Peran Mediasi Hedonism Pada Hubungan Live Streaming E-Commerce dengan Perilaku Pembelian Impulsif
Keywords:
live streaming, hedonism, e-commerce, impulse buying behavior
Abstract
The presence of live streaming features in e-commerce makes it easier for individuals to do online shopping with attractive offers and can create stimuli to meet emotional needs and impulse buying behavior. This study aims to analyze the effect of e-commerce live streaming on impulse buying behavior with the mediating role of hedonism. 100 users of live streaming e-commerce were taken as samples with purposive sampling. The data analysis technique in this study used PLS-SEM. The results showed that Live Streaming e-commerce has an effect on impulse buying behavior through customer hedonism. However, directly Live streaming e-commerce has no effect on impulse buying behavior. While Hedonism has a positive effect on impulse buying behavior.
References
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Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0 : untuk hubungan nonlinier dalam penelitian sosial dan bisnis (C. Mitak (ed.); 1st ed.). Andi Offset.
Arikunto, S. (2019). Prosedur Penelitian. Rineka Cipta.
Feng, Z., Al Mamun, A., Masukujjaman, M., Wu, M., & Yang, Q. (2024). Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception. Heliyon, 10(7), e28347. https://doi.org/10.1016/j.heliyon.2024.e28347
Feng, Z., Al Mamun, A., Masukujjaman, M., & Yang, Q. (2023). Modeling the significance of advertising values on online impulse buying behavior. Humanities and Social Sciences Communications, 10(1), 1–17. https://doi.org/10.1057/s41599-023-02231-7
Ghozali, I., & Latan, H. (2020). Partial Least Squares: Konsep, Teknik, dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed.). Badan Penerbit - Undip.
Ikhsan. (2023). Apa itu Digital Marketing. Asanadigital. https://sasanadigital.com/apa-yang-dimaksud-dengan-digital-marketing/
Irawati, R., & Prasetyo, I. B. (2021). Pemanfaatan Platform E-Commerce Melalui Marketplace Sebagai Upaya Peningkatan Penjualan dan Mempertahankan Bisnis di Masa Pandemi (Studi pada UMKM Makanan dan Minuman di Malang). Jurnal Penelitian Manajemen Terapan (PENATARAN), 6(2), 114–133.
Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. International Journal of Scientific and Technology Research, 9(3), 1569–1577.
Jayani, D. H. (2019). Tren Pengguna E-commerce Terus Tumbuh. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2019/10/10/tren-pengguna-e-commerce-2017-2023
Kumala Sari, N., Gimbo, C., Nurdin, N., Haritza, D., Manajemen, D., Fajar, U., Manajemen, M., & Tinggi Ilmu Ekonomi Pelita Buana, S. (2023). MANOR: JURNAL MANAJEMEN DAN ORGANISASI REVIEW Pengaruh Motivasi Belanja Hedonis Terhadap Pembelian Impulsif Pada Fitur Tiktok Shop Di Kota Makassar. MANOR: Jurnal Manajemen Dan Organisasi Review, 5(2). https://doi.org/10.47354/mjo.v5il
Lee, C.-H., & Chen, C.-W. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. In Information (Vol. 12, Issue 6). https://doi.org/10.3390/info12060241
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17(4), 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012
Ningsih, L. S., & Kardiyem. (2019). Pengaruh nilai hedonik, kualitas pelayanan, nilai utilitarian terhadap impulsive buying melalui brand trust. Economic Education Analysis Journal, 8(1), 18–23. https://doi.org/10.15294/eeaj.v9i1.42343
Nursakdah, N., Saufi, A., & Rinuastuti, B. H. (2021). Analisis Pengaruh Sikap Terhadap Minat Beli Online Melalui Dropshipper Pada Media E-Commerce. Jmm Unram - Master of Management Journal, 10(3), 175–185. https://doi.org/10.29303/jmm.v10i3.664
Pranawa, A. I., & Abiyasa, A. P. (2019). Digital Marketing dan Hedonisme Dalam Pengambilan Keputusan Pembelian. Jurnal Manajemen Bisnis, 16(4), 58–74. http://journal.undiknas.ac.id/index.php/magister-manajemen/58
Rahmasari, A. N., Quintania, M., & Napitupulu, R. L. (2022). Pengaruh Nilai Belanja Hedonis Terhadap Pembelian Impulsif Kopi Janji Jiwa Melalui Aplikasi Ojek Online di Wilayah Jabodetabek. Excellent, 9(1), 28–39. https://doi.org/10.36587/exc.v9i1.1235
Setiawan, M. H., Komarudin, R., & Kholifah, D. N. (2022). Pengaruh Kepercayaan, Tampilan Dan Promosi Terhadap Keputusan Pemilihan Aplikasi Marketplace. Jurnal Infortech, 4(2), 141. http://ejournal.bsi.ac.id/ejurnal/index.php/infortech139
Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0 : untuk hubungan nonlinier dalam penelitian sosial dan bisnis (C. Mitak (ed.); 1st ed.). Andi Offset.
