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"Penelitian ini bertujuan untuk menjelaskan perilaku konsumsi di kalangan generasi Z melalui live shopping Shopee pada pembelian skincare, saat ini masyarakat melakukan konsumsi barang karena keinginan (desire) alih-alih kebutuhan (needs). Studi-studi terdahulu menemukan bahwa hadirnya Shopee sebagai platform belanja online meningkatkan minat beli konsumen dan terjebak dalam gaya hidup konsumtif. Studi terdahulu membahas bagaimana konsumen Shopee membeli produk yang sedang tren atau viral, termasuk skincare. Namun, studi-studi terdahulu belum membahas peran live shopping Shopee sebagai media belanja online mendorong perilaku konsumsi barang karena keinginan (desire) alih-alih kebutuhan (needs). Melalui konsep needs vs desire mengenai perilaku konsumsi masyarakat dari Zygmunt Bauman, studi ini berargumen bahwa hadirnya fitur live shopping di e-commerce Shopee mengkondisikan pergeseran pola perilaku konsumsi masyarakat yang sebelumnya untuk memenuhi keinginan, kini berganti menjadi memenuhi hasrat, emosional, bahkan untuk identitas diri. Untuk melakukan penelitian ini, peneliti menggunakan metode penelitian kualitatif dan melakukan pengumpulan data dengan metode in-depth interview terhadap generasi Z dengan rentang usia 19 - 23 tahun. Pengumpulan data juga dilakukan dengan metode observasi digital dan studi literatur. Hasil temuan penelitian ini menyatakan terdapat pergeseran aktivitas konsumsi masyarakat yang sebelumnya dilakukan untuk memenuhi kebutuhan, kini menjadi untuk memuaskan emosionalnya. Hal ini disebabkan oleh beberapa faktor yang terdapat dalam live shopping Shopee yaitu tergiur dengan produk viral, terdapat harga murah, bundling produk, voucher, hingga praktisnya pembayaran, membuat keinginan informan untuk berbelanja meningkat. Masyarakat juga merasa tidak puas dan ingin mencoba produk skincare dengan jenis dan brand yang berbeda. Pembelian skincare dengan fitur live shopping kemudian membuat konsumen merasa seperti melakukan berbelanja langsung ke Offline Store. Hal ini menunjukkan pembelian produk skincare untuk memenuhi keinginan (desire), bukan kebutuhan (needs) dan akhirnya terjerat dalam gaya hidup yang konsumtif.

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This research aims to explain consumption behavior among generation Z through live shopping Shopee when purchasing skincare. Currently, people consume goods because they want rather than need. Previous studies have found that the presence of Shopee as an online shopping platform increases consumers' buying interest and makes them trapped in a consumerist lifestyle. Previous studies discussed how Shopee consumers buy products that are trending or viral, including skincare. However, previous studies have not discussed the role of Shopee live shopping as an online shopping medium that encourages goods consumption behavior out of desire rather than need. Using the need vs desire concept regarding people's consumption behavior from Zygmunt Bauman, this study argues that the presence of the live shopping feature in Shopee e-commerce has conditioned a shift in people's consumption behavior patterns which were previously to fulfill desires, now have changed to fulfilling desires, emotions, even for self-identity. To conduct this research, researchers used qualitative research methods and collected data using in-depth interviews with generation Z with an age range of 19 - 23 years. Data collection was also carried out using digital observation methods and literature studies. The findings of this research state that there is a shift in people's consumption activities, which were previously carried out to fulfill their needs, now to satisfy their emotions. This is caused by several factors in Shopee live shopping, namely being tempted by viral products, low prices, product bundling, vouchers, and the convenience of payments, making the informant's desire to shop increase. People also feel dissatisfied and want to try skincare products with different types and brands. Purchasing skincare with the live shopping feature then makes consumers feel like they are shopping directly at an offline store. This shows that purchasing skincare products is to fulfill desires, not needs and ultimately becomes entangled in a consumptive lifestyle."

"Penelitian ini berfokus pada kajian keberlanjutan thrift shopping di kalangan generasi z. Thrift shopping merupakan kegiatan berbelanja pakaian bekas yang murah. Data penelitian diperoleh menggunakan metode observasi partisipan dan wawancara mendalam dengan tiga penjual thrift shop online dan dua penggemar maupun pembeli thrift shop online. Hasil penelitian menunjukkan bahwa kelima informan ini memiliki tujuan yang sama saat melakukan thrifting maupun saat mencoba terjun ke dunia bisnis thrift shop online. Penjual dan pembeli memiliki tujuan yang sama yaitu, mencoba untuk mengurangi dampak negative dari industry fashion dengan cara membeli dan menjual pakaian bekas

