KHABIBAH, SILVI NUR (2026) PENGARUH INTERAKSI LIVE STREAMING, DAYA TARIK KONTEN, KEPERCAYAAN KONSUMEN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TAS ANYAMAN PADA PLATFORM E-COMMERCE PADA BRAND FAUNA TAS (Studi Kasus Pada Masyarakat Kota Madiun Pengguna Marketplace Shopee). S1 thesis, UNIVERSITAS PGRI MADIUN.
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Abstract
Silvi Nur Khabibah. 2203102085. The Influence of Live Streaming Interaction, Content Appeal, Consumer Trust, and Promotion on Purchasing Decisions for Woven Bags on E-Commerce Platforms: A Case Study of the Brand "Fauna Tas" (Focusing on Shopee Marketplace Users in Madiun City). Undergraduate Thesis. Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun, 2026. Consumer purchasing decisions in live streaming commerce are influenced by various interrelated factors; however, research focusing on local handicraft products remains limited. This study aims to analyze the effects of live streaming interaction, content attractiveness, consumer trust, and promotion on the purchasing decisions of Fauna Tas woven bags on the Shopee e-commerce platform, as well as to examine the simultaneous contribution of these four variables. This research employed a quantitative approach with a causal research design and involved 385 respondents from Madiun City selected through purposive sampling. Data were collected using an online questionnaire distributed via Google Forms with a five-point Likert scale, while data analysis was conducted using multiple linear regression with SPSS version 25.0. The analysis examined both the partial and simultaneous effects of the four independent variables on purchasing decisions. The results indicate that live streaming interaction has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.292 (t = 10.814; p = 0.000), followed by content attractiveness with a coefficient of 0.254 (t = 9.438; p = 0.000), consumer trust with a coefficient of 0.224 (t = 8.630; p = 0.000), and promotion with a coefficient of 0.230 (t = 8.609; p = 0.000). Simultaneously, the four variables have a significant effect, with an Adjusted R² value of 0.458, indicating that 45.8% of the variance in purchasing decisions can be explained by these variables, while the remaining 54.2% is influenced by other factors outside the research model. In conclusion, live streaming interaction is the most dominant factor affecting purchasing decisions, and collectively, the four variables significantly encourage consumers to purchase Fauna Tas woven bags. Therefore, an integrated digital marketing strategy is strongly recommended to increase sales and stabilize sales fluctuations.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | content attractiveness; consumer trust; live streaming interaction; promotion; purchasing decision; woven bags. |
| Subjects: | A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management A Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | KHABIBAH NUR SILVI |
| Date Deposited: | 20 Oct 2026 05:13 |
| Last Modified: | 20 Oct 2026 05:13 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10427 |
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