TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints83080
UR  - http://digilib.unila.ac.id/83080/
A1  - REGGY , DHARMAWAN
Y1  - 2024/06/07/
N2  - Penelitian ini bertujuan untuk mengetahui pengaruh interaktivitas dan customer
engagement di Shopee Live terhadap keputusan pembelian konsumen Eiger
Adventure. Jumlah populasi tidak diketahui secara pasti sehingga penentuan
sampel menggunakan rumus Coachran dengan jumlah 385 responden dengan
teknik purposive sampling. Kemudian teknik analisis data mencakup uji validitas,
uji reliabilitas, uji asumsi klasik, dan analisis regresi berganda.
Hasil penelitian menunjukkan bahwa secara parsial interaktivitas dan customer
engagement berpengaruh positif dan signifikan terhadap keputusan pembelian
konsumen Shopee Live Eiger Adventure di Indonesia. Kemudian secara simultan
interaktivitas dan customer engagement berpengaruh secara positif dan signifikan
terhadap keputusan pembelian konsumen Shopee Live Eiger Adventure di
Indonesia.
Kata Kunci : Interaktivitas, Customer Engagement, Keputusan Pembelian
Online, Shopee Live.

ii

ABSTRACT

THE INFLUENCE OF INTERACTIVITY AND CUSTOMER
ENGAGEMENT ON PURCHASING DECISIONS ON SHOPEE LIVE
(SURVEY ON EIGER ADVENTURE CONSUMERS

IN INDONESIA)

By

REGGY DHARMAWAN

This research aims to determine the influence of interactivity and customer
engagement at Shopee Live on Eiger Adventure consumer purchasing decisions.
The population size is not known with certainty so the sample was determined
using the Coachran formula with a total of 385 respondents using a purposive
sampling technique. Then data analysis techniques include validity tests,
reliability tests, classical assumption tests, and multiple regression analysis.
The research results show that partially interactivity and customer engagement
have a positive and significant effect on consumer purchasing decisions at Shopee
Live Eiger Adventure in Indonesia. Then simultaneously interactivity and
customer engagement have a positive and significant effect on consumer
purchasing decisions at Shopee Live Eiger Adventure in Indonesia.
Keywords: Interactivity, Customer Engagement, Online Purchase Decisions,
Shopee Live.
PB  - FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
TI  - PENGARUH INTERAKTIVITAS DAN CUSTOMER ENGAGEMENT
TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE LIVE
(SURVEI PADA KONSUMEN EIGER ADVENTURE

DI INDONESIA)
AV  - restricted
ER  -