PENGARUH LIVE STREAMING SHOPPING PADA MEDIA SOSIAL TIKTOK DAN PENAWARAN HARGA DISKON TERHADAP MINAT BELI KONSUMEN (PADA MAHASISWA/I FAKULTAS EKONOMI UNISKA)

Nisa, Nurun (2025) PENGARUH LIVE STREAMING SHOPPING PADA MEDIA SOSIAL TIKTOK DAN PENAWARAN HARGA DISKON TERHADAP MINAT BELI KONSUMEN (PADA MAHASISWA/I FAKULTAS EKONOMI UNISKA). Diploma thesis, UNIVERSITAS ISLAM KALIMANTAN MAB BANJARMASIN.

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Abstract

ABSTRAK Nurun Nisa, 2024, Pengaruh Live Streaming Shopping Pada Media Sosial Tiktok dan Penawaran Harga Diskon terhadap Minat Beli Konsumen (Pada Mahasiswa/I Fakultas Ekonomi UNISKA), Pembimbing I : H Mohammad Zainul, pembimbing II : Teguh Wicaksono Tujuan penelitian ini yaitu 1) untuk mengetahui apakah live streaming shopping berpengaruh positif terhadap minat beli konsumen. 2) untuk mengetahui apakah penawaran harga diskon berpengaruh positif terhadap minat beli konsumen. 3) untuk mengetahui apakah live streaming shopping dan penawaran harga diskon berpengaruh secara simultan terhadap minat beli konsumen. Metode penelitian menggunakan jenis kuantitatif. Populasi dalam penelitian ini yaitu mahasiswa aktif fakultas ekonomi Uniska Banjarmasin yang berjumlah 3.268. Sampel dihitung menggunakan rumus slovin dan memperoleh responden berjumlah 97 orang. Teknik analisis data yang digunakan yaitu analisis deskriptif, uji instrument data, uji asumsi klasik dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa: 1) live streaming shopping berpengaruh positif signifikan terhadap minat beli. 2) penawaran harga diskon berpengaruh positif signifikan terhadap minat beli. 3) live streaming shopping dan penawaran harga diskon berpengaruh terhadap minat beli. Kata Kunci : Live Streaming Shopping, Penawaran Harga Diskon, Tiktok, Minat Beli ABSTRACT Nurun Nisa, 2024, The Effect of Live Streaming Shopping on Tiktok Social Media and Discount Price Offers on Consumer Buying Interest (For Students of the Faculty of Economics UNISKA), Supervisor I: H Mohammad Zainul, Supervisor II: Teguh Wicaksono The aim of this research is 1) to find out whether live streaming shopping has a positive effect on consumer buying interest. 2) to find out whether offering discount prices has a positive effect on consumer buying interest. 3) to find out whether live streaming shopping and discount price offers simultaneously influence consumer buying interest. The research method uses a quantitative type. The population in this study was 3,268 active students of the economics faculty at Uniska Banjarmasin. The sample was calculated using the Slovin formula and obtained 97 respondents. The data analysis techniques used are descriptive analysis, data instrument testing, classical assumption testing and hypothesis testing. The research results show that: 1) live streaming shopping has a significant positive effect on buying interest. 2) discount price offers have a significant positive effect on buying interest. 3) live streaming shopping and discount price offers influence purchasing interest. Keywords: Live Streaming Shopping, Discount Price Offers, Tiktok, Buying Interest

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Kata Kunci : Live Streaming Shopping, Penawaran Harga Diskon, Tiktok, Minat Beli
Subjects: H Social Sciences > HC Economic History and Conditions
Depositing User: Siti Khadijah
Date Deposited: 31 May 2025 04:00
Last Modified: 31 May 2025 04:00
URI: http://eprints.uniska-bjm.ac.id/id/eprint/29752

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