PRATIWI, YOHANITA MAYANG (2026) PENGARUH FLASH SALE, VOUCHER GRATIS ONGKIR, DAN TIME PRESSURE DALAM LIVE STREAMING SHOPEE TERHADAP IMPULSE BUYING GENERASI ZOOMERS. S1 thesis, Universitas Mercu Buana Jakarta.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB 1.pdf Restricted to Registered users only Download (233kB) |
|
|
Text (HAL COVER)
COVER.pdf Download (659kB) | Preview |
|
|
Text (BAB II)
BAB 2.pdf Restricted to Registered users only Download (424kB) |
|
|
Text (BAB III)
BAB 3.pdf Restricted to Registered users only Download (277kB) |
|
|
Text (BAB IV)
BAB 4.pdf Restricted to Registered users only Download (493kB) |
|
|
Text (BAB V)
BAB 5.pdf Restricted to Registered users only Download (189kB) |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (266kB) |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Registered users only Download (625kB) |
Abstract
This study aims to examine the influence of Flash Sale, Free Shipping Vouchers, and Time Pressure in Shopee Live Streaming on the Impulse Buying behavior of the Zoomers Generation in DKI Jakarta. The respondents in this study were individuals from the Zoomers Generation who had made purchases through the live streaming feature on the Shopee platform . The data used in this study were primary data. The data collection methods employed were questionnaires and surveys. The population of this study consisted of Zoomers Generation consumers residing in DKI Jakarta. The sample was selected using a non-probability sampling technique with a purposive sampling method based on several criteria, namely individuals belonging to the Zoomers Generation (born between 1997–2012), residing in DKI Jakarta, and having made purchases after watching Shopee live streaming sessions. This study involved 200 respondents, with the sample size determined using the Hair et al. formula. The data analysis method applied in this study was statistical analysis using SEM-PLS 4.1. The results of this study indicate that Flash Sale has a positive and significant effect on Impulse Buying. Free Shipping Vouchers have a positive and significant effect on Impulse Buying. Time Pressure also has a positive and significant effect on Impulse Buying. Keywords: Flash Sale, Free Shipping Voucher, Time Pressure, Impulse buying, Generation Zoomers Penelitian ini bertujuan untuk mengetahui pengaruh Flash Sale, Voucher Gratis Ongkir, dan Time Pressure dalam Live streaming Shopee Terhadap Impulse buying Generasi Zoomers di DKI Jakarta. Responden pada penelitian ini adalah Individu dari kalangan Generasi Zoomers yang telah melakukan pembelian melalui fitur live streaming di platform Shopee. Data yang digunakan dalam penelitian ini adalah data primer. Metode pengumpulan data yang digunakan adalah kuisioner dan pelaksanaan survei. Populasi dalam penelitian ini adalah konsumen Generasi Zoomers yang berada di DKI Jakarta. Sampel dalam penelitian ini diambil dengan menggunakan teknik non probability sampling dengan menggunakan metode purposive sampling berdasarkan kriteria tertentu diantaranya Generasi Zoomers (lahir tahun 1997-2012), berdomisili di DKI Jakarta, dan pernah melakukan pembelian setelah menyaksikan live streaming Shopee. Penelitian ini dilakukan terhadap 200 responden dengan menggunakan rumus hair et al. Analisis data yang digunakan adalah statistic dalam bentuk SEM-PLS 4.1. Hasil dari penelitian ini menunjukkan bahwa Flash Sale berpengaruh positif dan signifikan terhadap Impulse Buying. Voucher Gratis Ongkir berpengaruh positif dan signifikan terhadap Impulse Buying. Time Pressure berpengaruh positif dan signifikan terhadap Impulse Buying. Kata Kunci : Flash Sale, Voucher Gratis Ongkir, Time Pressure, Impulse buying, Generasi Zoomers.
Actions (login required)
 |
View Item |