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This study focuses on the study of the sustainability of thrift shopping among Generation Z. Thrift shopping is an activity to buy a cheap used clothes. The research data was obtained using the participant observation method and in-dept interview with three online thrift shop sellers and two online thrift shop fans and buyers. The results showed that these five informants had the same goal when doing thrifting and when trying to enter the online thrift shop business. Sellers and buyers have the same goal, namely, trying to reduce the negative impact of the fashion industry by buying and selling used clothes"

"Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi impulsive buying behavior pada konsumen yang menonton live streaming shopping melalui platform Shopee dan TikTok di Indonesia. Untuk menemukan penjelasan atas hal tersebut, penelitian mengadopsi kerangka Stimulus-Organism-Response yang menjelaskan bagaimana lingkungan eksternal melalui kondisi kogntif dan psikologis memengaruhi tindakan individu. Pengumpulan data dilakukan kepada 400 responden di Indonesia yang pernah melakukan pembelian produk saat menonton live streaming shopping pada platform Shopee dan TikTok, yang terbagi atas 200 responden pengguna Shopee dan 200 responden pengguna TikTok. Data terkumpul dianalisis menggunakan metode PLS-SEM dengan software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa terdapat perbedaan pengaruh faktor impulsive buying behavior antara konsumen yang menonton live streaming shopping pada platform Shopee dan TikTok. Anchor characteristics, promotion incentive information, dan promotion time-limit memiliki pengaruh positif dan signifikan terhadap perceived trust dan perceived value konsumen yang menonton live streaming shopping pada platform Shopee dan TikTok. Sementara itu, online comments tidak memengaruhi perceived trust dan perceived value di Shopee dan logistics service quality tidak memengaruhi perceived trust dan perceived value di TikTok. Selanjutnya, peneliti menemukan bahwa perceived trust dan perceived value berpengaruh positif dan signifikan terhadap impulsive buying behavior konsumen yang menonton live streaming shopping pada platform Shopee dan TikTok.

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This study aims to determine the factors influencing impulse buying behavior in consumers who watch live streaming shopping through Shopee and TikTok in Indonesia. The study adopted the Stimulus-Organism-Response framework that explains how the external environment through cognitive and psychological conditions influences individual actions. Data collection was carried out on 400 respondents in Indonesia who had made product purchases while watching live streaming shopping on Shopee and TikTok, which were divided into 200 respondents of Shopee users and 200 respondents of TikTok users. The collected data was analyzed using the PLS-SEM method with SmartPLS 3.0 software.The findings indicate differences in the impact of factors influencing impulsive buying behavior between consumers who engage in live streaming shopping on Shopee and TikTok. Anchor characteristics, promotional incentive information, and promotion time-limit positively and significantly affect both perceived trust and perceived value among viewers on these platforms. In contrast, online comments do not influence perceived trust and value on Shopee, while logistics services quality has no impact on these perceptions on TikTok. Additionally, the research demonstrated that perceived trust and perceived value significantly and positively influence the impulsive buying behavior of consumers who participate in live streaming shopping on both Shopee and TikTok."

"Aktivitas penjualan produk yang dilakukan lewat live-streaming menjadi terobosan baru dalam dunia online shopping. Hal ini didukung dengan banyaknya platform e-commerce yang memfasilitasi aktivitas penjualan produk secara live dengan menciptakan fitur live-streaming. Proses penjualan produk secara live-streaming ini menyebabkan adanya keterbatasan waktu dan perceived value bagi penonton sehingga dapat memicu perilaku pembelian secara impulsif. Penelitian ini dilakukan untuk menganalisis pengaruh tekanan waktu yang dihadapi serta peran perceived value dan emosi yang dirasakan oleh konsumen terhadap perilaku pembelian impulsif. Penelitian ini berjenis konklusif deskriptif cross-sectional dan menggunakan pendekatan teori S- O-R, dengan metode penelitian Partial Least Square-Structural Equation Method (PLS-SEM). Data dikumpulkan melalui survei yang dibagikan secara online kepada pembeli produk skincare di Shopee Live yang berusia 18 - 25 tahun di Indonesia. Sebanyak 327 responden berhasil dikumpulkan melalui survei dengan menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dari tekanan waktu terhadap perilaku pembelian impulsif yang dimediasi oleh perceived value. Penelitian ini diharapkan dapat membantu pelaku usaha maupun manajer dalam menentukan strategi penjualan produk saat live-streaming, khususnya bagi pelaku usaha produk skincare di Shopee Live.

