NAILA ALMAZZAHRA (2025) PENGARUH INFORMATION QUALITY, ELECTRONIC WORD OF MOUTH DAN SALES PROMOTION TERHADAP IMPULSIVE BUYING (STUDI PADA KONSUMEN TOKO ONLINE TIKTOK LIVE STREAMING). S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Information Quality, Electronic Word-of-Mouth, dan Sales Promotion terhadap Pembelian Impulsif pada platform TikTok Live Streaming. Penelitian ini menggunakan sampel sebanyak 130 responden yang dipilih dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner yang disebarkan menggunakan Google Form, dan dianalisis menggunakan metode Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa Information Quality, Electronic Word-of-Mouth, dan Sales Promotion memiliki pengaruh positif yang signifikan terhadap Pembelian Impulsif. Temuan ini memberikan wawasan penting bagi pemasar dalam merancang strategi untuk meningkatkan pembelian impulsif melalui TikTok Live Streaming.

Dosen Pembimbing: Fauziyah, S.E., M.Si. | NIDN0505057102
Item Type: Thesis (S1)
Uncontrolled Keywords: Information Quality, Electronic Word-of-Mouth, Sales Promotion, Impulsive Buying
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Bima
Date Deposited: 23 May 2025 03:32
Last Modified: 23 May 2025 03:32
URI: https://etd.umy.ac.id/id/eprint/51306

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