Andrew, Andrew (2023) PERAN CONCENTRATION SEBAGAI MEDIASI PADA HUBUNGAN ANTARA PHYSICAL PRESENCE DAN SOCIAL PRESENCE TERHADAP PURCHASE INTENTION: KASUS SHOPEE LIVE SKINTIFIC DI INDONESIA. Skripsi thesis, Universitas Tarumanagara.
Preview |
Text
ANDREW 115190102 JA.pdf Download (1MB) | Preview |
Abstract
Currently, the need for body and facial care has become a
community need because the emergence of various skin problems in women
has made the skincare product industry in Indonesia grow rapidly and thanks
to information technology that continues to develop, all e-commerce provide
live streaming shopping features. This study used a non-probability method
with a purposive sampling technique, as many as 268 respondent data were
obtained through online questionnaires using the Google form and the data
was analyzed using SmartPLS4.0-SEM. The results in this study were carried
out with the aim of testing the physical presence and social presence of
purchase intention with concentration as mediation on SKINTIFIC products
at Shopee Live. This study used a purposive sampling method, population
data for this study were taken from samples that had purchased SKINTIFIC
products through Shopee Live as many as 255 valid individuals out of a total
of 268 individuals and obtained through online questionnaires using the
Google form and data were analyzed using a valid SmartPLS-SEM . The
results of this study are that physical presence and social presence can affect
purchase intention and concentration has no effect as a mediation on physical
presence and social presence on purchase intention.
Keywords: Physical Presence, Social Presence, Concentration, Purchase
Intention
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 13 Mar 2024 03:23 |
| Last Modified: | 13 Mar 2024 03:23 |
| URI: | https://repotest.untar.ac.id/id/eprint/43270 |
Actions (login required)
 |
View Item |