PENGARUH LIVE STREAMING SELLING, PROMOSI, DAN DISCOUNT TERHADAP MINAT BELI SKINCARE SKINTIFIC ONLINE (Studi Pada Mahasiswa Universitas Muhammadiyah Malang)

This research aims to investigate and analyze the effects of live streaming selling, promotion, and discount on purchasing intention. This study adopts a quantitative approach, employing a questionnaire for data collection. The sample consists of 102 Skintific skincare consumers from Universitas Muhammadiyah Malang. Data analysis methods include scale range analysis, with live streaming selling categorized as very good, promotion as good, discount as very high, and purchasing intention as very high. Regression analysis is conducted using SPSS 25 software. The findings indicate that live streaming selling has a significant positive influence on purchasing intention, promotion has a significant positive influence on purchasing intention, and discount also has a significant positive influence on purchasing intention.