Faktor-faktor yang Mempengaruhi Impulse Buying Decision Pengguna Shopee Live
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May 3, 2024
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Abstract
Live streaming shopping adalah salah satu jenis kegiatan berbelanja yang saat ini diminati oleh banyak orang dan dapat menyebabkan terjadinya fenomena impulse buying. Penelitian ini meneliti faktor-faktor yang mempengaruhi keputusan pembelian impulsif konsumen dalam konteks live streaming shopping. Penelitian ini menggunakan metode kuantitatif dan software Smart PLS untuk mengolah data. Sampel pada penelitian ini berjumlah 385 dan merupakan pengguna Shopee Live yang pernah berbelanja secara impulsif. Penelitian ini menemukan bahwa variabel price promotion, time pressure, dan interpersonal interaction berpengaruh terhadap impulse buying decision pelanggan. Variabel visual appeal diketahui tidak memiliki pengaruh terhadap impulse buying decision pelanggan.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Arnindita, N. D., & Saputri, M. E. (2024). Faktor-faktor yang Mempengaruhi Impulse Buying Decision Pengguna Shopee Live. Jurnal E-Bis, 8(1), 395-409. https://doi.org/10.37339/e-bis.v8i1.1704
References
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Xie, X. X. (2015). The effect of expected regret on impulsive buying tendency of tourists under different time pressures: A study based on the theory of regulatory orientation. Dissertation. Jilin: Northeast Normal University.
Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017–1030. https://doi.org/10.1016/J.IM.2014.07.005
Angelica, N. (2021, Novemver 24). Transaksi e-Commerce di Jawa Barat Tertinggi se-Indonesia. Diperoleh tanggal 17 Oktober 2023, dari https://www.jurnaljabar.id/bewara/transaksi-e-commerce-di-jawa-barat-tertinggi-se-indonesia-b2cDU9dps
Arifianti, R., & Gunawan, W. (2020). Perilaku Impulse Buying dan Interaksi Sosial dalam Pembelian di Masa Pandemi (Vol. 5, Issue 1).
Arora, A. Glaser, D. Kluge, P. Kim, A. Kohli, S. & Sak, N. (2021, Juli 21). It's showtime! How live commerce is transforming the shopping experience. McKinsey Digital. Diperoleh tanggal 16 Oktober 2023, dari https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience
Chahyanti, D. (2021, Desember 9). Mengapa E-Commerce Berkembang Pesat di Indonesia. Times Indonesia. Diperoleh tanggal 17 Oktober 2023, dari https://timesindonesia.co.id/indonesia-positif/386502/mengapa-ecommerce-berkembang-pesat-di-indonesia.
Chang, H. J., Yan, R. N., & Eckman, M. (2014). Moderating effects of situational characteristics on impulse buying. International Journal of Retail and Distribution Management, 42(4), 298–314. https://doi.org/10.1108/IJRDM-04-2013-0074
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. In European Business Review (Vol. 26, Issue 2, pp. 106–121). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-10-2013-0128
Hayashi, R M. (2023, Februari 20). Populix Ungkap Sifat Masyarakat Indonesia saat Belanja Online: Impulsif. Kumparan Bisnis. Diperoleh tanggal 19 Oktober 2023, dari https://kumparan.com/kumparanbisnis/populix-ungkap-sifat-masyarakat-indonesia-saat-belanja-online-impulsif-1zs7T7zjQ9n/full
Huang, Y., & Suo, L. (2021). Factors Affecting Chinese Consumers’ Impulse Buying Decision of Live Streaming E-Commerce. Asian Social Science, 17(5), 16. https://doi.org/10.5539/ass.v17n5p16
Hulu, Y. J., & Christiarini, R. (n.d.). PENGARUH LIVE STREAMING SHOPPING TERHADAP PENJUALAN BARANG THRIFSHOP DI KOTA BATAM. 11.
Kinasih, M. P., Endah, N., & Wuryandari, R. (2023). PENGARUH PRICE DISCOUNT, PRODUCT KNOWLEDGE, DAN TIME PRESSURE TERHADAP IMPULSE BUYING PADA FITUR SHOPEE LIVE. 2(5). https://doi.org/10.56127/jukim.v2i05
Lin, S. C., Tseng, H. T., Shirazi, F., Hajli, N., & Tsai, P. T. (2023). Exploring factors influencing impulse buying in live streaming shopping: a stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics, 35(6), 1383–1403. https://doi.org/10.1108/APJML-12-2021-0903/FULL/XML
Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829–837. https://doi.org/10.1016/j.dss.2013.04.001
Mustajab, R. (2023, September 4). Pengguna E-Commerce RI Diproyeksi Capai 196,47 Juta pada 2023. Diperoleh tanggal 25 Oktober 2023, dari https://dataindonesia.id/ekonomi-digital/detail/pengguna-ecommerce-ri-diproyeksi-capai-19647-juta-pada-2023
Ordóñez, L. D., Benson, L., & Pittarello, A. (2015). Time-pressure perception and decision making. In The Wiley Blackwell Handbook of Judgment and Decision Making (pp. 519–542). wiley. https://doi.org/10.1002/9781118468333.ch18
Purwanti, T. (2023, September 19). Makin Sengit! TikTok VS Shopee Siapa Jawara Live Shopping? CNBC Indonesia. Diperoleh tanggal 25 Oktober 2023, dari https://www.cnbcindonesia.com/tech/20230919064243-37-473534/makin-sengit-tiktok-vs-shopee-siapa-jawara-live-shopping
Sugiyono. (2019). Metode Penelitian Kualitatif Kuantitatif dan RnD (2019) (Sugiyono, Ed.). ALFABETA.
Xie, X. X. (2015). The effect of expected regret on impulsive buying tendency of tourists under different time pressures: A study based on the theory of regulatory orientation. Dissertation. Jilin: Northeast Normal University.
Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017–1030. https://doi.org/10.1016/J.IM.2014.07.005