Pengaruh Live Streaming dan Brand Trust terhadap Minat Beli Produk Skintific

Rakasiwi, Dwi Arum Ing (2025) Pengaruh Live Streaming dan Brand Trust terhadap Minat Beli Produk Skintific. Sarjana (S1) thesis, Universitas Islam 45.

	Text PENDAHULUAN.pdf Download (2MB)
	Text BAB I.pdf Download (253kB)
	Text BAB II.pdf Restricted to Repository staff only Download (198kB) | Request a copy
	Text BAB III.pdf Restricted to Repository staff only Download (462kB) | Request a copy
	Text BAB IV.pdf Restricted to Repository staff only Download (442kB) | Request a copy
	Text BAB V.pdf Download (17kB)
	Text DAFTAR PUSTAKA.pdf Download (191kB)

Abstract

The purpose of this study is to determine the effect of live streaming and brand trust on the purchase interest of Skintific products. The research method used is quantitative. Data collectio techniques were carried out through literature studies and questionnaires. The research sample was determined using purposive sampling techniques with 100 respondents who were Skintific product users. Data analysis was performed using the Statistical Product and Service Solutions (SPSS) program version 23. Based on the results of data processing through multiple linear regression analysis, the equation Y = 0.673 + 0.544X1 + 0.454X2 was obtained. The t-test results showed that the Live Streaming variable with a t-value of 13.444 > 1.660 t-table with a significance of 0.000 < 0.05, and the brand trust variable with a t-value of 10.817 > 1.660 t-table with a significance of 0.000 < 0.05, both of which have a positive and significant effect on purchase intention. Meanwhile, the F test shows an F count value of 148.712 > 3.09 F Table with a significance of 0.000 < 0.05, which means that live streaming and brand trust simultaneously have a significant effect on purchase intention. The correlation coefficient (R) value of 0.868 indicates a strong positive correlation, while the coefficient of determination (R Square) value of 0.610 explains that live streaming (X1) and brand trust (X2) together have a 61% influence on the purchase interest of Skintific products, while the remaining 39% is influenced by other factors outside this study

Actions (login required)

View Item