Analisis Faktor-Faktor yang Memengaruhi Impulsive Buying dalam E-Commerce Live Streaming: Perspektif S-O-R pada Shopee Live
DOI:
https://doi.org/10.37385/msej.v7i3.10342Keywords:
Demand, Convenience, Interactivity, Playfulness, Perceived Enjoyment, Impulsive Buying, Live Streaming, Shopee Live, S-O-RAbstract
Perkembangan fitur live streaming pada E-Commerce, khususnya Shopee Live, telah mengubah pola interaksi antara penjual dan konsumen serta mendorong munculnya perilaku pembelian impulsif. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi Impulsive Buying melalui pendekatan Stimulus–Organism–Response (S-O-R) dengan Perceived Enjoyment sebagai variabel organism. Variabel stimulus pada penelitian ini meliputi Demand, Convenience, Interactivity, dan Playfulness. Penelitian dilakukan menggunakan pendekatan kuantitatif dengan penyebaran kuesioner kepada Generasi Z yang berdomisili di Jabodetabek dan pernah berbelanja melalui Shopee Live. Data dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa seluruh variabel stimulus, yaitu Demand, Convenience, Interactivity, dan Playfulness, berpengaruh positif terhadap Perceived Enjoyment. Temuan ini menunjukkan bahwa semakin tinggi kebutuhan, kemudahan, interaktivitas, serta kesenangan yang dirasakan pengguna selama live streaming, semakin tinggi pula tingkat kenikmatan mereka. Selain itu, Perceived Enjoyment terbukti berpengaruh positif dan signifikan terhadap Impulsive Buying, sehingga kenikmatan dalam mengikuti live streaming mendorong konsumen untuk melakukan pembelian secara spontan. Penelitian ini memberikan kontribusi teoretis terkait pengembangan model S-O-R pada konteks live streaming e-commerce serta memberikan implikasi praktis bagi pelaku bisnis untuk mengoptimalkan strategi konten Shopee Live guna meningkatkan pengalaman dan keputusan pembelian konsumen.
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