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Product sales activities conducted through live-streaming have become a new breakthrough in the context of online shopping. The activity is supported by numerous e-commerce platforms that facilitate live product sales activities by creating a live-streaming feature. This live-streaming product sales process causes time pressures and perceived value for the audience which triggers impulsive buying behavior. This study aims to analyze the influence of time pressure, perceived value, and emotions on consumers’ impulsive buying behavior. This conclusive descriptive cross- sectional study uses the S-O-R theory approach, with the Partial Least Square-Structural Equation Method (PLS-SEM). Data was collected through a survey distributed online to the buyers of skincare products on Shopee Live, aged 18 – 25 years in Indonesia. A total of 327 respondents were successfully collected through surveys using purposive sampling techniques. The results of the study explains that there is a positive influence of time pressure on impulsive buying behavior mediated by perceived value. This study is expected to help businesses and managers in determining product sales strategies during live streaming, specifically for skincare product sellers on Shopee Live."

"Penelitian ini bertujuan untuk menganalisis pengaruh motivasi intrinsik dan keterlibatan berbelanja terhadap niat beli pengguna aplikasi Tokopedia dan Shopee, khususnya pada generasi Milenial dan Gen Z di Indonesia. Dengan menggunakan metode kuantitatif, penelitian ini mengkaji variabel-variabel seperti shopping gamification, focused attention, shopping enjoyment, dan socialness yang dikategorikan sebagai motivasi intrinsik. Pengaruh dari variabel-variabel ini terhadap shopping engagement dan intention to buy using mobile apps juga dieksplorasi. Selanjutnya, penelitian ini mengumpulkan data melalui survei daring terhadap 210 responden, dan dianalisis menggunakan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa sebagian besar hipotesis didukung oleh data, kecuali pengaruh focused attention terhadap shopping engagement yang tidak signifikan. Penelitian ini memberikan wawasan baru tentang perilaku konsumen online dan strategi pemasaran yang efektif untuk e-commerce. Selain itu, penelitian ini juga menyoroti peran langsung previous online shopping experience terhadap intention to buy using mobile apps, di mana hasilnya menunjukkan pengaruh positif. Namun, ketika previous online shopping experience berperan sebagai moderasi antara shopping engagement dan intention to buy using mobile apps, hasilnya menunjukkan pengaruh yang melemahkan. Implikasi manajerial dari temuan ini dapat membantu pengelola e-commerce dalam merancang strategi pemasaran yang lebih efektif dengan memanfaatkan motivasi intrinsik dan keterlibatan berbelanja untuk meningkatkan niat beli pengguna.

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This research aims to analyze the influence of intrinsic motivation and shopping engagement on the purchase intention of Tokopedia and Shopee app users, particularly among Millennials and Gen Z in Indonesia. Using quantitative methods, this research examines variables such as shopping gamification, focused attention, shopping enjoyment, and socialness, which are categorized as intrinsic motivation. The influence of these variables on shopping engagement and intention to buy using mobile apps is also explored. Furthermore, this research collected data through online surveys from 210 respondents and analyzed it using Structural Equation Modeling (SEM). The results show that most of the hypotheses are supported by the data, except for the influence of focused attention on shopping engagement, which is not significant. This research provides new insights into online consumer behavior and effective marketing strategies for ecommerce. Additionally, this research highlights the direct role of previous online shopping experience on the intention to buy using mobile apps, where the results show a positive influence. However, when previous online shopping experience acts as a moderator between shopping engagement and intention to buy using mobile apps, the results indicate a weakening effect. The managerial implications of these findings can help e-commerce managers design more effective marketing strategies by leveraging intrinsic motivation and shopping engagement to enhance user purchase intention."

"Penelitian ini bertujuan untuk menganalisis pengaruh customer-to-customer electronic word of mouth melalui TikTok terhadap purchase intention skincare product pada generasi Z di Indonesia. Media sosial merupakan media penyebaran electronic word of mouth. Dalam penelitian ini, peneliti ingin menginvestigasi faktor apa yang memengaruhi eWOM usefulness dan credibility dan mengapa konsumen mengadopsi eWOM sebelum melakukan pembelian. Penelitian ini merupakan penelitian kuantitatif dan dengan metode Partial Least Square – Structural Equation Modeling (PLS-SEM). Hasil dari penelitian ini menemukan bahwa aperceived persuasiveness, perceived informativeness, source expertise, dan source trustworthiness memiliki efek positif terhadap eWOM usefulness dan credibility dan pada akhirnya mempengaruhi purchase intention melalui mediasi.

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This study aims to analyze the influence of customer-to-customer electronic word of mouth via TikTok on the purchase intention of generation Z’s skincare products in Indonesia. Social media is a medium to spread electronic word of mouth. This research wants to investigate factors that affect eWOM’s usefulness and credibility and why consumers adopt eWOM before they make a purchase. The quantitative research was conducted using Partial Least Square - Structural Equation Modeling (PLS-SEM). According to the results, perceived persuasiveness, perceived informativeness, source expertise, and source trustworthiness have positive effects on eWOM's usefulness and credibility, then, through mediation, affect the purchase intention."

