ANALISIS PENGARUH PERCEIVED ENJOYMENT DAN PERCEIVED USEFULNESS TERHADAP PEMBELIAN IMPULSIF DALAM LIVE STREAMING DI MARKETPLACE ONLINE

ULRY TERTIENY, . (2025) ANALISIS PENGARUH PERCEIVED ENJOYMENT DAN PERCEIVED USEFULNESS TERHADAP PEMBELIAN IMPULSIF DALAM LIVE STREAMING DI MARKETPLACE ONLINE. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perilaku pembelian impulsif di era digital berkembang pesat dengan hadirnya teknologi live streaming di platform e-commerce. Teknologi ini memungkinkan interaksi langsung antara penjual dan pembeli secara real-time, seringkali memicu pembelian spontan. Fitur live streaming menawarkan pengalaman berbelanja yang menarik, memungkinkan konsumen untuk melihat demonstrasi produk dan berinteraksi langsung, yang mendukung perilaku impulsif. Penelitian ini menganalisis pengaruh dari perceived enjoyment dan perceived usefulness sebagai variabel mediasi antara visual appeal dan social presence terhadap perilaku pembelian impulsif selama live streaming di Shopee. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan melalui kuesioner dari 241 responden dan dianalisis menggunakan Structural Equation Modeling (SEM). Temuan umum menunjukkan adanya kecenderungan kuat pembelian impulsif yang dipengaruhi oleh live streaming, memperkuat pentingnya interaksi sosial dan daya tarik visual dalam meningkatkan perceived enjoyment dan perceived usefulness. Penelitian ini juga menekankan bahwa integrasi teknologi yang efektif dalam platform e-commerce dapat meningkatkan keterlibatan konsumen dan mendorong keputusan pembelian cepat. Studi ini memberikan wawasan bagi pemasar untuk merancang strategi e-commerce yang lebih efektif dalam memanfaatkan fenomena pembelian impulsif melalui penggunaan teknologi live streaming yang interaktif dan visual yang menarik, mengoptimalkan pengalaman pengguna dan konversi penjualan. ***** Impulsive buying behavior in the digital age is rapidly evolving with the advent of live streaming technology on e-commerce platforms. This technology enables real-time direct interaction between sellers and buyers, often triggering spontaneous purchases. Live streaming features offer an engaging shopping experience, allowing consumers to see product demonstrations and interact directly, which supports impulsive behavior. This study analyzes the influence of perceived enjoyment and perceived usefulness as mediating variables between visual appeal and social presence on impulsive buying behavior during live streaming on Shopee. Using a quantitative approach, data was collected through a questionnaire from 241 respondents and analyzed using Structural Equation Modeling (SEM). General findings indicate a strong tendency towards impulsive buying influenced by live streaming, emphasizing the importance of social interaction and visual appeal in enhancing perceived enjoyment and perceived usefulness. The study also highlights that effective technology integration in e-commerce platforms can enhance consumer engagement and encourage quick purchase decisions. This research provides insights for marketers to design more effective e-commerce strategies to capitalize on the phenomenon of impulsive buying through the use of interactive and visually appealing live streaming technology, optimizing user experience and sales conversion.

Item Type:	Thesis (Magister)
Additional Information:	1). Prof. Usep Suhud, M.Si.,Ph.D. ; 2). Dr. Setyo Ferry Wibowo, SE.,M.Si.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S2 Manajemen
Depositing User:	Users 26139 not found.
Date Deposited:	11 Feb 2025 07:41
Last Modified:	11 Feb 2025 07:41
URI:	http://repository.unj.ac.id/id/eprint/52658

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