PERAN PERCEIVED ENJOYMENT DALAM MEMEDIASI PENGARUH INTERACTIVITY, ATTRACTIVENESS, DAN SOCIAL PRESENCE TERHADAP IMPULSIVE BUYING PADA LIVE STREAMING TIKTOK (STUDI KASUS PADA BATIK NAWILIS)

MAISYA ROSADA, . (2026) PERAN PERCEIVED ENJOYMENT DALAM MEMEDIASI PENGARUH INTERACTIVITY, ATTRACTIVENESS, DAN SOCIAL PRESENCE TERHADAP IMPULSIVE BUYING PADA LIVE STREAMING TIKTOK (STUDI KASUS PADA BATIK NAWILIS). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilatarbelakangi oleh pesatnya perkembangan belanja melalui live streaming di Indonesia, yang semakin menarik perhatian publik, khususnya pada fenomena live streaming TikTok Batik Nawilis. Penelitian ini bertujuan untuk menganalisis pengaruh interactivity, attractiveness, dan social presence terhadap impulsive buying melalui perceived enjoyment pada live streaming TikTok Batik Nawilis. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan dari 200 responden di Indonesia yang memenuhi kriteria berusia 18–28 tahun, merupakan pengguna aktif live streaming TikTok, pernah menonton atau berinteraksi dengan live streaming TikTok Batik Nawilis, serta pernah melakukan pembelian produk Batik Nawilis melalui live streaming TikTok. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan pendekatan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa interactivity, attractiveness, dan social presence berpengaruh positif dan signifikan terhadap perceived enjoyment. Selanjutnya, perceived enjoyment berpengaruh positif dan signifikan terhadap impulsive buying. Selain itu, interactivity, attractiveness, dan social presence juga berpengaruh positif dan signifikan terhadap impulsive buying melalui perceived enjoyment sebagai variabel mediasi. Kata Kunci: Impulsive Buying, Interactivity, Attractiveness, Social Presence, Perceived Enjoyment, Live Streaming Shopping,Model SOR. ***** Driven by the rapid growth of live streaming commerce in Indonesia, this study investigates the psychological mechanisms underlying impulsive buying behavior within the TikTok Live ecosystem. Specifically, this research examines the effects of interactivity, attractiveness, and social presence on impulsive buying, with perceived enjoyment serving as a mediating variable, using batik Nawilis live streaming as the empirical context. This study adopts a quantitative approach using a survey method. Data were collected from 200 respondents in Indonesia who met the criteria of being aged 18–28 years, actively using TikTok live streaming, having watched or interacted with batik Nawilis live streams, and having purchased batik Nawilis products through TikTok live streaming. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The findings reveal that interactivity, attractiveness, and social presence have positive and significant effects on perceived enjoyment. Furthermore, perceived enjoyment positively and significantly influences impulsive buying. Additionally, interactivity, attractiveness, and social presence indirectly affect impulsive buying through perceived enjoyment as a mediating variable. Keyword: Impulsive Buying, Interactivity, Attractiveness, Social Presence, Perceived Enjoyment, Live Streaming Shopping, SOR Model

Item Type:	Thesis (Sarjana)
Additional Information:	1). ‌Prof. Dr. Umi Widyastuti, S.E., M.E. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 33082 not found.
Date Deposited:	19 Feb 2026 02:54
Last Modified:	19 Feb 2026 02:54
URI:	http://repository.unj.ac.id/id/eprint/65551

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