Pengaruh Persepsi Harga, Promosi, dan Live Streaming terhadap Minat Beli Produk Glad2Glow pada Platform TikTok Shop

Zahra, Nabila (2026) Pengaruh Persepsi Harga, Promosi, dan Live Streaming terhadap Minat Beli Produk Glad2Glow pada Platform TikTok Shop. Sarjana (S1) thesis, STIE Tri Bhakti.

	Text HALAMAN DEPAN.pdf Download (5MB)
	Text BAB I.pdf Restricted to Registered users only Download (2MB) | Request a copy
	Text BAB ll.pdf Restricted to Registered users only Download (3MB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (3MB) | Request a copy
	Text BAB lV.pdf Restricted to Registered users only Download (6MB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (740kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (2MB) | Request a copy

Abstract

This study aims to analyze the influence of price perception, promotion, and live streaming on purchase intention of Glad2Glow products on the TikTok Shop platform. The research problem is to determine whether price perception, promotion, and live streaming have a partial and simultaneous effect on purchase intention of Glad2Glow products on the TikTok Shop platform. This study uses a quantitative method. The population of this study consists of all TikTok Shop users. The number of TikTok Shop users is dynamic, so the population size cannot be determined with certainty. Therefore, the sample size was determined using the Lemeshow formula, which is applied to populations with an uncertain size. The sampling technique used was purposive sampling, with the criteria that respondents were active TikTok users who knew about or had seen Glad2Glow products on TikTok Shop. The sample consisted of 96 respondents. Data were collected through questionnaires and processed using SPSS version 27. The results showed that, partially, price perception did not have a positive and significant effect on purchase intention of Glad2Glow products on the TikTok Shop platform (t-count = -0.245 < t-table = 1.986; sig. = 0.807 > 0.05). In contrast, promotion had a positive and significant effect on purchase intention of Glad2Glow products on the TikTok Shop platform (t-count = 3.874 > t-table = 1.986; sig. < 0.001 < 0.05), and live streaming also had a positive and significant effect on purchase intention of Glad2Glow products on the TikTok Shop platform (t-count = 2.780 > t-table = 1.986; sig. = 0.007 < 0.05). Simultaneously, price perception, promotion, and live streaming had a significant effect on purchase intention of Glad2Glow products on the TikTok Shop platform (F-count = 42.064 > F-table = 2.70; sig. < 0.001 < 0.05). The coefficient of determination (R²) of 0.565 indicates that 56.5% of the variation in purchase intention can be explained by price perception, promotion, and live streaming, while the remaining 43.5% is explained by other variables not examined in this study. Based on the results, it can be concluded that promotion and live streaming have a positive and significant effect on purchase intention of Glad2Glow products on the TikTok Shop platform, while price perception does not have a positive and significant effect on purchase intention.

Actions (login required)

View Item