Image of Analisis Pengaruh Live-streamers Interaction, Professionalism, Price discount dan E-WOM terhadap Purchase intention dengan Peran Mediasi Consumer Trust Pada Live streaming shopping dalam Social Commerce Platform

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Analisis Pengaruh Live-streamers Interaction, Professionalism, Price discount dan E-WOM terhadap Purchase intention dengan Peran Mediasi Consumer Trust Pada Live streaming shopping dalam Social Commerce Platform

This study aims to determine the effect of Live-streamers Interaction, Professionalism, Price discount and E-WOM on Purchase intention with the Mediation Role of Consumer Trust in Live streaming shopping in the Social Commerce Platform. This research is a quantitative study using Partial Least Square (PLS) using the SMART PLS3 application. This study examines 192 data obtained from live streaming shopping viewers in social commerce applications. The data processing of this research used the Structural Equation Modeling (SEM) method. The results of this study indicate that there is a positive relationship between Professionalism, Price discount and E-WOM on Purchase intention. This study also shows that there is a positive relationship between Price discount, E-WOM, and trust on Purchase intention. However, there is no significant effect on Live-streamers Interaction and Professionalism on purchase intention. There is also no significant effect between Live-streamers Interaction on trust..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13658PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek E
Purchase intention
Consumer trust
Wom
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xvi, 166 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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