Romadhona, Erliani Inayah Aji (2025) Host Streamer Style, Gratification, dan Discount on Live Shopping Sebagai Pemicu Impulsive Buying Pada Live Shopping TikTok Shop Di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan teknologi digital telah mendorong perubahan signifikan dalam perilaku konsumen, salah satunya melalui fenomena live shopping di TikTok Shop yang kini menjadi salah satu pasar terbesar di dunia, khususnya pada kategori fashion wanita. Fitur ini memadukan unsur hiburan, promosi, dan interaksi sosial secara real time, sehingga menciptakan pengalaman belanja yang lebih menarik dibandingkan e-commerce konvensional. Penelitian ini bertujuan untuk menganalisis pengaruh host streamer style, gratification, dan discount on live shopping terhadap perilaku impulsive buying dengan hedonic value dan fear of missing out (FOMO) sebagai variabel mediasi. Penelitian dilakukan dengan pendekatan kuantitatif menggunakan kerangka teori Stimulus-Organism-Response (SOR). Data diperoleh melalui survei online terhadap responden perempuan generasi Z (18-28 tahun) dan milenial (29-44 tahun) yang pernah melakukan pembelian produk fashion wanita melalui fitur live shopping TikTok Shop pada tahun 2025. Analisis data dilakukan menggunakan metode Partial Least Square–Structural Equation Modeling (PLS-SEM). Dengan menggunakan 224 data responden, penelitian ini menunjukkan bahwa host streamer style dan gratification mampu meningkatkan hedonic value, sementara discount on live shopping memicu FOMO yang pada akhirnya mendorong impulsive buying. Perilaku impulsive buying dipengaruhi secara langsung oleh host streamer style dan FOMO. Sementara itu, gratification, discount, dan hedonic value tidak berpengaruh secara langsung terhadap impulsive buying, namun tetap memberikan kontribusi tidak langsung melalui peningkatan urgensi dan pemicu emosional. Penelitian ini memberikan kontribusi teoritis dalam memperkaya literatur mengenai perilaku konsumen pada konteks social commerce, serta manfaat praktis bagi pelaku usaha dalam merancang strategi live shopping yang lebih efektif, menarik, dan kompetitif di era digital.
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The development of digital technology has driven significant changes in consumer behavior, one of which is the rise of live shopping on TikTok Shop, now one of the largest markets in the world, particularly for women’s fashion. This feature integrates entertainment, promotions, and real-time social interaction, creating a more engaging shopping experience compared to conventional e-commerce platforms. This study aims to analyze the influence of host streamer style, gratification, and discount on live shopping on impulsive buying behavior, with hedonic value and fear of missing out (FOMO) as mediating variables. A quantitative approach was employed using the Stimulus-Organism-Response (SOR) theoretical framework. Data were collected through an online survey of female Generation Z (18-28 years old) and millennial (29-44 years old) consumers who had purchased women’s fashion products through the TikTok Shop live shopping feature in 2025. The data were analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM). Based on 224 respondent data, the findings indicate that host streamer style and gratification enhance hedonic value, while discount on live shopping triggers FOMO, which ultimately leads to impulsive buying. Impulsive buying behavior is directly influenced host streamer style and the FOMO. Meanwhile, gratification, discount, and hedonic value do not exert a direct effect on impulsive buying, but they still contribute indirectly through increased urgency and emotional triggers. This study contributes theoretically by enriching the literature on consumer behavior in social commerce contexts, as well as practical insights for businesses in designing more effective, engaging, and competitive live shopping strategies in the digital era.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Discount, Gratification, Host Streamer Style, Impulsive Buying, Live Shopping |
| Subjects: | H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5416.5 Pricing H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Erliani Inayah Aji Romadhona |
| Date Deposited: | 19 Jan 2026 00:35 |
| Last Modified: | 19 Jan 2026 00:35 |
| URI: | http://repository.its.ac.id/id/eprint/129670 |
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