The data were analyzed using multiple linear regression analysis, supported by descriptive statistical analysis, instrument testing, classical assumption tests, hypothesis testing (t-test and F-test), and the coefficient of determination (R²), with the assistance of IBM SPSS Statistics version 29.. The results indicate that Live Streaming, Online Customer Review, and Price Discount each have a positive and significant effect on Purchase Intention. Furthermore, these three variables simultaneously have a positive and significant effect on Purchase Intention, with Price Discount identified as the most influential variable. Therefore, optimizing live streaming activities, managing online customer reviews, and offering attractive price discounts can serve as effective digital marketing strategies to increase consumers' purchase intention toward YSL Beauty Indonesia products on the TikTok platform.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D. ; 2). Ivan Putrantro, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Revalina Talitha Yasri .
Date Deposited:	04 Aug 2026 07:30
Last Modified:	04 Aug 2026 07:30
URI:	http://repository.unj.ac.id/id/eprint/68193

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