Analisis Faktor-Faktor yang Memengaruhi Pembelian Impulsif Generasi Z pada Live Streaming Shopee

Sihombing, Cripson (2024) Analisis Faktor-Faktor yang Memengaruhi Pembelian Impulsif Generasi Z pada Live Streaming Shopee. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan fitur live streaming shopping pada berbagai platform e-commerce tentunya berdampak pada keputusan pelanggan dalam melakukan pembelian. Pembelian yang dimaksudkan adalah pembelian impulsif yang terjadi tanpa direncanakan sebelumnya. Melihat tren ini, penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi dorongan pembelian impulsif yang dirasakan oleh generasi Z pada live streaming Shopee. Penelitian ini menyelidiki pengaruh attractiveness, trustworthiness, expertise, perceived ease of use, product usefulness, purchase convenience, dan product price yang dapat memengaruhi konsumen untuk melakukan pembelian impulsif. Dalam lingkup penelitian ini, model penelitian yang digunakan adalah penggabungan dari teori Stimulus-Organism-Response (SOR) dan Technology Acceptance Model (TAM). Penggabungan kedua teori tersebut membantu untuk mengeksplorasi reaksi dan perilaku konsumen yang disebabkan oleh faktor stimulus tertentu. Dengan menggunakan model penelitian ini, diharapkan dapat memperluas pemahaman mengenai faktor-faktor yang memengaruhi perilaku pembelian impulsif pada live streaming Shopee, dengan sepuluh variabel yang dimasukkan ke dalam model penelitian ini. Pengumpulan data dilakukan melalui metode survei dengan menyebarkan kuesioner kepada 261 responden dari generasi Z. Kemudian, data akan diolah dan dianalisis dengan menggunakan teknik Structural Equation Model berbasis Partial Least Square (PLS-SEM) melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa terdapat beberapa faktor-faktor yang memengaruhi generasi Z untuk melakukan pembelian impulsif pada live streaming Shopee. Variabel attractiveness dan perceived ease of use berpengaruh positif dan signifikan terhadap variabel perceived enjoyment. Variabel product usefulness, purchase convenience, product price berpengaruh positif dan signifikan terhadap variabel perceived usefulness. Selanjutnya perceived usefulness berpengaruh positif dan signifikan terhadap variabel perceived enjoyment, dan variabel perceived usefulness dan perceived enjoyment berpengaruh positif dan signifikan terhadap variabel urge to buy impulsively. Hal ini mengindikasikan terdapat delapan faktor-faktor yang memengaruhi pembelian impulsif generasi Z pada live streaming Shopee. Hasil dari penelitian ini dapat memberikan rekomendasi praktis untuk streamer atau pemasar, serta diharapkan dapat memberikan wawasan mengenai pembelian impulsif yang dilakukan oleh generasi Z pada saat live streaming e-commerce.
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The development of live streaming shopping features on various e-commerce platforms certainly has an impact on customer decisions in making purchases. The intended purchase is an impulsive buying that occurs without prior planning. Seeing this trend, this research aims to determine the factors that influence the urge to buy impulsively perceived by generation Z on Shopee live streaming. This research investigates the influence of attractiveness, trustworthiness, expertise, perceived ease of use, product usefulness, purchase convenience, and product price that can influence consumers to make impulsive buying. Within the scope of this study, the research model used is a combination of the Stimulus-Organism-Response (SOR) theory and the Technology Acceptance Model (TAM). The combination of the two theories helps to explore consumer reactions and behaviors caused by certain stimulus factors. By using this research model, it is intended to expand the understanding of the factors that influence impulsive buying behavior on Shopee live streaming, with ten variables included in this research model. Data collection was carried out through a survey method by distributing questionnaires to 261 respondents from generation Z. Then, the data will be processed and analyzed using the Partial Least Square-based Structural Equation Model (PLS-SEM) technique through SmartPLS4 software. The results showed that there are several factors that influence generation Z to make impulsive buying on Shopee live streaming. The variables of attractiveness and perceived ease of use have a positive and significant influence on the perceived enjoyment variable. The variables of product usefulness, purchase convenience, product price have a positive and significant influence on the perceived usefulness variable. Furthermore, perceived usefulness has a positive and significant effect on the perceived enjoyment variable, and the variables perceived usefulness and perceived enjoyment have a positive and significant effect on the urge to buy impulsively variable. This indicates that there are eight factors that influence generation Z's impulsive buying on Shopee live streaming. The results of this study can provide practical recommendations for streamers or marketers, and are expected to provide insight into the impulsive buying made by generation Z during e-commerce live streaming.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Pembelian impulsif, Live streaming e-commerce, Stimulus-Organism-Response, Technology Acceptance Model, generasi Z.
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Cripson Sihombing
Date Deposited:	30 Jul 2024 07:34
Last Modified:	30 Jul 2024 07:34
URI:	http://repository.its.ac.id/id/eprint/110257

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