Pengaruh Perceived Enjoyment Dan Perceived Usefulness Terhadap Online Impulse Buying Behavior Produk Fashion Pada Live Streaming Tiktok

Fajar, Faried (2024) Pengaruh Perceived Enjoyment Dan Perceived Usefulness Terhadap Online Impulse Buying Behavior Produk Fashion Pada Live Streaming Tiktok. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pendekatan baru dalam pemasaran produk melalui live streaming di TikTok, bersamaan dengan penilaian terhadap kecenderungan perilaku pembelian impulsif di kalangan masyarakat Indonesia, memberikan kesempatan bagi pemilik bisnis e-commerce untuk meningkatkan penjualan. Penelitian meneliti pengaruh berbagai faktor seperti daya tarik, kepercayaan, keahlian, daya tarik visual, interaktivitas, kegunaan produk, kenyamanan pembelian, serta aspek harga produk terhadap perilaku konsumen. Fokus penelitian untuk mengidentifikasi faktor-faktor keputusan pembelian impulsif produk fashion melalui live streaming di TikTok. Mengadopsi kerangka teoretis Stimulus-Organism-Response (SOR), penelitian ini untuk mengeksplorasi reaksi dan perilaku konsumen yang disebabkan oleh faktor stimulus. Untuk analisis data, penelitian ini memanfaatkan teknik Structural Equation Modeling (SEM) PLS menggunakan aplikasi SmartPLS berdasarkan 156 responden valid di TikTok. Hasilnya diharapkan memberi panduan bagi para pelaku bisnis online dalam social commerce untuk merancang strategi pemasaran yang efektif untuk produk fashion di live straming TikTok, menitikberatkan pada aspek kenikmatan yang dirasakan (perceived enjoyment) dan serta mempertimbangkan fungsi kegunaan (purchase usefulness) produk fashion yang dipromosikan, sehingga mendorong pembelian secara impulsif.

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A new approach to marketing products through live streaming on TikTok, along with an assessment of the tendency of impulse buying behavior among Indonesians, provides an opportunity for e-commerce business owners to increase sales. The research examined the influence of various factors such as attractiveness, trustworthiness, expertise, visual appeal, interactivity, product usefulness, purchase convenience, as well as product price on consumer behavior. The focus of the research is to identify the factors of impulsive buying decisions for fashion products through live streaming on TikTok. Adopting the Stimulus-Organism-Response (SOR) theoretical framework, this research is to explore consumer reactions and behaviors caused by stimulus factors. For data analysis, this research utilizes the PLS Structural Equation Modeling (SEM) technique using the SmartPLS application based on 156 valid respondents on TikTok. The results are expected to provide guidance for online business actors in social commerce to design effective marketing strategies for fashion products in TikTok live streaming, emphasizing aspects of perceived enjoyment and considering the purchase usefulness of the promoted fashion products, thus encouraging impulsive buying.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	impulsive buying, live streaming tiktok, fashion product, online shopping
Subjects:	A General Works > AI Indexes (General) A General Works > AI Indexes (General)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Faried Fajar
Date Deposited:	10 Aug 2024 01:24
Last Modified:	10 Aug 2024 01:24
URI:	http://repository.its.ac.id/id/eprint/114394

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