Wijanarko, Alvira Nessia Putri (2023) Impulsive Buying pada Generasi Z: Pengaruh Utilitarian Motivation, Hedonic Motivation, dan Atmospheric Cues terhadap Produk Skincare melalui TikTok Live Streaming. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Pemasaran melalui live streaming menjadi sarana pemasaran utama bagi pedagang untuk meningkatkan penjualan dalam beberapa tahun terakhir. Dari banyaknya industri yang berjualan di platform TikTok live streaming, industri kecantikan menjadi peluang bisnis yang menguntungkan sejak terjadi peningkatan niat pembelian skincare. Hal ini menyebabkan para pelaku usaha online semakin kompetitif untuk melakukan promosi serta memunculkan perilaku konsumen. Perilaku konusmen impulsive buying dapat dipengaruhi oleh motivasi individu yang dibedakan menjadi intrinsik dan ekstrinsik. Faktor intrinsik berasal dari utilitarian dan hedonic motivation. Sedangkan, faktor eksternal berasal dari atmospheric cues yang terdiri dari e-store design, e-store content, dan e-store navigation. Faktor tersebut dapat menarik perhatian konsumen untuk membeli produk melalui live streaming. Somethinc dipilih menjadi objek untuk mewakili local brand skincare di Indonesia. Somethinc telah meraih penghargaan sebagai ‘Local Brand of The Year’ pada tahun 2022. Penelitian bertujuan untuk menganalisis pengaruh variabel (1) utilitarian motivation, (2) hedonic motivation, (3) e-store content, (4) e-store design, dan (5) e-store navigation terhadap impulsive buying. Data dikumpulkan melalui kuisioner Google form kepada pengguna TikTok generasi Z berdomisili di pulau Jawa yang disebar secara online. Sebanyak 5.273 data responden terkumpul dan dianalisis menggunakan metode PLS-SEM. Hasil analisis menunjukan bahwa kelima variabel memiliki pengaruh terhadap perilaku impulsive buying. Variabel hedonic motivation memiliki pengaruh yang paling tinggi dibandingkan dengan utilitarian motivation, e-store design, e-store content, dan e-store navigation. Hal ini menunjukan bahwa motivasi belanja yang didasarkan atas kesenangan atau emosional positif dapat mendorong konsumen untuk berperilaku belanja impulsif khususnya melalui live streaming.
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Marketing through live streaming has become the main marketing tool for merchants to increase sales in recent years. The beauty industry has become a profitable business opportunity since there has been an increase in intention to buy skincare. This causes online business actors to be more competitive in carrying out promotions and giving increasing consumer behavior of impulsive buying. Individual behavior motivation is divided into intrinsic and extrinsic. Intrinsic factors come from utilitarian and hedonic motivation. Meanwhile, external factors come from atmospheric cues consisting of e-store design, e-store content, and e-store navigation. These factors are considered to be able to attract consumers attention to buy products through live streaming. 'Somethinc' was chosen as the object to represent local skincare brands in Indonesia because it won an award as 'Local Brand of The Year' in 2022. This study aims to analyze the influence of variables (1) utilitarian motivation, (2) hedonic motivation, (3) ) e-store content, (4) e-store design, and (5) e-store navigation on impulsive buying. Data was collected through a Google form online survey questionnaire to generation Z TikTok users domiciled on the island of Java. A total of 5.273 respondent data were collected and analyzed using SmartPLS 3.2.9 software with the PLS-SEM method. The results of the analysis show that the five variables have an influence on impulsive buying behavior. The hedonic motivation variable has the highest influence compared to utilitarian motivation, e-store design, e-store content, and e-store navigation. This shows that shopping motivation based on pleasure or positive emotion can encourage consumers to behave impulsively shopping especially through live streaming.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Atmospheric Cues, Hedonic Motivation, Impulsive Buying, Live Streaming, Skincare, TikTok, Utilitarian Motivation |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Alvira Nessia Putri Wijanarko |
| Date Deposited: | 03 Aug 2023 02:37 |
| Last Modified: | 03 Aug 2023 02:37 |
| URI: | http://repository.its.ac.id/id/eprint/101409 |
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