Analisis Pengaruh Live Streaming Shopping dan Online Customer Review terhadap Perilaku Impulsive Buying (Studi Kasus pada Pengguna E-Commerce Shopee di Jabodetabek)

Hamzah, Sandy (2024) Analisis Pengaruh Live Streaming Shopping dan Online Customer Review terhadap Perilaku Impulsive Buying (Studi Kasus pada Pengguna E-Commerce Shopee di Jabodetabek). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Online buying and selling activities that continue to transform along with the rapid advancement of information technology are illustrated by the emergence of many online buying and selling applications or e-commerce. One of the popular e-commerce today is Shopee. The convenience felt from the current buying and selling process makes people increasingly impulsive in purchasing a product. As an online buying and selling platform, Shopee continues to present innovative marketing features. One of the innovative marketing features presented is the live streaming shopping and online customer review features. Therefore, this study aims to determine whether live streaming shopping and online customer reviews have an influence on Impulsive buying behavior. The research method is quantitative. The study includes a sample of 102 participant. The sampling technique in this study was non-probability sampling with purposive sampling as the sampling technique. The data analysis technique with multiple linear regression analysis and IBM SPSS Version 27 as the test tool. The scope of this study only focuses on Jabodetabek, this makes Shopee users in Jabodetabek the object of this study. The results of this study indicate that live streaming has no effect on Impulsive Buying Behavior. While online customer reviews have an influence on impulsive buying behavior. Simultaneously, live streaming shopping and online customer reviews have an influence on impulsive buying behavior of Shopee users in Jabodetabek.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	E-Commerce, Live Streaming Shopping, Online Customer Review, Impulsive Buying Behavior
Subjects:	Marketing > Branding (Marketing) Customer Behavior Marketing Marketing > eCommerce Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Sandy Hamzah
Date Deposited:	30 Aug 2024 04:44
Last Modified:	30 Aug 2024 04:44
URI:	https://repository.bakrie.ac.id/id/eprint/10167

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