Hasil Pencarian  ::  Simpan CSV :: Kembali

"Live streaming telah menjadi salah satu strategi pemasaran yang populer digunakan oleh para pemasar untuk memperkenalkan produk kepada konsumen secara real-time. Para pemasar aktif mengeksplorasi faktor-faktor eksternal yang dapat merangsang intensitas pembelian, terutama dalam konteks perilaku pembelian impulsif di kalangan konsumen. Meskipun penelitian sebelumnya telah mengidentifikasi beberapa faktor eksternal yang mempengaruhi intensitas pembelian, belum banyak penelitian yang mengeksplorasi penggabungan stimulus eksternal psikologis dengan strategi pemasaran berkelanjutan. Oleh karena itu penelitian ini bertujuan untuk mengatasi kesenjangan tersebut dengan menyelidiki munculnya intensitas yang dihasilkan dari stimulus eksternal psikologis dan strategi pemasaran berkelanjutan sebagai faktor eksternal. Dengan menggunakan kerangka kerja Stimulus-Organisme-Respons (SOR), penelitian ini mengeksplorasi bagaimana faktor-faktor eksternal seperti Demand, Interactivity, E-commerce anchor attributes, Playfulness, Perceived scarcity, Immersion dan Convenience, yang kemudian mempengaruhi perceived enjoyment serta involvement dalam perilaku pembelian impulsif dalam lanskap e-commerce di Indonesia. Penelitian ini melibatkan 393 responden yang telah mengalami dan menikmati fitur belanja live streaming dan melakukan pembelian di platform e-commerce. Analisis dilakukan menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Atribut E-commerce, Kesenangan, Persepsi kelangkaan, Imersi, dan Kenyamanan berpengaruh positif terhadap kenikmatan yang dirasakan dan interaktivitas, yang pada gilirannya mempengaruhi perilaku pembelian impulsif. Namun, Permintaan dan Kenyamanan tidak memiliki pengaruh positif yang signifikan. Penelitian ini bertujuan untuk memperdalam pemahaman tentang perilaku konsumen dalam lanskap ecommerce yang berkembang, serta peran host live streaming dalam mempengaruhi keputusan pembelian, dan untuk mengatasi kesenjangan penelitian sebelumnya dengan mempertimbangkan berbagai faktor eksternal dan hubungan mereka.

---

Live streaming features have become a popular marketing strategy used by marketers to introduce their products in real time. Marketers are actively exploring external factors that may induce purchase intensity, particularly in the context of impulsive buying behavior among consumers. Previous studies have identified several isolated external factors that are examined further and seen to have an influence on increasing purchase intensity. However, none have proposed a combination that would allow for the examination of psychological external stimuli with the addition of sustainability marketing strategies. This study aims to fill this gap by exploring the emergence of intensity using psychological external stimuli and sustainability marketing strategies as external factors. Utilizing the Stimulus Organism Response (SOR) framework, this research explores how external factors such as Demand, Interactivity, Ecommerce Anchor Attributes, Playfulness, Perceived Scarcity, Immersion, and Convenience influence perceived enjoyment and involvement in impulsive buying behavior in e-commerce in Indonesia. A total of 393 respondents who have experienced and enjoyed live streaming shopping features and made purchases on one e-commerce platform were used. Analysis was conducted using SmartPLS 4.0. The results show that E-commerce Anchor Attributes, Playfulness, Perceived Scarcity, Immersion, and Convenience have a positive influence on perceived enjoyment and interactivity, which in turn positively affect impulsive buying behavior. However, one variable of demand and both convenience variables were found to have no positive influence. This study aims to provide a deeper understanding of consumer behavior in the evolving e-commerce context, as well as the role of live streaming hosts in directing purchase decisions, and fills a gap in previous research that only used one external factor and placed only one organism relationship."

"Konsumen merupakan inti dari penjualan perusahaan Perilaku pembelian konsumen telah diteliti oleh banyak peneliti di dunia, penelitian membagi pembelian oleh konsumen menjadi dua yaitu planned buying dan unplanned buying. Unplanned buying dapat disebabkan karena munculnya sisi impulsif dari konsumen di saat terjadinya proses pembelian yang dapat menyebabkan munculnya impulsive buying behavior. Perusahaan dapat meningkatkan faktorfaktor pendorong konsumen melakukan pembelian secara impulsif. Dengan meningkatkan faktor-faktor pendorong pembelian secara impulsif, perusahaan dapat meningkatkan penjualan. Hasil penelitian menunjukkan bahwa fashion involvement dan positive emotion dapat mempengaruhi fashion-oriented impulsive buying behavior konsumen Indonesia sedangkan hedonic consumption tendency tidak mempengaruhi fashion-oriented impulsive buying.

---

Consumers are the core of company?s sales. Consumer buying behavior has been studied by many researchers; its can be divided into two categories. First is planned buying and second is unplanned buying. Unplanned buying can be caused due to emergence of impulsive side of the consumer when the purchase process happened. This also leads to impulsive buying behavior, by increasing the driving factors of an impulsive purchase, sales could increase. Result showed that fashion involvement and positive emotion can influence the fashion-oriented impulsive buying behavior in Indonesia, while hedonic consumption tendency don?t affect the fashion-oriented impulsive buying."

"Penelitian ini meneliti bagaimana aspek fungsional dan psikologis Online Customer Service Experience (OCSE) mempengaruhi pembelian impulsif online pada platform e-commerce. Penelitian ini menguji peran mediasi loyalitas sikap (Attitudinal loyalty) pelanggan terhadap OCSE dan pembelian impulsif online, dan peran moderasi pengendalian diri (self-control) konsumen terhadap loyalitas sikap (Attitudinal loyalty) dan pembelian impulsif. Penelitian ini memperoleh 260 responden yang berusia 17-50 tahun yang memiliki pengalaman menggunakan e-commerce sebelumnya. Pengambilan data menggunakan metode survei dngan kuesioner yang disebarkan secara daring melalui Whatsapp dan Line. Pengolahan data dilakukan menggunakan PLS-SEM, hasil penelitian menunjukkan pengaruh dimensi OCSE dan pembelian impulsif online, dengan loyalitas sikap (Attitudinal loyalty) bertindak sebagai mediator dan tidak ada efek moderasi dari pengendalian diri (self-control). Studi ini berkontribusi pada literatur teoritis tentang pembelian impulsif online dan pengalaman pelanggan, dan menekankan untuk mempertimbangkan tidak hanya aspek fungsional platform tetapi juga faktor psikologis yang memengaruhi pengalaman belanja konsumen.

---

This study explores how the functional and psychological aspects of the Online Customer Service Experience (OCSE) affect online impulsive buying on e-commerce platforms. This research examines the mediating role of customers' attitudinal loyalty between the OCSE and online impulsive buying, and the moderating role of customers' self-control between attitudinal loyalty and impulsive buying. The research received 260 respondents aged 17-50 with prior e-commerce experience. The research data is collected through online survey that is distributed through Whatsapp and Line. Using PLS-SEM, the findings show an influence between the OCSE dimensions and online impulsive buying, with attitudinal loyalty acting as a mediator and no moderating effect is found from self-control. The study contributes to the theoretical literature on online impulsive buying and customer experience and highlights the importance of considering not just the functional aspects of the platform but also the psychological factors that influence user experience."

"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.

---

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."