Pengaruh Live Streaming, Diskon Dan Nilai Belanja Hedonik Terhadap Pembelian Impulsif Pada E-Commerce Shopee
DOI:
https://doi.org/10.37385/msej.v6i3.7578Keywords:
Consumer Behavior, E-commerce, Hedonic Shopping Value, Impulsive Buying, Live Streaming.Abstract
Di era digital yang semakin berkembang, perilaku konsumen mengalami perubahan secara signifikan, terutama dengan berkembangnya platfrom e-commerce dan inovasi pemasaran online salah satunya yaitu shoppe. Pertumbuhan bisnis secara digital, menjadikan sektor e-commerce global dimana mengalami transformasi yang signifikan karena pertumbuhan teknologi internet yang meluas. Tujuan penelitian ini untuk mengetahui pengaruh live streaming, diskon, dan hedonic shopping value terhadap impulsif buying di e-commerce shoppe. Penelitian ini menggunakan metode kuantitatif, dengan teknik non probability sampling dipadukan dengan metode purposive sampling yang berjumlah 160 responden. Pengambilan data melalui kuisioner menggunakan pengukuran skala likert. Metode analisis menggukan alat bantu SMART-PLS versi 4.0. hasil dari penelitian menunjukkan bahwa live streaming berpengaruh positif dan signifikan terhadap impulsif buying, diskon berpengaruh positif nemun tidak signifikan terhadap impulsif buying, dan hedonic shopping value berpengaruh positif dan signifikan terhadap impulsif buying. Dengan adanya penelitian ini diharapkan dapat membantu pemasaran dalam meningkatkan strategi dalam pemasaran untuk meningkatkan penjualan, dan dapat membantu akademisi untuk menambah wawasan serta referensi dalam penelitian selanjutnya.
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