Pabuarany, Muhammad Rizal (2026) Analisis Live-Stream Shopping Pada Bisnis Startup Digital: Menguji Hubungan Live-Stream Shopping Terhadap Keinginan Membeli Segera Produk Secara Online di E-Commerce Shopee di Indonesia. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penelitian ini bertujuan untuk menyelidiki dampak live-stream shopping terhadap keinginan membeli segera konsumen di platform e-commerce Shopee di Indonesia. Pertumbuhan pesat live-stream shopping telah mengubah strategi pemasaran digital, menawarkan interaksi real time antara penjual dan pembeli. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan kuesioner terstruktur untuk mengumpulkan data primer dari responden yang telah berpartisipasi dalam live-stream shopping di Shopee. Penelitian ini menghipotesiskan bahwa gratifikasi hiburan dan informativitas berpengaruh positif terhadap persepsi kesenangan dan interaktivitas, yang pada gilirannya memengaruhi keinginan membeli dan perilaku pembelian segera. Temuan penelitian menunjukkan hubungan positif yang signifikan di antara variabel variabel ini, menyoroti pentingnya konten yang menarik dan informatif dalam meningkatkan pengalaman belanja konsumen dan mendorong pembelian segera.
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This study aims to investigate the impact of live-stream shopping on consumers' immediate purchase intention in the Shopee e-commerce platform in Indonesia. The rapid growth of live stream shopping has transformed digital marketing strategies, offering real-time interaction between sellers and buyers. This research employs a quantitative approach using a structured questionnaire to collect primary data from respondents who have participated in live-stream shopping on Shopee. The study hypothesizes that entertainment gratifications and informativeness positively influence perceived enjoyment and interactivity, which in turn affect buying desire and immediate buying behavior. The findings reveal significant positive relationships among these variables, highlighting the importance of engaging and informative content in enhancing consumers' shopping experience and driving immediate purchases.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Live-stream shopping, keinginan membeli segera, e-commerce, Shopee, pemasaran digital,Live-stream shopping, immediate purchase intention, e-commerce, Shopee, digital marketing |
| Subjects: | H Social Sciences > HB Economic Theory > HB615 Entrepreneurship. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 78201-System And Technology Innovation |
| Depositing User: | Muhammad Rizal Pabuarany |
| Date Deposited: | 22 Jul 2026 04:23 |
| Last Modified: | 22 Jul 2026 04:23 |
| URI: | http://repository.its.ac.id/id/eprint/136226 |
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