Pengaruh Kepercayaan Dalam Meningkatkan Efektivitas Livestreaming Terhadap Keputusan Pembelian Daring
DOI:
https://doi.org/10.58812/jmws.v4i07.2493Kata Kunci:
Livestreaming, E-Commerce, Kepercayaan Konsumen, Keputusan Beli Daring, Regresi LogistikAbstrak
Penelitian ini bertujuan untuk menguji variabel keputusan beli daring. keputusan beli menggunakan media livestreaming dapat dipengaruhi oleh faktor kepercayaan konsumen dan komunikasi livestreaming. Data diperoleh melalui kuesioner yang dibagikan secara daring kepada responden yang memenuhi persyratan. Teknik penyempelan menggunakan purposive sampling sebanyak 150 responden. Uji hipotesis menggunakan analisis regresi logistik. Hasil penelitian menunjukkan kepercayaan konsumen dan komunikasi livestreaming berpengaruh positif signifikan terhadap keputusan beli daring, serta variabel kepercayaan konsumen memediasi hubungan antara komunikasi livestreaming dan keputusan beli daring.
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