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      "title": "Pengaruh Live streaming dan Harga terhadap Keputusan Pembelian pada Toko Online Clothing John Rudolph (Studi TikTok Shop)",
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        {
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            "lineage": null,
            "given": "Alysha Putri",
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      "abstract": "ALYSHA PUTRI RUSMANA. 021121298. Pengaruh Live streaming dan Harga terhadap Keputusan Pembelian pada Toko Online Clothing John Rudolph (Studi TikTok Shop). Di bawah bimbingan: ARIE WIBOWO IRAWAN dan EKA PATRA, 2025.\r\nPerkembangan e-commerce di Indonesia telah menciptakan perubahan signifikan dalam perilaku belanja konsumen, terutama dengan munculnya fitur-fitur interaktif seperti live streaming di platform TikTok Shop. John Rudolph, sebagai salah satu toko online clothing yang aktif di TikTok Shop dan Shopee, mengalami fluktuasi penjualan meskipun menerapkan strategi harga yang konsisten. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh live streaming dan harga terhadap keputusan pembelian konsumen terhadap produk clothing John Rudolph di TikTok Shop.\r\nPenelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan purposive sampling, melibatkan 100 responden yang merupakan konsumen John Rudolph. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan uji validitas, reliabilitas, analisis deskriptif, serta regresi linier berganda dengan bantuan software SPSS.\r\nHasil penelitian menunjukkan bahwa variabel live streaming dan harga tidak berpengaruh signifikan terhadap keputusan pembelian secara parsial. Artinya, baik fitur interaktif seperti live streaming maupun strategi harga yang digunakan belum mampu mendorong keputusan pembelian konsumen secara langsung. Meskipun demikian, secara simultan kedua variabel tetap menunjukkan pengaruh terhadap keputusan pembelian, meskipun tidak signifikan. Temuan ini menjadi indikator perlunya evaluasi strategi pemasaran yang lebih efektif dalam menarik minat beli konsumen pada platform TikTok Shop.\r\nKata kunci: Live streaming, Harga, Keputusan Pembelian, TikTok Shop, John Rudolph",
      "thesis_type": "Skripsi",
      "institution": "Universitas Pakuan",
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      "date": "2025-07-28",
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