PENGARUH LIVE STREAMING, FLASH SALE, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK ANTARESTAR DI TIKTOK SHOP

Husin, Rofiq Ainul (2025) PENGARUH LIVE STREAMING, FLASH SALE, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK ANTARESTAR DI TIKTOK SHOP. Undergraduate thesis, Universitas Nusantara PGRI Kediri.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh live streaming, flash sale, dan online customer review terhadap keputusan pembelian produk Antarestar di TikTok Shop. Penelitian ini menggunakan pendekatan kuantitatif kausal dengan populasi pengguna TikTok Shop yang telah membeli produk Antarestar. Sampel penelitian terdiri dari 40 responden yang dipilih dengan teknik purposive sampling. Data primer diperoleh melalui kuesioner berbasis skala likert, dan regresi linier berganda digunakan untuk analisis data. Hasil penelitian menunjukkan bahwa flash sale berpengaruh signifikan terhadap keputusan pembelian produk Antarestar di TikTok Shop, sementara live streaming dan online customer review tidak berpengaruh signifikan. Secara simultan, ketiga variabel (live streaming, flash sale, dan online customer review) memiliki pengaruh terhadap keputusan pembelian, meskipun tidak semuanya signifikan.

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