Yudha, Sa'ad Wira (2025) Pengaruh Live Streaming dan Celebrty Endorsement Terhadap Purchase Intention Melalui Customer Trust Pada E-Commerce Shopee. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
artikel ilmiah.pdf Restricted to Registered users only Download (878kB) | Request a copy |
|
|
Text
cover.pdf Restricted to Registered users only Download (724kB) | Request a copy |
|
|
Text
bab i.pdf Download (657kB) | Preview |
|
|
Text
bab ii.pdf Download (799kB) | Preview |
|
|
Text
bab iii.pdf Restricted to Registered users only Download (657kB) | Request a copy |
|
|
Text
bab iv.pdf Restricted to Registered users only Download (1MB) | Request a copy |
|
|
Text
bab v.pdf Download (708kB) | Preview |
|
|
Text
lampiran.pdf Restricted to Registered users only Download (1MB) | Request a copy |
Abstract
This study aims to identify and analyze the influence of Live Streaming and Celebrity Endorsment on Purchase Intention through Customer Trust at E-Commerce Shopee. A quantitative approach with descriptive methods is used, where data is collected through questionnaires distributed via Google Forms to 165 respondents who have made purchases at Shopee via Live Streaming and know the celebrities who have been endorsed by Shopee. This study uses purposive sampling technique. The data was analyzed using Structural Equation Modeling (SEM) based on WarpPLS version 7.0. The results showed that Live Streaming and Celebrity Endorsment positively significantly influence Purchase Intention, but Customer Trust does not mediate the effect of Live Streaming and Celebrity Endorsment on Purchase Intention. In conclusion, the use of Live Streaming and Celebrity Endorsement is an effective strategy to increase Purchase Intention. Customer Trust is not a significant intermediary in the influence of Live Streaming and Celebrity Endorsement on Purchase Intention. This study aims to identify and analyze the influence of Live Streaming and Celebrity Endorsment on Purchase Intention through Customer Trust at E-Commerce Shopee. A quantitative approach with descriptive methods is used, where data is collected through questionnaires distributed via Google Forms to 165 respondents who have made purchases at Shopee via Live Streaming and know the celebrities who have been endorsed by Shopee. This study uses purposive sampling technique. The data was analyzed using Structural Equation Modeling (SEM) based on WarpPLS version 7.0. The results showed that Live Streaming and Celebrity Endorsment positively significantly influence Purchase Intention, but Customer Trust does not mediate the effect of Live Streaming and Celebrity Endorsment on Purchase Intention. In conclusion, the use of Live Streaming and Celebrity Endorsement is an effective strategy to increase Purchase Intention. Customer Trust is not a significant intermediary in the influence of Live Streaming and Celebrity Endorsement on Purchase Intention. Keyword: live streaming, celebrity endorsement, purchase intention, customer trust
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | SA\'AD WIRA YUDHA |
| Date Deposited: | 13 Mar 2025 04:01 |
| Last Modified: | 13 Mar 2025 04:01 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13404 |
Actions (login required)
 |
View Item |