Pengaruh Time Scarcity terhadap Impulsive Purchase Behavior pada Live Shopping E-Commerce dengan Perceived Time Pressure sebagai Variabel Mediasi

Putri, Tiara Regischa (2025) Pengaruh Time Scarcity terhadap Impulsive Purchase Behavior pada Live Shopping E-Commerce dengan Perceived Time Pressure sebagai Variabel Mediasi. Diploma thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan teknologi digital telah mendorong e-commerce menjadi media utama dalam kegiatan berbelanja. Salah satu inovasi dalam e-commerce adalah live shopping, yang menawarkan pengalaman interaktif melalui sesi belanja langsung dengan fitur promosi berbatas waktu (time scarcity). Strategi ini sering digunakan untuk menciptakan urgensi dan mendorong pembelian impulsif. Penelitian ini bertujuan untuk mengkaji pengaruh time scarcity terhadap perilaku pembelian impulsif (impulsive purchase behavior) pada platform Shopee, dengan perceived time pressure sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Square-Structural Equation Modeling (PLS-SEM). Data dikumpulkan melalui survei online dari 185 responden pengguna aktif Shopee, khususnya generasi milenial yang berpartisipasi dalam live shopping. Hasil penelitian menunjukkan bahwa: (1) time scarcity memiliki pengaruh yang kuat terhadap perceived time pressure dengan nilai t-statistics sebesar 4,217; (2) perceived time pressure memiliki pengaruh yang kuat terhadap pembelian impulsif dengan nilai t-statistic sebesar 4,479; dan (3) time scarcity memiliki pengaruh yan sangat kuat terhadap perceived time pressure dengan nilai t-statistics sebesar 24,800; (4) perceived time pressure secara positif memediasi hubungan antara time scarcity dan impulsive purchasae behavior. Penelitian ini juga menyoroti bagaimana promosi berbatas waktu memengaruhi keputusan pembelian konsumen, mengurangi proses pengambilan keputusan rasional, dan meningkatkan kemungkinan pembelian impulsif. Temuan ini memberikan implikasi praktis bagi pelaku bisnis e-commerce, khususnya dalam merancang strategi promosi yang memanfaatkan kelangkaan waktu. Implikasi dari penelitian ini menunjukkan bahwa pelaku bisnis e-commerce perlu menerapkan strategi pemasaran berbasis kelangkaan waktu secara transparan dan etis untuk menjaga kepercayaan pelanggan dan meningkatkan efektivitas promosi. Selain itu, regulator e-commerce perlu mengawasi praktik pemasaran berbasis urgensi agar tidak menyesatkan konsumen. Penelitian ini juga membuka peluang bagi studi selanjutnya untuk mengeksplorasi perbedaan respons antar generasi terhadap strategi kelangkaan waktu, serta dampak jangka panjang pembelian impulsif terhadap kepuasan dan loyalitas pelanggan.
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The development of digital technology has driven e-commerce to become the primary medium for shopping activities. One of the innovations in e-commerce is live shopping, which offers an interactive experience through real-time shopping sessions with time-limited promotions (time scarcity). This strategy is often used to create urgency and encourage impulsive purchases. This study aims to examine the influence of time scarcity on impulsive purchase behavior on the Shopee
platform, with perceived time pressure as a mediating variable. The study employs a quantitative approach using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. Data were collected through an online survey of 185 active Shopee users, particularly millennials who participate in live shopping. The study results indicate that: (1) time scarcity has a strong influence on perceived time pressure, with a t-statistic value of 4.217; (2) perceived time pressure has a strong influence on impulsive purchase behavior, with a t-statistic value of 4.479; (3) time scarcity has a very strong influence on perceived time pressure, with a t-statistic value of 24.800; and (4) perceived time pressure positively mediates the relationship between time scarcity and impulsive purchase behavior. This study also highlights how time-limited promotions affect consumer purchasing decisions, reduce rational decision-making processes, and increase the likelihood of impulsive purchases. The findings provide practical implications for e-commerce businesses, particularly in designing promotional strategies that leverage time scarcity. The implications of this study suggest that e-commerce businesses should implement time-based marketing strategies transparently and ethically to maintain customer trust and enhance promotional effectiveness. Additionally, e-commerce regulators should oversee urgency-based marketing practices to prevent misleading consumers and ensure more flexible return policies for customers influenced by time pressure to make impulsive purchases. This study also opens opportunities for future research to explore generational differences in response to time scarcity strategies and the long-term impact of impulsive purchases on customer satisfaction and loyalty.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Impulsive purchase behavior, Live shopping, Perceived Time Pressure, Time Scarcity
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Tiara Regischa Putri
Date Deposited:	04 Feb 2025 03:12
Last Modified:	04 Feb 2025 03:12
URI:	http://repository.its.ac.id/id/eprint/118063

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