PENGARUH FITUR LIVE STREAMING, REVIEW PRODUCT, DAN KETERSEDIAAN CASH ON DELIVERY SERVICE TERHADAP MINAT BELI KONSUMEN DI E-COMMERCE TIKTOK SHOP

Eliata, Kezya Yunias (2025) PENGARUH FITUR LIVE STREAMING, REVIEW PRODUCT, DAN KETERSEDIAAN CASH ON DELIVERY SERVICE TERHADAP MINAT BELI KONSUMEN DI E-COMMERCE TIKTOK SHOP. Undergraduate thesis, Universitas Nusantara PGRI Kediri.

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Abstract

Perkembangan e-commerce yang semakin intensif mendorong platform media sosial seperti TikTok untuk terus maju dengan meluncurkan fitur belanja online melalui TikTok Shop. Fitur-fitur seperti live streaming, review product, dan ketersediaan pembayaran seperti Cash On Delivery (COD) menjadi magnet bagi konsumen dalam mengambil keputusan pembelian. Penelitian ini diharapkan dapat mengetahui pengaruh fitur live streaming, review product, dan ketersediaan cash on delivery service terhadap minat beli konsumen di e-commerce TikTok Shop. Baik secara parsial maupun simultan. Permasalahan dalam penelitian ini adalah (1) Apakah fitur live streaming parsial mempengaruhi minat beli konsumen di e-commerce TikTok Shop? (2) Apakah review product secara parsial mempengaruhi minat beli konsumen di e-commerce TikTok Shop? (3) Apakah secara parsial ketersediaan cash on delivery service berpengaruh terhadap minat beli konsumen pada e-commerce TikTok Shop? (4) Apakah fitur live streaming, review product, dan ketersediaan cash on delivery service secara bersama-sama mempengaruhi minat beli konsumen pada e-commerce TikTok Shop?. Penelitian ini menggunakan pendekatan kuantitatif dengan penyebaran kuesioner sebagai alat penelitian. Kesimpulan hasil penelitian ini menunjukkan (1) Secara parsial fitur live streaming memiliki pengaruh yang signifikan terhadap minat beli konsumen (2) Secara parsial review product memiliki pengaruh yang signifikan terhadap minat beli konsumen (3) Secara parsial ketersediaan cash on delivery service memiliki pengaruh yang signifikan terhadap minat beli konsumen (4) Secara bersamaan, variabel ketiga tersebut terbukti punya pengaruh signifikan terhadap minat beli konsumen di TikTok Shop.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Live Streaming, Review Product, Cash On Delivery, Minat Beli, TikTok Shop.
Subjects: 550 Economics > 560 Economics
550 Economics > 571 Management
550 Economics > 574 Marketing
Divisions: Fakultas Ekonomi dan Bisnis > S1-Manajemen
Depositing User: Kezya Yunias Eliata
Last Modified: 06 Aug 2025 03:15
URI: http://repository.unpkediri.ac.id/id/eprint/19190

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