ANALISIS IMPULSIVE BUYING PADA GENERASI Z DAN MILENIAL DI KOTA BEKASI: BAGAIMANA PERAN FLASH SALE DAN LIVE SHOPPING?

NANDA SARI HIDAYAH, . (2025) ANALISIS IMPULSIVE BUYING PADA GENERASI Z DAN MILENIAL DI KOTA BEKASI: BAGAIMANA PERAN FLASH SALE DAN LIVE SHOPPING? Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menkesplorasi pengaruh flash sale, live shopping, dan consumer trust terhadap positive emotion dalam memengaruhi perilaku impulsive buying di platform e-commerce. Penelitian ini menggunakan pendekatan kuantitatif dengan data yang dikumpulkan melalui kuisioner dari 251 responden yang merupakan pengguna aktif e-commerce Shopee di Kota Bekasi.Pemilihan responden menggunakan metode purposive sampling. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa flash sale dan live shopping berpengaruh positif dan signifikan terhadap impulsive buying, serta meningkatkan emosi positif konsumen. Consumer trust juga memiliki peran penting dalam menciptakan positive emotion yang mendorong pembelian impulsif. Faktor promosi dan kepercayaan konsumen terbukti berkontribusi dalam menciptakan emosi positif dan pengalaman belanja yang menyenangkan, yang pada akhirnya meningkatkan keputusan pembelian secara spontan. Temuan ini memberikan wawasan strategis e-commerce untuk mengoptimalkan promosi dan membangun kepercayaan konsumen. Kata kunci:Flash sale, live shopping,consumer trust, positive emotion, impulsive buying, e-commerce. ***** This study aims to explore the effect of flash sales, live shopping, and consumer trust on positive emotion in influencing impulsive buying behavior on e-commerce platforms. This study uses a quantitative approach with data collected through questionnaires from 251 respondents who are active users of Shopee e-commerce in Bekasi City. Respondent selection using purposive sampling method. Data analysis was carried out using the Structural Equation Modeling (SEM) method using AMOS software. The results showed that flash sales and live shopping have a positive and significant effect on impulsive buying, and increase positive consumer emotions. Consumer trust also has an important role in creating positive emotions that encourage impulse purchases. Promotional factors and consumer trust are proven to contribute to creating positive emotions and a pleasant shopping experience, which ultimately increases spontaneous purchase decisions. These findings provide e-commerce strategic insights to optimize promotions and build consumer trust. Keyword: Flash sale, live shopping, consumer trust, positive emotion, impulsive buying, e-commerce.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Ika Febrilia, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 26719 not found.
Date Deposited:	25 Feb 2025 07:15
Last Modified:	25 Feb 2025 07:15
URI:	http://repository.unj.ac.id/id/eprint/53402

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