Zikra, Muhammad Aulia (2026) Analisis Keputusan Strategi Livestream Selling dengan Mempertimbangkan Ketidakpastian Kesesuaian Produk dan Perilaku Impulsive Buying pada E-Commerce. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Eksistensi e-commerce dihadapkan pada kelemahan berupa ketidakpastian kesesuaian produk akibat ketiadaan fasilitas inspeksi fisik. Saluran livestream terbukti efektif mengatasi masalah tersebut dan mampu memicu perilaku impulsive buying, meskipun turut memunculkan hassle cost bagi konsumen non-impulsif. Hal ini menciptakan kompleksitas bagi penjual dalam menentukan konfigurasi strategi saluran penjualan yang paling optimal, mencakup opsi without livestream (W), affiliate livestream (A), atau KOL livestream (K). Penelitian ini mengevaluasi keputusan strategi livestream selling guna memaksimalkan profitabilitas penjual menggunakan pemodelan matematika analitis berbasis game theory dengan model kepemimpinan Stackelberg dan metode backward induction. Estimasi parameter model didukung oleh penyebaran kuesioner terhadap objek amatan produk Wardah UV Shield Airy Smooth Sunscreen Serum SPF 50 PA++++ 25 ml. Hasil ekuilibrium selanjutnya dievaluasi melalui pendekatan numerical experiment menggunakan one-way dan two-way sensitivity analysis. Temuan menunjukkan bahwa preferensi keputusan strategi secara dominan ditentukan oleh struktur kontrak revenue sharing, di mana win-win solution antara penjual dan streamer hanya tercapai pada rentang yang terbatas. Analisis sensitivitas menunjukkan bahwa peningkatan probabilitas kesesuaian produk dan hassle cost menurunkan profitabilitas skenario livestreaming, sedangkan peningkatan proporsi konsumen impulsif dan dampak persuasi streamer berpengaruh positif terhadap keuntungan adopsi livestream selling.
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The existence of e-commerce is faced with a weakness in the form of product-fit uncertainty due to the absence of physical inspection facilities. The livestream selling channel has proven effective in overcoming this issue and is capable of triggering impulsive buying behaviour, although it also introduces a hassle cost for non-impulsive consumers. This creates complexity for sellers in determining the most optimal sales channel strategy configuration, including the options of without livestreaming (W), affiliate livestreaming (A), or KOL livestreaming (K). This study evaluates livestream selling strategic decisions to maximize seller profitability using an analytical mathematical modeling approach based on game theory, adopting the Stackelberg leadership model and backward induction method. Model parameter estimation is supported by questionnaire distribution on the observation object of Wardah UV Shield Airy Smooth Sunscreen Serum SPF 50 PA++++ 25 ml. The equilibrium results are subsequently evaluated through a numerical experiment approach using one-way and two-way sensitivity analyses. The findings indicate that strategic decision preferences are predominantly determined by the revenue sharing contract structure, where a win-win solution between seller and streamer is only achieved within a limited range. Sensitivity analysis reveals that increases in product-fit probability and hassle cost reduce the profitability of livestreaming scenarios, while increases in the proportion of impulsive consumers and streamer persuasion impact positively affect the benefits of livestream selling adoption.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | E-commerce, Teori Permainan, Impulsive Buying, Livestream Selling, Manajemen Harga, Ketidakpastian Kesesuaian Produk E-commerce, Game Theory, Impulsive Buying, Livestream Selling, Pricing Strategy, Product-fit Uncertainty |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5416.5 Pricing Q Science > QA Mathematics > QA269 Game theory Q Science > QA Mathematics > QA401 Mathematical models. |
| Divisions: | Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | Muhammad Aulia Zikra |
| Date Deposited: | 29 Jul 2026 07:14 |
| Last Modified: | 29 Jul 2026 07:15 |
| URI: | http://repository.its.ac.id/id/eprint/138636 |
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