Pengaruh Pengalaman Berbelanja Konsumen dalam Live Streaming Shopping Terhadap Perilaku Pembelian Impulsif Produk Kosmetik di Kalangan Gen Z

Jenaneswari, Putu Rania (2025) Pengaruh Pengalaman Berbelanja Konsumen dalam Live Streaming Shopping Terhadap Perilaku Pembelian Impulsif Produk Kosmetik di Kalangan Gen Z. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Transformasi perdagangan konvensional ke dalam ekosistem digital melalui fitur live streaming telah menciptakan peluang baru bagi pelaku bisnis untuk meningkatkan penjualan. Fenomena ini juga mendorong perilaku impulse buying, khususnya di industri kosmetik. Penelitian ini bertujuan untuk mengkaji pengaruh social presence dan sales promotion sebagai stimulus terhadap impulse buying behavior sebagai respons, dengan mempertimbangkan flow experience sebagai variabel organism sesuai dengan kerangka teori Stimulus Organism Response (SOR). Selain itu, penelitian ini juga mengeksplorasi peran moderasi dari time availability dan money availability. Data diperoleh dari 258 responden melalui kuesioner daring dan dianalisis menggunakan metode Covariance Based Structural Equation Modeling (CB-SEM). Hasil penelitian menunjukkan bahwa social presence dan sales promotion berpengaruh signifikan terhadap flow experience. Selanjutnya, flow experience juga berpengaruh signifikan terhadap impulse buying behavior. Namun, time availability terbukti tidak signifikan dalam memperkuat hubungan antara flow experience dan impulse buying behavior, sementara money availability justru memperlemah hubungan tersebut. Temuan ini memberikan implikasi teoretis terhadap perkembangan perilaku konsumen dan implikasi praktis bagi pelaku bisnis kosmetik dalam merancang strategi pemasaran yang efektif di era digital.
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The transformation of conventional commerce into the digital ecosystem through live streaming features has created new opportunities for businesses to increase sales. This phenomenon has also driven impulse buying behavior, particularly in the cosmetics industry. This study aims to examine the effects of social presence and sales promotion as stimuli on impulse buying behavior as a response, considering flow experience as the organism variable in accordance with the Stimulus Organism Response (SOR) framework. In addition, the study explores the moderating roles of time availability and money availability. Data were collected from 258 respondents through an online questionnaire and analyzed using Covariance Based Structural Equation Modeling (CB-SEM). The findings reveal that social presence and sales promotion have a significant effect on flow experience. Furthermore, flow experience significantly influences impulse buying behavior. However, time availability was found to be insignificant in strengthening the relationship between flow experience and impulse buying behavior, while money availability unexpectedly weakened this relationship. These findings provide theoretical implications for the development of consumer behavior and practical implications for cosmetic businesses in designing effective marketing strategies in the digital landscape

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Live streaming shopping, Impulse buying, Shopee Live, Kosmetik, Live Streaming Shopping, Impulse buying, Shopee live, Cosmetic.
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Putu Rania Jenaneswari
Date Deposited:	28 Jul 2025 09:23
Last Modified:	28 Jul 2025 09:23
URI:	http://repository.its.ac.id/id/eprint/121962

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