PENGARUH FLASH SALE DAN LIVE STREAMING TERHADAP MINAT BELI PADA E-COMMERCE SHOPEE (STUDI KASUS PADA MAHASISWA AKTIF PRODI MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS WIJAYA KUSUMA SURABAYA)

Tita Salsabila, Tiara (2024) PENGARUH FLASH SALE DAN LIVE STREAMING TERHADAP MINAT BELI PADA E-COMMERCE SHOPEE (STUDI KASUS PADA MAHASISWA AKTIF PRODI MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS WIJAYA KUSUMA SURABAYA). Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Official URL: https://uwks.ac.id

Abstract

Pengembangan internet dan kemajuan teknologi membuat konsumen menjadi lebih muda untuk berbelanja, memicu perilaku konsumtif di kalangan masyarakat Indonesia. Diskon atau promosi e-commerce telah terbukti menempati peringkat pertama sebagai daya tarik terbesar konsumen untuk berbelanja. Penelitian ini mempunyai tujuan yaitu untuk melakukan uji pada keberpengaruhnya flash sale dan live streaming terhadap minat beli pada e-commerce Shopee studi kasus mahasiswa aktif prodi manajemen fakultas ekonomi dan bisnis universitas Wijaya Kusuma Surabaya. Pada penelitian ini memakan variabel yaitu flash sale serta Livestreaming. Pada variabel terikat penelitian ini yaitu minat beli. Pengambilan sampel pada penelitian ini dengan metode Purposive sampling dengan responden sebanyak 100 orang. Analisis dilakukan dengan regresi linier berganda, dan diberlakukan pengujian hipotesis yaitu reabilitas dan juga validitas. Hasil didapatkan seluruhnya reabil dan valid. Hasil uji T memberikan jika variabel flash sale mempunyai signifikan 0,000<0,05, Sehingga dapat ditarik kesimpulan jika hipotesis yang pertama memberikan pernyataan Faisal mempunyai pengaruh yang signifikan pada minat beli mahasiswa aktif prodi manajemen FEB universitas Wijaya Kusuma. Pada variabel Livestreaming memiliki signifikan 0,000>0,05 Sehingga dapat disimpulkan jika hipotesis kedua mempunya pernyataan Livestreaming mempunyai pengaruh signifikan pada minat beli mahasiswa aktif prodi manajemen FEB universitas Wijaya Kusuma benar. Kata Kunci: Flash Sale, Live Streaming, Minat Beli The development of the internet and advances in technology have made it easier for consumers to shop, triggering consumptive behavior among Indonesian people. E-commerce discounts or promotions have been proven to rank first as the biggest attraction for consumers to shop. This research aims to test the influence of flash sales and live streaming on purchasing interest in Shopee e- commerce, a case study of active students in the management study program, Faculty of Economics and Business, Wijaya Kusuma University, Surabaya. In this research, variables are used, namely flash sales and live streaming. The dependent variable in this research is purchase interest. Sampling in this study was carried out using a purposive sampling method with 100 respondents. The analysis was carried out using multiple linear regression, and hypothesis testing was carried out, namely reliability and validity. The results obtained are all reliable and valid. The results of the T test show that the flash sale variable has a significance of 0.000<0.05. So it can be concluded that the first hypothesis which gives Faisal's statement has a significant influence on the buying interest of active students of the Wijaya Kusuma University FEB management study program. The Livestreaming variable has a significance of 0.000>0.05. So it can be concluded that the second hypothesis has the statement that Livestreaming has a significant influence on the buying interest of active students of the Wijaya Kusuma University FEB management study program. Keywords: Flash Sale, Live Streaming, Buying Interest

Item Type: Thesis (Bachelor (S1))
Subjects: A General Works > AC Collections. Series. Collected works
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Tiara Tita Salsabila
Date Deposited: 08 Mar 2024 03:12
Last Modified: 08 Mar 2024 03:12
URI: http://erepository.uwks.ac.id/id/eprint/17544

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