Pengaruh Live Streaming, Hedonic Browsing Terhadap Impulse Buying Pada Pengguna Shopee (Studi Kasus Masyarakat Kota Pekanbaru)

Authors

  • Devi Kurniawati Universitas Islam Riau
  • Syamsilasmi Saleh Universitas Islam Riau
  • Pamuji Rahmat Universitas Islam Riau

DOI:

https://doi.org/10.37385/msej.v6i3.7534

Keywords:

Impulse Buying, Live Streaming, Hedonic Browsing: Live Streaming, Hedonic Browsing, Impulse Buying, E-Commerce

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Live Streaming, Hedonic Browsing terhadap Impulse Buying pada Pengguna Shopee (Studi Kasus pada Masyarakat Pekanbaru). Jenis penelitian yang digunakan dalam penelitian ini adalah deskriptif kuantitatif. Populasi dalam penelitian ini adalah seluruh konsumen yang pernah melihat dan berbelanja saat Live streaming pada platform e-commerce Shopee. Sampel dalam penelitian sebanyak 182 warga kota Pekanbaru yang pernah melihat dan berbelanja saat Live streaming pada platform e-commerce Shopee dimana penentuan sampel menggunakan rumus Hair et al dengan metode simple random sampling. Hasil dari penelitian ini adalah Live Streaming, Hedonic Browsing secara simultan berpengaruh positif dan signifikan terhadap Impulse Buying pada Pengguna Shopee (Studi Kasus Masyarakat Kota Pekanbaru). Sedangkan secara parsial Live Streaming tidak berpengaruh signifikan terhadap Impulse Buying.

References

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Published

2025-04-09

How to Cite

Kurniawati, D., Saleh, S., & Rahmat, P. (2025). Pengaruh Live Streaming, Hedonic Browsing Terhadap Impulse Buying Pada Pengguna Shopee (Studi Kasus Masyarakat Kota Pekanbaru). Management Studies and Entrepreneurship Journal (MSEJ), 6(3), 1684–1692. https://doi.org/10.37385/msej.v6i3.7534