PENGARUH PRICE PERCEPTION, SELF CONTROL, CONSUMER ENGAGEMENT DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING DALAM FITUR LIVE SHOPPING TIKTOK

ANANDA OKTAFIANI, . (2025) PENGARUH PRICE PERCEPTION, SELF CONTROL, CONSUMER ENGAGEMENT DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING DALAM FITUR LIVE SHOPPING TIKTOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (1MB)
	Text BAB I.pdf Download (1MB)
	Text BAB II.pdf Restricted to Registered users only Download (704kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (619kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (872kB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (507kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (494kB)
	Text DAFTAR LAMPIRAN_compressed (1).pdf Restricted to Registered users only Download (815kB) | Request a copy

Abstract

Perkembangan social commerce, khususnya melalui fitur live shopping di Tiktok, telah mengubah perilaku konsumen, terutama dalam hal pembelian impulsif. Penelitian ini bertujuan untuk menganalisis pengaruh price perception, self-control, consumer engagement, dan hedonic shopping motivation terhadap impulsive buying dalam konteks fitur live Tiktok shopping di wilayah Jakarta. Pendekatan kuantitatif digunakan dengan metode survei terhadap 180 responden pengguna Tiktok shop berusia minimal 17 tahun. Data dianalisis menggunakan teknik Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa price perception, consumer engagement, dan hedonic shopping motivation berpengaruh positif dan signifikan terhadap impulsive buying. Sebaliknya, self-control berpengaruh negatif dan signifikan, menegaskan perannya sebagai faktor internal yang mampu menahan dorongan impulsif. Temuan ini sejalan dengan kerangka teori Stimulus-Organism-Response (S-O-R) yang digunakan dalam penelitian. Studi ini memperkaya literatur terkait perilaku konsumen digital serta memberikan implikasi praktis bagi pelaku bisnis dalam merancang strategi pemasaran yang mampu menstimulasi maupun mengelola perilaku pembelian impulsif secara etis di ekosistem live commerce. ***** The rise of social commerce, particularly through the live shopping feature on Tiktok, has transformed consumer behavior, especially in relation to impulsive buying. This study aims to analyze the influence of price perception, self-control, consumer engagement, and hedonic shopping motivation on impulsive buying behavior within the context of Tiktok's live shopping feature in the Jakarta area. A quantitative approach was employed using a survey method involving 180 Generation Z respondents who actively use Tiktok Shop. Data were analyzed using Structural Equation Modeling (SEM) based on the Partial Least Squares (PLS) technique with the assistance of SmartPLS 4.0 software. The results reveal that price perception, consumer engagement, and hedonic shopping motivation have a positive and significant effect on impulsive buying. Conversely, self-control has a negative and significant effect, reaffirming its role as an internal factor capable of restraining impulsive urges. These findings align with the Stimulus-OrganismResponse (S-O-R) theoretical framework employed in this study. This research contributes to the digital consumer behavior literature and offers practical implications for marketers in designing strategic interventions that ethically stimulate or manage impulsive purchasing behavior within the live commerce ecosystem. Keywords: impulsive buying, price perception, self-control, consumer engagement, hedonic shopping motivation, Tiktok, live shopping, S-O-R theory.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, M. Si, Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A, CHRP.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Ananda Oktafiani .
Date Deposited:	08 Aug 2025 08:19
Last Modified:	08 Aug 2025 08:19
URI:	http://repository.unj.ac.id/id/eprint/59136

Actions (login required)

View Item