SKRIPSI: Pengaruh Flash Sale, Live Shopping dan Online Customer Review terhadap Keputusan Pembelian Skincare Brand The Originote di E-commerce Shopee

PUTRI, Anita Selvia (2024) SKRIPSI: Pengaruh Flash Sale, Live Shopping dan Online Customer Review terhadap Keputusan Pembelian Skincare Brand The Originote di E-commerce Shopee. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aim to analyze the influence of flash sale, live shopping, and online customer review on customer purchasing decision of brand of skincare The Originote in the e-commerce Shopee. The data was collection by using Google Form. The population in this study were all customers of The Originote skincare and a sample of 181 respondent was obtained using the Non-Probability Sampling model with the purposive sampling method. The sample selection was based on the criteria of having purchased The Originote skincare on Shopee. The data analysis used is regression analysis multiple linear using SPSS for windows. The result of this research show that flash sale have a positive and significant effect on purchasing decision, live shopping have no effect on purchasing decision, and online customer review have a positive and significant effect on purchasing decision.

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