Pengaruh Intensitas Live Streaming Marketing, Parasocial Interaction, dan Promosi Flash Sale Terhadap Perilaku Impulse Buying Mahasiswa Universitas Muhammadiyah Surakarta Pada Platform Blibli

Bayu Setya Budi, Kussudyarsana Kussudyarsana

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh intensitas live streaming marketing, parasocial interaction, dan promosi flash sale terhadap perilaku impulse buying pada mahasiswa Universitas Muhammadiyah Surakarta pengguna platform Blibli. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang dikumpulkan melalui kuesioner skala Likert. Sampel ditentukan menggunakan teknik purposive sampling dengan kriteria mahasiswa yang pernah menonton live streaming dan melakukan pembelian online. Analisis data dilakukan menggunakan regresi linier berganda dengan bantuan IBM SPSS, yang didahului oleh uji validitas, reliabilitas, dan asumsi klasik. Hasil penelitian menunjukkan bahwa seluruh variabel independen berpengaruh positif dan signifikan terhadap impulse buying. Intensitas live streaming meningkatkan paparan visual yang mendorong keputusan spontan, parasocial interaction memperkuat kedekatan emosional dan kepercayaan terhadap streamer, sedangkan promosi flash sale menciptakan urgensi dan efek fear of missing out (FOMO) yang melemahkan kontrol rasional konsumen. Temuan ini mendukung teori Stimulus-Organism-Response (S-O-R) yang menjelaskan bahwa perilaku impulsif dipengaruhi oleh stimulus lingkungan digital dan faktor emosional.

Keywords


impulse buying, intensitas live streaming marketing, parasocial interaction, promosi flash sale, social commerce

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DOI: https://doi.org/10.17509/ijdb.v5i4.99710

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