"Peningkatan jumlah pengguna e-commerce di Indonesia mendorong para penyedia layanan ecommerce terus menerus berupaya menghadirkan berbagai inovasi untuk membantu para penjual menciptakan pengalaman berbelanja yang lebih baik bagi para konsumen, salah satunya adalah dengan menghadirkan fitur live streaming. Penelitian ini secara spesifik meneliti penggunaan fitur live streaming oleh Shopee melalui fitur Shopee Live, dengan kriteria responden konsumen wanita berdomisili di Indonesia dan berusia dalam rentang 18 - 45 tahun ke atas, pengguna aktif Shopee dan pernah menonton dan membeli produk fesyen (busana) melalui Shopee Live. Responden yang berpartisipasi dalam penelitian ini sebanyak 210 orang. Data yang sudah berhasil dikumpulkan diolah menggunakan metode Structural Equation Modeling (SEM). Penelitian ini bertujuan untuk mengetahui pengaruh dari nilai utilitarian, hedonis dan simbolik yang dirasakan oleh konsumen ketika berbelanja melalui Shopee Live terhadap kepercayaan konsumen terhadap produk dan penjual serta keterlibatan konsumen. Hasil penelitian ini diantaranya nilai utilitarian dan simbolik secara positif mempengaruhi kepercayaan konsumen terhadap produk dan penjual, sementara nilai hedonis tidak berpengaruh positif terhadap kepercayaan konsumen baik terhadap produk maupun penjual, dan kepercayaan konsumen pada produk secara positif mempengaruhi kepercayaan konsumen pada penjual. Selanjutnya, nilai hedonis dan simbolik secara positif mempengaruhi keterlibatan konsumen, sementara itu nilai utilitarian dan kepercayaan konsumen baik pada produk dan penjual tidak berpengaruh positif terhadap keterlibatan konsumen.

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The increasing number of e-commerce users in Indonesia encourages e-commerce service providers to continuously strive to bring various innovations to help sellers create a better shopping experience for consumers, one of which is by presenting a live streaming feature. This study specifically examines the use of the live streaming feature by Shopee through the Shopee Live feature, with the criteria of female consumer respondents living in Indonesia and aged 18 - 45 years and over, active Shopee users and have watched and bought fashion products (clothing) through Shopee. Live. Respondents who participated in this study were 210 people. The data that has been collected is processed using the Structural Equation Modeling (SEM) method. This study aims to determine the effect of utilitarian, hedonic and symbolic values felt by consumers when shopping through Shopee Live on consumer confidence in products and sellers and consumer involvement. The results of this study include utilitarian and symbolic values positively affect consumer confidence in products and sellers, while hedonic values do not have a positive effect on consumer confidence in both products and sellers, and consumer confidence in products positively affects consumer confidence in sellers. Furthermore, hedonic and symbolic values positively affect consumer engagement, while utilitarian values and consumer confidence in both products and sellers do not have a positive effect on consumer engagement."

"ABSTRAKPenelitian ini bertujuan untuk mengetahui dan menjelaskan penerapan strategi content marketingyang dilakukan oleh Shopee Indonesia melalui fitur live streamingShopee Live. Penelitian ini menggunakan paradigma post-positivisme dan pendekatan kualitatif dengan strategi studi kasus. Hasil dari penelitian ini menunjukkan tiga pendekatan yang digunakan Shopee Live dalam mengembangkan strategi content maretingmereka, yaitu pendekatan konten yang menghibur, mengedukasi, dan melibatkan khalayak. Konten entertaimentmerupakan pendekatan utama yang menjadi key selling pointbagi Shopee Live dan membedakan dengan konten pada platformlainnya. Strategi content marketingyang dikembangkan Shopee Live memiliki keterkaitan dengan ekpektasi khalayak terhadap konten hiburan pada platformbelanja daring. Penerapan strategi content marketingShopee Live juga berimplikasi pada peningkatan leadsdi platform utama.

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ABSTRACT

This study aims to find out and explain the implementation of content marketing strategy by Shopee Indonesia through live streaming feature, Shopee Live. This research uses post-positivism paradigm and qualitative approach withcase study strategy. The results of this study indicate three approaches used by Shopee Live in developing their content marketing strategy, such as entertaining, educative, and engaging content. Entertainment content is the main approach and the key selling point that differentiates Shopee Live content with other platforms. Content marketing strategy developed by Shopee Live correlates to customer expectation towards entertainment content in mobile shopping application. The application of content marketing strategy through Shopee Live feature also has implications for increasing leads on the main paltform."