Fadhlurrohman, Grandis Allaam Bari’ (2024) Pengaruh Celebrity Endorsement, Promosi Live Streaming, dan Ulasan Produk terhadap Minat Beli di E-commerce Shopee pada Remaja di Kota Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

Preview	Text HALAMAN AWAL.pdf Download (3MB) | Preview
Preview	Text BAB I.pdf Download (6MB) | Preview
	Text BAB II.pdf Restricted to Repository staff only Download (6MB)
	Text BAB III.pdf Restricted to Repository staff only Download (6MB)
	Text BAB IV.pdf Restricted to Repository staff only Download (6MB)
	Text BAB V.pdf Restricted to Repository staff only Download (6MB)
Preview	Text DAFTAR PUSTAKA.pdf Download (6MB) | Preview
Preview	Text HASIL CEK PLAGIASI.pdf Download (2MB) | Preview

Abstract

The increasing technology in shopping has an impact on increasing competition between E-commerce in Indonesia. Therefore, business players compete to control their market share and develop marketing strategies to increase consumer buying interest. This research aims to analyze the influence of Celebrity Endorsement Live Streaming Promotions and Product Reviews on Purchase Interest in E-commerce Shopee among teenagers in Malang City. This research used a quantitative approach by distributing questionnaires to 135 respondents as a sample. The population in this research is teenagers in Malang City. Sampling was carried out based on the purposive sampling method by setting the sample size at 10% of the total population. The collected primary data was analyzed using multiple linear regression analysis with the SPSS version 19 application. The research results showed that partially and simultaneously Celebrity Endorsements, Live Streaming Promotions and Product Reviews had a significant effect on Purchase Interest. These results provide implications for business people to use Celebrity Endorsement strategies, Live Streaming Promotions and continue to maintain and improve product quality to increase sales so that it is hoped that they can increase consumer buying interest in their products.

Actions (login required)

View Item