Pengaruh Affiliate Marketing, Live Streaming Dan Program Flash Sale Terhadap Keputusan Pembelian Produk Somethinc Secara Online Pada Mahasiswa Universitas Malikussaleh
DOI:
https://doi.org/10.70294/jimu.v2i04.488Kata Kunci:
Affiliate Marketing, Live Streaming, Flash Sale Program, Purchasing DecisionsAbstrak
This study aims to determine the influence of Affiliate Marketing, Live Streaming, and Flash Sale programs on the decision to purchase Somethinc products online among students at Malikussaleh University. A sample of 112 respondents was taken, calculated using the formula of Hair, (2010). Sampling in this study used a nonprobability sampling technique with a purposive sampling method, namely with the criteria of active students and having or currently purchasing Somethinc products. Data collection used primary data in the form of questionnaires distributed offline (directly) and also online (g-form) on social media. The data analysis method used was multiple linear regression analysis using the SPSS program. The distribution of questionnaires that has been conducted by the author obtained research results, namely, partially the Affiliate Marketing variable does not have a significant effect on the decision, possibly due to the low consumer trust in the affiliate partners of Somethinc products, the Live Streaming variable has a significant effect on purchasing decisions because it can reduce the sense of doubt from consumers because it can be seen directly and get clear information from the seller and the Flash Sale variable also has a significant effect partially because this method can increase the sense of urgency for consumers to immediately buy Somethinc products.
Unduhan
Referensi
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