PENGARUH LIVE STREAMING, ONLINE CUSTOMER REVIEW DAN INFLUENCER TERHADAP NIAT BELI PADA E-COMMERCE SHOPEE (SURVEI GENERASI Z DI PROVINSI DAERAH ISTIMEWA YOGYAKARTA)

SUGANDA, INTAN RIZKIAWATI (2024) PENGARUH LIVE STREAMING, ONLINE CUSTOMER REVIEW DAN INFLUENCER TERHADAP NIAT BELI PADA E-COMMERCE SHOPEE (SURVEI GENERASI Z DI PROVINSI DAERAH ISTIMEWA YOGYAKARTA). Other thesis, UPN Veteran Yogyakarta.

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Abstract

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PENGARUH LIVE STREAMING, ONLINE CUTOMER REVIEW DAN
INFLUENCER TERHADAP NIAT BELI PADA E-COMMERCE SHOPEE
(SURVERI GENERASI Z DI PROVINSI DAERAH ISTIMEWA
YOGYAKARTA)
Intan Rizkiawati Suganda
Email : intanrizkiawatisuganda@gmail.com
ABSTRACT
The development of social media is currently very rapid and has become a well-
known phenomenon in society, this provides opportunities for business people to
promote their products and services. By using various platforms such as Instagram,
Shopee, Twitter etc., companies can interact directly with consumers, receive
feedback and promote products effectively and efficiently. Shopee is one of the most
popular e-commerce sites, with an average of 216 million visits per month in the
third quarter of 2023, an increase of 30% from the previous quarter. This research
examines the influence of live streaming, consumer reviews and influencers on
purchase intentions on Shopee e-commerce among generation Z in Yogyakarta. The
sample in this study consisted of 100 respondents. The research method used is
quantitative and the instrument used in this research is a questionnaire prepared on a
Likert scale and the data is processed using SmartPLS. The results of this research
analysis produce: (1) Live streaming has a significant positive effect on purchase
intentions on e-commerce Shopee generation Z in Yogyakarta; (2) Online customer
reviews have a significant positive effect on purchase intentions on Generation Z e-
commerce Shopee in Yogyakarta; and (3) influencers have a significant positive
effect on purchase intentions on e-commerce Shopee generation Z in Yogyakarta.
Keywords: live straming, online customer review, influencer, purchase intention
x
PENGARUH LIVE STREAMING, ONLINE CUTOMER REVIEW DAN
INFLUENCER TERHADAP NIAT BELI PADA E-COMMERCE SHOPEE
(SURVERI GENERASI Z DI PROVINSI DAERAH ISTIMEWA
YOGYAKARTA)
Intan Rizkiawati Suganda
Email : intanrizkiawatisuganda@gmail.com
ABSTRAK
Perkembangan e-commerce saat ini sangat pesat dan menjadi fenomena terkenal di
masyarakta, hal ini memberikan peluang bagi para pelaku usaha untuk
mempromosikan produk dan layanan mereka. Dengan menggunakan berbagai
macam platform seperti Shopee, Lazada, Tokopedia dll, perusahaan dapat
berinteraksi langsung dengan konsumen. Shopee adalah salah satu e-commerce yang
popular, rata-rata 216 juta kunjungan per bulan pada kuartal III tahun 2023.Penelitian
ini mengkaji pengaruh live streaming, ulasan konsumen dan influencer terhadap niat
beli pada e-commerce Shopee dikalangan generasi Z di Provinsi Daerah Istimewa
Yogyakarta. Sampel dalam penelitian ini berjumlah 100 responden. Metode
penelitian yang digunakan bersifat kuantitatif dan isntrumen yang digunakan dalam
penelitian ini adalah kuesioner yang disusun dengan skala Likert dan data diolah
menggunakan SmartPLS . Hasil analasis penelitian ini menghasilkan : (1) Live
streaming berpengaruh positif signifikan terhadap niat beli pada e-commerce Shopee
generasi Z di Yogyakarta; (2) Online customer review berpengaruh positif signifikan
terhadap niat beli pada e-commerce Shopee generasi Z di Yogyakarta; dan (3)
influencer berpengaruh positif signifikan terhadap niat beli pada e-commerce Shopee
generasi Z di Yogyakarta.
Kata Kunci : Live Streaming, Online Customer Review, Influencer, Niat Beli.

Item Type: Thesis (Other)
Uncontrolled Keywords: Live Streaming, Online Customer Review, Influencer, Niat Beli.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Eko Yuli
Date Deposited: 18 Sep 2024 01:43
Last Modified: 18 Sep 2024 01:43
URI: http://eprints.upnyk.ac.id/id/eprint/41185

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