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Pengaruh Live Streaming Shopee dengan Perspektif Pembelian Impulsif Pada Generasi Z di Luar Pulau Jawa
Abstract
Penelitian ini mengkaji faktor psikologis yang memengaruhi niat pembelian impulsif di kalangan konsumen Generasi Z di luar Pulau Jawa, yang dimotivasi oleh maraknya penggunaan live streaming dalam e-commerce, terkhususnya pada platform seperti Shopee. Penelitian ini, yang didasarkan pada kerangka kerja Stimulus-Organism-Response (SOR), menyelidiki bagaimana Fear of Missing Out (FOMO) bertindak sebagai stimulus yang meningkatkan Perceived Enjoyment, yang pada akhirnya menghasilkan Impulsive Buying Intentions selama acara live streaming. Metodologi kuantitatif digunakan, dengan data dikumpulkan melalui kuesioner daring yang diberikan terhadap orang yang pernah menonton atau berbelanja di live streaming Shopee. Sebanyak 131 responden yang valid diperiksa menggunakan PLS-SEM (Partial Least Squares Structural Equation Modeling) melalui SmartPLS.
Temuan memaparkan bahwa FOMO secara substansial meningkatkan kenikmatan yang dirasakan individu, yang kemudian secara positif memengaruhi niat pembelian impulsif mereka. Hasil tersebut menyoroti pentingnya mengembangkan pengalaman berbelanja yang menarik dan interaktif melalui fungsionalitas live streaming. Studi ini menawarkan informasi yang dapat ditindaklanjuti bagi para profesional e-commerce dalam menyusun strategi konten dan antarmuka platform yang dirancang khusus untuk konsumen Gen Z. Selain itu, studi ini memajukan pemahaman teoritis tentang perilaku pembelian impulsif dalam perdagangan digital dengan menekankan aspek emosional dan psikologis yang hadir dalam pengaturan streaming langsung.Keywords
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DOI: https://doi.org/10.17509/ijdb.v5i1.83866
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