Promosi Live Streaming Shopee Dan Interaksi Penjual Terhadap Keputusan Pembelian Melalui Minat Beli (Studi Kasus Pada Produk Skintific Di Kota Madiun)

Yuliasih, Yuliasih (2026) Promosi Live Streaming Shopee Dan Interaksi Penjual Terhadap Keputusan Pembelian Melalui Minat Beli (Studi Kasus Pada Produk Skintific Di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the influence of Shopee live streaming promotion and seller interaction on purchase decisions through purchase intention as a mediating variable on Skintific products in Madiun City. This research uses a quantitative approach with a total sample of 385 respondents selected using purposive sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using IBM SPSS Statistics 26. The results of the study indicate that Shopee live streaming promotion has a positive and significant effect on purchase intention, seller interaction has a positive and significant effect on purchase intention, Shopee live streaming promotion has a positive and significant effect on purchase decisions, seller interaction has a positive and significant effect on purchase decisions, and purchase intention has a positive and significant effect on purchase decisions of Skintific products in Madiun City. In addition, purchase intention is able to mediate the effect of Shopee live streaming promotion and seller interaction on purchase decisions.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Shopee Live Streaming Promotion; Seller Interaction; Purchase Intention; Purchase Decision; Skintific
Subjects: A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: YULIASIH YULIASIH YULIASIH
Date Deposited: 26 Oct 2026 05:13
Last Modified: 26 Oct 2026 05:13
URI: http://eprint.unipma.ac.id/id/eprint/10446

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