Putri, Nadhyra Haninda (2025) Pengembangan Model Analisis Pengaruh Consumer Vulnerability untuk Meningkatkan Impulse Buying pada Social Media-Live Shopping Menggunakan Partial Least Squares Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Latar Belakang – Perkembangan teknologi digital telah mengubah cara berbelanja konsumen, dengan platform media sosial berbasis video semakin mendominasi sebagai saluran e-commerce melalui fitur live shopping. Aktivitas live shopping ini, yang sering kali dilengkapi dengan promosi eksklusif dan tekanan waktu, berpotensi mempengaruhi perilaku pembelian impulsif pengguna. Namun, masih sedikit penelitian yang membahas pengaruh kombinasi faktor-faktor ini, terutama di Indonesia.
Permasalahan – Permasalahan dalam penelitian ini adalah belum dipahaminya secara mendalam bagaimana aktivitas live shopping, promosi eksklusif, tekanan waktu, dan kerentanan pengguna memengaruhi pembelian impulsif di platform media sosial berbasis video di Indonesia. Selain itu, terdapat kebutuhan untuk mengidentifikasi faktor-faktor yang paling signifikan dalam memengaruhi keputusan impulsif pengguna ketika berbelanja melalui fitur live shopping pada platform media sosial berbasis video. Hal ini penting untuk diteliti mengingat semakin meningkatnya penggunaan live shopping sebagai strategi pemasaran yang dapat mendorong pembelian impulsif di Indonesia.
Tujuan – Menganalisis secara mendalam bagaimana aktivitas live shopping, promosi eksklusif, tekanan waktu, dan kerentanan pengguna memengaruhi perilaku pembelian impulsif pengguna media sosial berbasis video di Indonesia. Penelitian ini bertujuan untuk memahami bagaimana masing-masing faktor ini berinteraksi dan berkontribusi terhadap keputusan impulsif dalam konteks social media-live shopping. Selain itu, penelitian ini juga ingin memberikan gambaran tentang faktor-faktor yang harus dipertimbangkan oleh penjual dan platform seperti media sosial berbasis video untuk memaksimalkan pengalaman belanja dan meningkatkan penjualan melalui live shopping.
Data dan Metode – Data dikumpulkan menggunakan kuesioner yang disebarkan kepada pengguna media sosial berbasis video di Indonesia, dengan metode analisis yang menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Penelitian ini melibatkan pengukuran terhadap beberapa variabel seperti aktivitas live shopping, promosi eksklusif, tekanan waktu, dan kerentanan pengguna, serta pengaruhnya terhadap pembelian impulsive.
Hasil – Hasil yang diharapkan dari penelitian ini adalah pemahaman yang lebih dalam mengenai faktor-faktor yang mendorong pembelian impulsif dalam live shopping, yang dapat memberikan wawasan bagi platform media sosial berbasis video dan pemasar dalam merancang strategi yang lebih efektif.
Manfaat/Kontribusi – Secara teoritis, penelitian ini diharapkan dapat berkontribusi pada pengembangan literatur tentang perilaku konsumen terkait social media-live shopping, khususnya dalam konteks live shopping. Secara praktis, penelitian ini diharapkan memberikan kontribusi bagi pengusaha dan pemasar untuk merancang promosi yang lebih menarik dan meningkatkan konversi penjualan melalui social media-live shopping.
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Background – The development of digital technology has transformed consumer shopping behavior, with video-based social media platforms increasingly dominating as e-commerce channels through live shopping features. Live shopping activities, often accompanied by exclusive promotions and time pressure, have the potential to influence users’ impulsive buying behavior. However, there is still limited research that examines the combined influence of these factors, especially in Indonesia.
Problem Statement – The issue in this study lies in the lack of in-depth understanding of how live shopping activities, exclusive promotions, time pressure, and user vulnerability affect impulsive buying behavior on video-based social media platforms in Indonesia. Additionally, there is a need to identify the most significant factors influencing users’ impulsive decisions when shopping via live shopping features on video-based social media platforms. This is crucial to investigate, given the increasing use of live shopping as a marketing strategy that encourages impulsive buying in Indonesia.
Objective – To analyze in-depth how live shopping activities, exclusive promotions, time pressure, and user vulnerability influence impulsive buying behavior among Media sosial users in Indonesia. This study aims to understand how each of these factors interacts and contributes to impulsive decisions in the context of live shopping-based social media. Furthermore, it seeks to provide insights into the factors sellers and platforms like Media sosial should consider to enhance shopping experiences and boost sales through live shopping.
Data and Methods – Data is collected through questionnaires distributed to users of video-based social media platforms in Indonesia, using Partial Least Squares Structural Equation Modeling (PLS-SEM) as the method of analysis. The study involves measuring variables such as live shopping activities, exclusive promotions, time pressure, and user vulnerability, as well as their effects on impulsive buying.
Expected Results – The study aims to provide deeper insights into the factors driving impulsive buying during live shopping, offering valuable knowledge for video-based social media platforms and marketers to design more effective strategies.
Benefits/Contributions – Theoretically, this research is expected to contribute to the literature on consumer behavior on social media, particularly in the context of live shopping. Practically, it aims to provide recommendations for businesses and marketers to design more engaging promotions and improve sales conversion through social media-live shopping.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Social Media-Live Shopping, Media Sosial Berbasis Video, Pembelian Impulsif, Promosi Eksklusif, Tekanan Waktu, Kerentanan Pelanggan. Social Media-Live Shopping, Impulse Buying, Exclusive Promotions, Time Pressure, Consumer Vulnerability. |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Nadhyra Haninda Putri |
| Date Deposited: | 28 Jul 2025 04:32 |
| Last Modified: | 28 Jul 2025 04:32 |
| URI: | http://repository.its.ac.id/id/eprint/122531 |
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