PENGARUH LIVE STREAMING SHOPPING, ONLINE CUSTOMER REVIEW, DAN BRAND IMAGE TERHADAP ONLINE PURCHASE INTENTION KONSUMEN SKINCARE KAHF PADA MARKETPLACE SHOPEE DI DAERAH ISTIMEWA YOGYAKARTA

MUFADHOL, AKBAR REVA (2024) PENGARUH LIVE STREAMING SHOPPING, ONLINE CUSTOMER REVIEW, DAN BRAND IMAGE TERHADAP ONLINE PURCHASE INTENTION KONSUMEN SKINCARE KAHF PADA MARKETPLACE SHOPEE DI DAERAH ISTIMEWA YOGYAKARTA. Other thesis, UPN Veteran Yogyakarta.

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Abstract

Penelitian ini menguji pengaruh live streaming shopping, online customer review,
dan brand image terhadap online purchase intention konsumen skincare Kahf pada
marketplace Shopee di Daerah Istimewa Yoyakarta. Penelitian ini menggunakan
metode kuantitatif dengan teknik purposive sampling. Data dikumpulkan melalui
survei terhadap 110 konsumen skincare Kahf pada marketplace Shopee di Daerah
Istimewa Yoyakarta. Analisis data dilakukan dengan menggunakan software SPSS.
Hasil penelitian menunjukkan bahwa live streaming shopping, online customer
review, dan brand image secara bersama-sama berpengaruh signifikan terhadap
online purchase intention konsumen skincare Kahf pada marketplace Shopee di
Daerah Istimewa Yoyakarta.
Kata Kunci: Live streaming shopping, Online customer review, Brand image,
Online purchase intention

Item Type: Thesis (Other)
Uncontrolled Keywords: Live streaming shopping, Online customer review, Brand image, Online purchase intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: A.Md Eko Suprapti
Date Deposited: 10 Apr 2025 01:23
Last Modified: 10 Apr 2025 01:32
URI: http://eprints.upnyk.ac.id/id/eprint/42301

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