Aisyiyah, Trisusihaning (2026) Pengaruh Live Streaming TikTok dan Harga terhadap Minat Beli Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kadiri pada Produk Pakaian Thrift. Skripsi thesis, Universitas Kadiri.
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Abstract
The development of TikTok as a social media platform has been widely utilized as a marketing medium through its Live Streaming feature, supported by appropriate pricing strategies to increase consumers' purchase intention. This study aims to determine the effect of TikTok Live Streaming and Price on the Purchase Intention of students of the Faculty of Economics and Business, Universitas Kadiri, toward thrift clothing products. This research employed a quantitative method. The sampling technique used was purposive sampling, involving 92 respondents. Data were analyzed using IBM SPSS Statistics Version 27. The results show that (1) TikTok Live Streaming has a positive and significant effect on Purchase Intention, (2) Price has a positive and significant effect on Purchase Intention, and (3) TikTok Live Streaming and Price simultaneously have a positive and significant effect on the Purchase Intention of students of the Faculty of Economics and Business, Universitas Kadiri, toward thrift clothing products. Keywords: TikTok Live Streaming, Price, Purchase Intention.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi & Bisnis > Prodi Manajemen S1 |
| Depositing User: | Unnamed user with email rio.mahardiko@gmail.com |
| Date Deposited: | 24 Sep 2026 02:49 |
| Last Modified: | 24 Sep 2026 02:49 |
| URI: | http://repository.unik-kediri.ac.id/id/eprint/1246 |
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