PENGARUH STREAMER INTERACTION, VISUAL APPEAL, DAN TIME PRESSURE TERHADAP AROUSAL PADA IMPULSIVE BUYING DALAM LIVE STREAMING SOCIAL COMMERCE

M. SHIDQIE AZRASYAH, . (2025) PENGARUH STREAMER INTERACTION, VISUAL APPEAL, DAN TIME PRESSURE TERHADAP AROUSAL PADA IMPULSIVE BUYING DALAM LIVE STREAMING SOCIAL COMMERCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh streamer interaction, visual appeal, dan time pressure terhadap perilaku impulsive buying dalam konteks live streaming social commerce. Social commerce melalui platform live streaming telah mengalami pertumbuhan yang signifikan di Indonesia, khususnya di kalangan generasi muda. Fenomena ini mencerminkan dinamika perubahan dalam perilaku konsumen, di mana pengalaman interaktif dan konten visual yang menarik menjadi faktor utama yang memengaruhi keputusan pembelian. Melalui fitur seperti interaksi langsung, daya tarik visual, dan tekanan waktu yang terintegrasi, live streaming telah menjadi alat pemasaran strategis bagi pelaku bisnis untuk meningkatkan efektivitas kampanye pemasaran mereka. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei berupa kuesioner, melibatkan 203 responden dari Generasi Z yang berdomisili di wilayah DKI Jakarta sebagai subjek penelitian. Data yang diperoleh dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) untuk mengevaluasi pengaruh streamer interaction, visual appeal, dan time pressure terhadap keputusan pembelian impulsif. Hasil penelitian menunjukkan adanya pengaruh positif yang signifikan antara streamer interaction dan time pressure terhadap impulsive buying. Hasil penelitian juga menunjukkan bahwa time pressure berpengaruh positif signifikan terhadap arousal. Sedangkan streamer interaction dan visual appeal tidak berpengaruh terhadap arousal. Hasil penelitian ini diharapkan dapat memberikan wawasan strategis yang komprehensif bagi pelaku usaha dalam memanfaatkan potensi live streaming sebagai sarana untuk meningkatkan keterlibatan konsumen, menciptakan pengalaman belanja yang lebih dinamis, serta mendorong pembelian impulsif. Lebih lanjut, penelitian ini penting karena mengintegrasikan variabel-variabel kunci dalam konteks tren social commerce yang relevan, memberikan perspektif baru mengenai perilaku konsumen digital. Studi ini juga berkontribusi pada pengembangan literatur pemasaran digital dengan fokus pada perilaku pembelian impulsif di era teknologi modern. Kata kunci: Impulsive buying, Streamer interaction, Visual appeal, Time pressure, Live Streaming, Social Commerce. **** This study aims to analyze the influence of streamer interaction, visual appeal, and time pressure on impulsive buying behavior in the context of live streaming social commerce. Social commerce through live streaming platforms has experienced significant growth in Indonesia, particularly among the younger generation. This phenomenon reflects dynamic changes in consumer behavior, where interactive experiences and engaging visual content have become key factors influencing purchasing decisions. By leveraging features such as real-time interaction, visual appeal, and integrated time pressure, live streaming has emerged as a strategic marketing tool for businesses to enhance the effectiveness of their promotional campaigns. This research adopts a quantitative approach using a survey method in the form of a questionnaire, involving 203 respondents from Generation Z residing in the DKI Jakarta area as the research subjects. The collected data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method to evaluate the influence of streamer interaction and time pressure on impulsive buying decisions. The results of the study indicate a significant positive influence of streamer interaction, visual appeal, and time pressure on impulsive buying. The findings also reveal that time pressure has a significant positive effect on arousal, while streamer interaction and visual appeal do not affect arousal. This study is expected to provide comprehensive strategic insights for businesses in utilizing live streaming's potential as a medium to enhance consumer engagement, create more dynamic shopping experiences, and encourage impulsive buying. Furthermore, this research is significant as it integrates key variables within the context of relevant social commerce trends, offering a new perspective on digital consumer behavior. This study also contributes to the development of digital marketing literature with a focus on impulsive buying behavior in the modern technology era. Keyword: Impulsive buying, Streamer interaction, Visual appeal, Time pressure, Live Streaming, Social Commerce

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Gatot Nazir Ahmad, M.Si ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 26811 not found.
Date Deposited:	03 Mar 2025 04:19
Last Modified:	03 Mar 2025 04:19
URI:	http://repository.unj.ac.id/id/eprint/54075

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