Sonia, Mutiara (2025) PENGARUH FLASH SALE DAN LIVE STREAMING TERHADAP IMPLUSIVE BUYING PADA APLIKASI TIKTOK SHOP. Sarjana (S1) thesis, Universitas Islam 45.
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Abstract
The purpose of this study is to determine the effect of Flash Sales, Live Streaming, and Impulsive Buying. The method used in this study is quantitative. Data collection techniques were conducted through literature study and questionnaires. The sampling technique used was purposive sampling. The sample consisted of 100 respondents. Data analysis in this study used the Statistical Product and Service Solution (SPSS) program. Based on the questionnaire results processed using SPSS, the multiple regression result obtained was Y = 3.723 + 0.433X1 + 0.495X2. The t-test (partial) results showed that the Flash Sale variable had a t-value of 3.362 > 1.660 t-table with a significance of 0.001 < 0.05, while the Live Streaming variable had a t-value of 2.605 > 1.660 t-table with a significance of 0.011 < 0.05. From the statistical calculation, the correlation coefficient value of R is 0.535, indicating a strong positive correlation between the Flash Sale (X1) and Live Streaming (X2) variables combined with Impulsive Buying on the TikTok Shop application. The coefficient of determination R-squared is 0.286, indicating that Flash Sale (X1) and Live Streaming (X2) together have a 28.6% influence on the Tiktok Shop application. Meanwhile, the remaining 71.4% is influenced by other factors outside the variables studied.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) | ||||||
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| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: |
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| Keywords / Kata Kunci: | Flash Sale, Live Streaming dan Implusive Buying. | ||||||
| Subjects: | Manajemen Pemasaran | ||||||
| Faculty: | Fakultas Ekonomi > Manajemen S1 | ||||||
| Depositing User: | Ms Mutiara Sonia | ||||||
| Date Deposited: | 18 Nov 2025 07:20 | ||||||
| Last Modified: | 18 Nov 2025 07:20 | ||||||
| URI: | http://repository.unismabekasi.ac.id/id/eprint/8985 |
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