PENGARUH PRICE DISCOUNT, PRODUCT KNOWLEDGE, DAN TIME PRESSURE TERHADAP IMPULSE BUYING PADA FITUR SHOPEE LIVE
DOI:
https://doi.org/10.56127/jukim.v2i05.940Keywords:
Impulse Buying Decision, Price Discount, Product Knowledge, Time Pressure, Live Streaming ShoppingAbstract
Penelitian ini bertujuan untuk menginvestigasi prediktor impulse buying selama menonton shopee live di e-commerce shopee melalui dimensi price discount, time pressure dan product knowledge. Belanja online melalui live shopping sedang menjadi trend saat ini, dimana pengguna live shopping harus dapat mengambil keputusan selama live shopping tersebut berlangsung. Populasi yang digunakan dalam penelitian yaitu seluruh pengguna shopee live. Sementara sampel dalam penelitian ini menggunakan metode purposive sampling dengan kriteria usia produktif yang melakukan transaksi melalui Shopee live minimal dalam satu bulan terakhir. Adapun sampel penelitian berjumlah 125 responden yang didapatkan menggunakan rumus Hair et al. Selanjutnya peneliti akan menggunakan kuesioner sebagai instrumen pengambilan data. Sedangkan metode analisis data dalam penelitian ini menggunakan metode analisis kuantitatif dengan pendekatan deskriptif kausalitas. Data yang terkumpul kemudian akan diolah menggunakan SEM-PLS.
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