PENGARUH AFFILIATE MARKETING, LIVE STREAMING, TRUST, DAN PROMO HARBOLNAS TERHADAP KEPUTUSAN PEMBELIAN PADA PLATFORM SHOPEE(Studi kasus pada Gen-Z di Kota Magetan)

KHOTIMAH, AISYAH NUR (2026) PENGARUH AFFILIATE MARKETING, LIVE STREAMING, TRUST, DAN PROMO HARBOLNAS TERHADAP KEPUTUSAN PEMBELIAN PADA PLATFORM SHOPEE(Studi kasus pada Gen-Z di Kota Magetan). S1 thesis, UNIVERSITAS PGRI MADIUN.

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Abstract

The rapid development of information and communication technology has driven digital change in various sectors, including marketing and commerce. The emergence of e-commerce is a clear example of this change, transforming the way consumers make purchases. This study aims to analyze the influence of affiliate marketing, live streaming, trust, and Harbolnas promotions on purchasing decisions on the Shopee platform. This study used a quantitative method with a purposive sampling technique for 385 Generation Z respondents in Magetan City who had made purchases through the Shopee platform. Data collection used a questionnaire, and data analysis was conducted using SPSS version 23. The results of this study indicate that affiliate marketing, live streaming, and Harbolnas promotions partially have a positive and significant effect on purchasing decisions. Meanwhile, trust has a positive but insignificant effect on purchasing decisions.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Affiliate marketing; live streaming; trust; Harbolnas promotions; purchasing decisions
Subjects: A Social Sciences > H Social Sciences (General)
A Social Sciences > HB Economic Theory
A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: KHOTIMAH NUR AISYAH
Date Deposited: 23 Oct 2026 02:08
Last Modified: 23 Oct 2026 02:08
URI: http://eprint.unipma.ac.id/id/eprint/10590

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