SKRIPSI MBS

PENGARUH SOCIAL MEDIA LIVE STREAMING TIKTOK, PERSEPSI HARGA, DAN BRAND AWARENESS TERHADAP MINAT BELI PRODUK SKINTIFIC DI BOYOLALI

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ABSTRACT

This research aims to determine the influence of TikTok live streaming social
media, price perception, and brand awareness on interest in purchasing Skintific
products. Due to the high enthusiasm of people in taking care of themselves
nowadays, as well as the very rapid development of technology and information
via the internet, this has caused competition in the skincare business to become
increasingly fierce. So companies must determine the right marketing strategy so
that the company can survive in the face of competition. The research method
used in this research is a quantitative method. Sampling was carried out using a
non-probability sampling technique using a purposive sampling technique. The
number of samples used in this research was 100 respondents. Data collection
was carried out using a questionnaire distributed online to skincare users in the
Boyolali area. Data analysis techniques use descriptive statistical tests,
instrument tests, classical assumption tests, model determination tests, and
multiple linear regression analysis with the help of SPSS version 23 for Windows.
The research results show that social media live streaming has a positive and
significant effect on buying interest, price perception has a positive and
significant effect on buying interest, and brand awareness has a positive and does
not have significant effect on buying interest.
Keywords: Social Media Live Streaming, Price Perception, Brand Awareness

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 YUL p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 130 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Yuliana Cahya Amada

Versi lain/terkait

Lampiran Berkas

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