{"title":"营销组合对电子商务直播平台购买决策的影响","authors":"Rizky Nanda Verina, Rininta Nurrachmi, Afif Zaerofi","doi":"10.58578/ijemt.v2i1.2827","DOIUrl":null,"url":null,"abstract":"This study aims to examine the influence of marketing mix (product, price, promotion, people, and process on purchasing decisions on E-commerce Live streaming platforms such as Shopee Live and Tiktok Live. The population of this study is consumers in Indonesia who have shopped through Live streaming commerce. The type of research used is quantitative research. Data analysis techniques using Structural Equation Modeling (SEM) and data processing using Partial Least Square (PLS) analysis with Smart PLS 3.2.9 applications. The research sample was 252 respondents, data were obtained using questionnaires with a Likert scale of 1-6. The results showed that price, promotion and people had a positive and significant effect on purchasing decisions. While products and processes do not have a significant effect on purchasing decisions in live streaming commerce.","PeriodicalId":515651,"journal":{"name":"International Journal of Education, Management, and Technology","volume":"117 41","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Influence of Marketing Mix on Purchasing Decisions on E-Commerce Live Streaming Platforms\",\"authors\":\"Rizky Nanda Verina, Rininta Nurrachmi, Afif Zaerofi\",\"doi\":\"10.58578/ijemt.v2i1.2827\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study aims to examine the influence of marketing mix (product, price, promotion, people, and process on purchasing decisions on E-commerce Live streaming platforms such as Shopee Live and Tiktok Live. The population of this study is consumers in Indonesia who have shopped through Live streaming commerce. The type of research used is quantitative research. Data analysis techniques using Structural Equation Modeling (SEM) and data processing using Partial Least Square (PLS) analysis with Smart PLS 3.2.9 applications. The research sample was 252 respondents, data were obtained using questionnaires with a Likert scale of 1-6. The results showed that price, promotion and people had a positive and significant effect on purchasing decisions. While products and processes do not have a significant effect on purchasing decisions in live streaming commerce.\",\"PeriodicalId\":515651,\"journal\":{\"name\":\"International Journal of Education, Management, and Technology\",\"volume\":\"117 41\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-03-26\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Education, Management, and Technology\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.58578/ijemt.v2i1.2827\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Education, Management, and Technology","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.58578/ijemt.v2i1.2827","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The Influence of Marketing Mix on Purchasing Decisions on E-Commerce Live Streaming Platforms
This study aims to examine the influence of marketing mix (product, price, promotion, people, and process on purchasing decisions on E-commerce Live streaming platforms such as Shopee Live and Tiktok Live. The population of this study is consumers in Indonesia who have shopped through Live streaming commerce. The type of research used is quantitative research. Data analysis techniques using Structural Equation Modeling (SEM) and data processing using Partial Least Square (PLS) analysis with Smart PLS 3.2.9 applications. The research sample was 252 respondents, data were obtained using questionnaires with a Likert scale of 1-6. The results showed that price, promotion and people had a positive and significant effect on purchasing decisions. While products and processes do not have a significant effect on purchasing decisions in live streaming commerce.
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
