ANALISIS HUBUNGAN SOCIAL PRESENCE, PLEASURE, DAN IMPULSIVE BUYING DALAM KONTEKS LIVE STREAMING TIKTOK PADA GENERASI Z

AMELIA PUTRI ANANDA, . (2025) ANALISIS HUBUNGAN SOCIAL PRESENCE, PLEASURE, DAN IMPULSIVE BUYING DALAM KONTEKS LIVE STREAMING TIKTOK PADA GENERASI Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh social presence of streamer dan social presence of viewers terhadap impulsive buying melalui pleasure sebagai variabel mediasi pada konteks live streaming TikTok Shop di kalangan Generasi Z. Metode penelitian ini menggunakan Analisa Structural Equation Modeling (SEM) dengan menggunakan Partial Least Square (PLS), software yang digunakan ialah SmartPLS versi 4. Data dikumpulkan dari 270 responden pengguna aktif TikTok yang pernah melakukan pembelian melalui siaran langsung (live streaming). Dapat disimpulkan bahwa terdapat pengaruh positif dan signifikan dari social presence of streamer terhadap pleasure pada live streaming TikTok shop di kalangan gen Z, terdapat pengaruh positif dan signifikan dari social presence of viewers terhadap pleaure pada live streaming TikTok shop di kalangan gen Z, terdapat pengaruh positif dan signifikan dari pleasure terhadap impulsive buying pada live streaming TikTok shop di kalangan gen Z, terdapat pengaruh positif dan signifikan dari social presence of streamer terhadap impulsive buying pada live streaming TikTok shop di kalangan gen Z, terdapat pengaruh positif dan signifikan dari social presence of viewers terhadap impulsive buying pada live streaming TikTok shop di kalangan gen Z, terdapat pengaruh positif dan signifikan dari social presence of streamer dan social presence of viewers terhadap impulsive buying melalui mediasi pleasure pada live streaming TikTok shop di kalangan gen Z. ***** This study aims to examine the influence of social presence of streamers and social presence of viewers on impulsive buying, with pleasure as a mediating variable, in the context of TikTok Shop live streaming among Generation Z. The research method employs Structural Equation Modeling (SEM) using Partial Least Squares (PLS), with SmartPLS version 4 as the software tool. Data were collected from 270 active TikTok users who have made purchases through live streaming. The results indicate a positive and significant effect of the social presence of streamers on pleasure in TikTok Shop live streaming among Generation Z. Similarly, the social presence of viewers also has a positive and significant effect on pleasure. Furthermore, pleasure has a positive and significant effect on impulsive buying. Both the social presence of streamers and the social presence of viewers show a direct positive and significant influence on impulsive buying. Additionally, pleasure mediates the relationship between social presence (of both streamers and viewers) and impulsive buying, demonstrating a significant mediating effect in the TikTok Shop live streaming context among Generation Z.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Terrylina Arvinta Monoarfa, S.E., M.M. ; 2). Annisa Lutfia, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Amelia Putri Ananda .
Date Deposited:	08 Aug 2025 08:16
Last Modified:	08 Aug 2025 08:16
URI:	http://repository.unj.ac.id/id/eprint/58828

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