STIMULUS–RESPONSE: PERAN SOCIAL PRESENCE PADA IMPULSIVE BUYING PADA LIVE STREAMING COMMERCE
Keywords:
Social Presence, Social Presence of Live Streamer, Social Presence of Other Viewers, Social Presence of Product, Impulsive Buying BehaviorAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh social presence terhadap impulsive buying behavior dalam konteks live streaming commerce pada platform Shopee Live. Social presence diukur melalui tiga elemen: social presence of streamer, other viewers, dan product. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 130 responden, yaitu mahasiswa aktif Fakultas Ilmu Administrasi Universitas Brawijaya yang merupakan pengguna Shopee Live. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa social presence secara simultan berpengaruh positif terhadap impulsive buying behavior. Secara parsial, social presence of streamer dan other viewers berpengaruh positif dan signifikan, sementara social presence of product tidak menunjukkan pengaruh signifikan. Temuan ini mengindikasikan bahwa interaksi yang hangat dan personal dalam live streaming commerce dapat meningkatkan kerentanan konsumen terhadap pembelian impulsif. Studi ini memberikan implikasi praktis bagi pelaku e-commerce untuk mengoptimalkan elemen social presence dalam strategi pemasaran berbasis live streaming.
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