ANALISIS PEMBELIAN IMPULSIF MELALUI LIVE STREAMING SEBAGAI VARIABEL INTERVENING PADA TIKTOK SHOP DI WILAYAH DKI JAKARTA

Rayhan Mustafa, . (2023) ANALISIS PEMBELIAN IMPULSIF MELALUI LIVE STREAMING SEBAGAI VARIABEL INTERVENING PADA TIKTOK SHOP DI WILAYAH DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

TikTok Shop is a social commerce that is being favored by the public with its live streaming advantages, but not all stores in TikTok Shop are successful with the live streaming feature offered. This study aims to determine the effect of hedonic shopping motivation and sales promotion on impulse buying through live streaming for generation Z in the DKI Jakarta area TikTok Shop users. This study uses a sample of 100 respondents with sampling techniques using non-probability sampling with purposive sampling method through Google Forms distributed on social media such as Instagram, Whatsapp, Line, and Twitter. The data analysis used is descriptive and inferential data analysis techniques using Partial Least Square (PLS) with SmartPLS 3.2.8 software. The results of this study indicate that hedonic shopping motivation has a significant effect on impulse purchases with a positive influence of 0.542. Sales promotion has an insignificant effect on impulse purchases with a negative effect of 0.030. Live streaming has a significant effect on impulse purchases with a positive effect of 0.392. Hedonic shopping motivation has a significant effect on impulse purchases through live streaming with a positive effect of 0.233. Sales promotion has an insignificant effect on impulse purchases through live streaming with a positive effect of 0.034. Meanwhile, the contribution value of impulse buying and live streaming is indicated by the Adjusted R Square value of 68.2% and R Square of 43.7%.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111168] [Pembimbing: Pusporini] [Penguji 1: Dienni Ruhjatini] [Penguji 2: Heni Nastiti]
Uncontrolled Keywords: Impulse Buying, Live Streaming, Hedonic Shopping Motivation, Sales Promotion, TikTok Shop
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Rayhan Mustafa
Date Deposited: 21 Mar 2024 04:15
Last Modified: 21 Mar 2024 04:15
URI: http://repository.upnvj.ac.id/id/eprint/27742

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