Pengaruh Live Streaming Dan Potongan Harga Terhadap Keputusan Pembelian Pengguna Shopee Pada Generasi Z

Elita, Via and , Tri Nur Wahyudi, S.Pd., M.M (2024) Pengaruh Live Streaming Dan Potongan Harga Terhadap Keputusan Pembelian Pengguna Shopee Pada Generasi Z. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The development of technology and the advancement of the internet from year to year bring a lot of impacts on human life, one of which is the change in the way of shopping that was once done face-to-face or conventional is now done online by utilizing the internet. Generation Z is the largest contributor to the number of online shopping transactions and the level of attraction to online shopping is quite high. The purpose of this study is to determine the effect of live streaming and discounts on the purchase decisions of Shopee users in Generation Z. This research is a quantitative research with associative methods. The population in this study is all Generation Z in Indonesia who use the Shopee application. The sampling method in this study is non-probability sampling with a purposive sampling approach. The data used was primary data obtained from the distribution of questionnaires online through various social media and obtained by 102 respondents. The data was analyzed using the help of SPPS for Windows. The results of the analysis show that live streaming and discount influence the purchase decisions of Shopee users in Generation Z both simultaneously and partially.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Live Streaming, Potongan Harga, Keputusan Pembelian, Generasi Z
Subjects:	E Education > Education (General) E Education > LC Special aspects of education > Civic Education
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	VIA ELITA
Date Deposited:	12 Aug 2024 04:51
Last Modified:	12 Aug 2024 04:51
URI:	http://eprints.ums.ac.id/id/eprint/125675

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