The Role of Buying Interest as a Mediating Factor in the Relationship between Discounts and Live Streaming on Online Purchase Decisions
Year: 2025
Type: article
Study design: Observational Study
Abstract: The study was to know the influence of buying interest as a mediating factor in the relationship between discounts and live streaming on online purchase decisions. Quantitative research methods. Student population at ITBK-Bukit Penghanapan. The uniqueness of the respondents comes from various cross-cultural regions in Indonesia. Purposive sampling is sampling technique means that samples are taken with certain criteria. Data analysis uses path statistics. The results show that discounts do not have effect on online purchase decisions, live streaming has effect on online purchase decisions, buying interest has a significant effect on online purchase decisions, discounts have a significant effect on buying interest, live streaming has effect on buying interest, buying interest does not play a role in mediating the relationship of discounts to online purchase decisions, buying interest does not mediating the relationship Live streaming of online purchase decisions.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413945665