RD AULIYA, FAUZIYYAH (2024) THE INFLUENCE OF PROMOTION, LIVE STREAMING SELLING AND FASHION INFOLVEMENT ON IMPULSIFE BUYING OF FASHION PRODUCTS THROUGH THE SHOPEE APPLICATION (CASE STUDY STUDENT OF UIN PROF.K.H. SAIFUDDIN ZUHRI PURWOKERTO). Skripsi thesis, UIN Prof. K. H. Saifuddin Zuhri Purwokerto.
|
Text
RD AULIYA FAUZIYYAH_THE INFLUENCE OF PROMOTION, LIVE STREAMING SELLING AND FASHION INVOLVEMENT ON IMPULSE BUYING OF FASHION PRODUCTS THROUGH THE SHOPEE APPLICATION.pdf Download (3MB) | Preview |
Abstract
Promotion is an activity aimed at increasing awareness or interest in a product, service, or brand to encourage purchases or specific actions. Promotions are often conducted through live streaming, which resembles direct product sales in offline markets. Today, fashion is not merely clothing but also a lifestyle and a way of perceiving oneself. Fashion involvement, which refers to consumers' engagement with fashion, makes clothing an essential part of life. This can trigger impulsive buying—spontaneous, unplanned purchases typically influenced by emotions, promotions, attractive product visuals, or urgent situations. This study employs a quantitative research approach. The data used in this research is primary data obtained from questionnaires. The study sample consists of 118 respondents who are students of UIN Prof. K. H. Saifuddin Zuhri Purwokerto. Data processing techniques involve multiple linear regression analysis using SPSS 25 software. The results of this study indicate that promotion has a positive effect on impulsive buying. Furthermore, live streaming selling also has a positive effect on impulsive buying. Additionally, fashion involvement positively influences impulsive buying. Lastly, promotion, live streaming selling, and fashion involvement collectively have a positive impact on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Promotion, Live Streaming Selling, Fashion Involvement, Impulsive Buying |
| Subjects: | 300 Social sciences > 304 Factors affecting social behavior 300 Social sciences > 330 Economics > 335 Socialism and related systems |
| Divisions: | Fakultas Ekonomi dan Bisnis Islam > Ekonomi Syariah |
| Depositing User: | Rd Auliya Fauziyyah |
| Date Deposited: | 31 Dec 2024 04:30 |
| Last Modified: | 31 Dec 2024 04:30 |
| URI: | http://repository.uinsaizu.ac.id/id/eprint/28394 |
Actions (login required)
 |
View Item |
