Faktor-faktor yang memengaruhi impulsive buying dalam live streaming pada social commerce

DETAIL KOLEKSI

Faktor-faktor yang memengaruhi impulsive buying dalam live streaming pada social commerce

Oleh : I Wayan Astu Upekca

Info Katalog

Nomor Panggil : 022001801257

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Arnolt Kristian Pakpahan

Subyek : Impulse buying - Marketing;Commerce - Marketing

Kata Kunci : demand, convenience, interactivity, playfulness, perceived enjoyment, iImpulsive buying.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001801257_Halaman-Judul.pdf	13
2.	2023_TA_SMJ_022001801257_Lembar-Pengesahan.pdf
3.	2023_TA_SMJ_022001801257_Bab-1_Pendahuluan.pdf	11
4.	2023_TA_SMJ_022001801257_Bab-2_Tinjauan-Pustaka.pdf	18
5.	2023_TA_SMJ_022001801257_Bab-3_Metodologi-Penelitian.pdf	21
6.	2023_TA_SMJ_022001801257_Bab-4_Analisis-dan-Pembahasan.pdf
7.	2023_TA_SMJ_022001801257_Bab-5_Kesimpulan.pdf
8.	2023_TA_SMJ_022001801257_Daftar-Pustaka.pdf	10
9.	2023_TA_SMJ_022001801257_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji pengaruh Demand, Convenience,Interactivity, dan Playfulness terhadap Perceived Enjoyment yang berdampak padaniat Impulsive Buying dalam Social Commerce. Melakukan penyebaran kuisionerkepada 200 responden sebagai sampel. Dalam penelitian ini metode pengambilansampel menggunakan non-probability sampling, yaitu menggunakan teknik purposivesampling. Metode analisis data yang digunakan adalah Structural Equation Model(SEM), SPSS dan software AMOS. Hasil menunjukan (1) Variabel Demandberpengaruh signifikan dan positif terhadap Perceived Enjoyment dan didukung. (2)Variabel Convenience berpengaruh signifikan dan positif terhadap PerceivedEnjoyment dan didukung. (3) Variabel Interactivity berpengaruh signifikan dan positifterhadap Perceived Enjoyment dan didukung. (4) Variabel Playfulness berpengaruh signifikan dan positif terhadap Perceived Enjoyment dan didukung. (5) VariabelPerceived Enjoyment berpengaruh signifikan dan positif terhadap Impulsive Buyingdan didukung. Saran (1) Penelitian selanjutnya mampu memperluas penyebarankuisioner agar mendapatkan hasil yang lebih akurat. (2) Penelitian selanjutnya dapatmemperluas cakupan penelitian tidak hanya pada social commerce , tapi peneliti dapatmelakukan pada objek lain seperti dunia game dan tour travel.

T This study aims to examine the effect of Demand, Convenience, Interactivity, andPlayfulness on Perceived Enjoyment which has an impact on Impulsive Buyingintention in Social Commerce. Distributing questionnaires to 200 respondents assamples. In this study, the sampling method used non-probability sampling, namelyusing purposive sampling technique. Data analysis methods used are StructuralEquation Model (SEM), SPSS and AMOS software. The results show (1) the Demandvariable has a significant and positive effect on Perceived Enjoyment and is supported.(2) Convenience variable has a significant and positive effect on Perceived Enjoymentand is supported. (3) The Interactivity variable has a significant and positive effect onPerceived Enjoyment and is supported. (4) Playfulness variable has a significant and positive effect on Perceived Enjoyment and is supported. (5) The Perceived Enjoymentvariable has a significant and positive effect on Impulsive Buying and is supported.Suggestions (1) Further research is able to expand the distribution of the questionnairein order to get more accurate results. (2) Further research can expand the scope ofresearch not only on social commerce, but researchers can do other objects such asthe world of games and travel tours.