PENGARUH FITUR LIVE STREAMING DAN TIME LIMIT TERHADAP PERILAKU IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI MEDIASI PADA PEMBELIAN PRODUK ONLINE DI TIKTOK SHOP (STUDI PADA MAHASISWA UNIVERSITAS NEGERI PADANG)

Dea Novhela, Rino Rino

Abstract


Penelitian ini bertujuan menganalisis pengaruh fitur live streaming dan time limit terhadap perilaku impulse buying dengan positive emotion sebagai variabel mediasi pada pembelian produk online di TikTok Shop oleh mahasiswa Universitas Negeri Padang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa fitur live streaming tidak berpengaruh signifikan terhadap impulse buying maupun positive emotion. Sebaliknya, time limit berpengaruh signifikan terhadap impulse buying dan positive emotion. Selain itu, positive emotion terbukti berpengaruh signifikan terhadap impulse buying serta memediasi hubungan time limit dengan impulse buying, namun tidak memediasi hubungan fitur live streaming dengan impulse buying. Temuan ini mengindikasikan bahwa strategi pemasaran berbasis keterbatasan waktu lebih efektif dalam membangkitkan emosi positif dan mendorong pembelian impulsif dibandingkan fitur siaran langsung. Penelitian ini memberikan implikasi praktis bagi pelaku social commerce, khususnya TikTok Shop, untuk mengoptimalkan strategi promosi berbasis urgensi waktu serta meningkatkan kualitas tampilan dan kesesuaian produk guna memperkuat pengalaman emosional konsumen.

Keywords


Live Streaming; Time Limit; Positive Emotion; Impulse Buying; TikTok Shop.

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DOI: https://doi.org/10.17509/ijdb.v5i4.96829

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