Analysis The Effect of Flash Sale And Live Streaming Features On Impulse Buying On People Aged 25-34 In Java Using Structural Equation Modelling - Partial Least Square (SEM-PLS)

Simatupang, Rachel Gracia (2023) Analysis The Effect of Flash Sale And Live Streaming Features On Impulse Buying On People Aged 25-34 In Java Using Structural Equation Modelling - Partial Least Square (SEM-PLS). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

The epidemic and lockdown fears have changed how consumers buy things. The pandemic has caused people to buy things in ways they never have before, leading to a tendency towards excessive or impulsive buying. The internet and globalization have greatly changed e�commerce, making it easier and more convenient for people. Flash sales and live streaming are popular e-commerce features because they offer discounted prices and are user-friendly. The most commonly used e-commerce applications are Tokopedia, Shopee, and Lazada. The sample in this study are people in Java aged 25-34 years who have done online shopping using flash sale and livestreaming features in either Tokopedia, Shopee and Lazada. This study uses the variables Perceived Perishability, Perceived Scarcity, Involvement, Streamer and Attitude Towards Flash Sale to determine whether these variables have an influence on Impulse Buying. The method used is Structural Equation Modeling Partial Least Square (SEM-PLS) followed by the Backward Method to get the best model. The advantages of SEM-PLS are free from assumption tests with relatively small samples compared to the Structural Equation Modeling (SEM) method in general. The results of this study explain that the variables Perceived Perishability, Involvement and Attitude Towards Flash Sale affect Impulse Buying. Which means that the effect of giving a narrow time and the attitude created at a flash sale can have an influence on impulse buying decisions on customers. In addition, the influences given on live streaming can have a significant influence on customer decisions to buy impulsively.

Item Type: Thesis (Other)
Uncontrolled Keywords: E-Commerce, Flash Sale, Impulse Buying, Livestreaming, SEM-PLS.
Subjects: Q Science > QA Mathematics > QA278.3 Structural equation modeling.
Divisions: Faculty of Science and Data Analytics (SCIENTICS) > Statistics > 49201-(S1) Undergraduate Thesis
Depositing User: Rachel Gracia Simatupang
Date Deposited: 11 Aug 2023 05:50
Last Modified: 11 Aug 2023 05:50
URI: http://repository.its.ac.id/id/eprint/104547

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