MOTIF IMPLUSIVE BUYING PENGGUNA LIVE SHOPEE

KARMILA, KARMILA (2025) MOTIF IMPLUSIVE BUYING PENGGUNA LIVE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Technological developments in the digital world are growing rapidly, one of which is shopping applications online or better known as E-commerce. One of the biggest e-commerce currently is Shopee. The Shopee application provides various kinds of goods that are sold online online and there are superior features, namely live streaming. Concepts and theory using in this research are Persuasive Communication, Communication Motives, Impulsive Buying, Consumer Behavior, E-Commerce and Live Streaming, and finally the supporting theory of this research uses theory Public Relations. The research method used in this research is a case study with qualitative approach, using a constructivist paradigm because it is oriented on understanding reality reconstructed from experience and meaning society about the social world. Research subjects were selected purposively sampling based on several criteria until five informants were selected. Primary data obtained from in-depth interviews and observations of informants, then data secondary to documentation. Based on the research results, this research obtained the results that there are 4 kinds of impulsive buying motives for consumers when shopping at live streaming namely culture motives, social motives, personal motives and psychology motives. In culture motives, there are impulsive motives because of review product, in social motives there are impulsive motives of social media advertisement, in personal motives there are impulsive of discount price and in psycology motives there are impulsive motives because of free shipping. Keywords: Communication, Live Streaming, E-Commerce, Motive, Social Media. Perkembangan teknologi dalam dunia digital sangat berkembang pesat, salah satunya adalah aplikasi berbelanja online atau lebih dikenal dengan E-commerce. Salah satu e-commerce terbesar saat ini salah satunya adalah Shopee. Aplikasi Shopee menyediakan berbagai macam barang yang dijual secara online dan terdapat fitur unggulan yaitu live streaming. Konsep dan teori pendukung yang digunakan dalam penelitian ini meliputi : Komunikasi Persuasif, Motif Komunikasi, Impulsive Buying, Perilaku Konsumen, E-Commerce dan Live Streaming, dan yang terakhir teori pendukung dari penelitian ini menggunakan teori Public Relations. Metode penelitian yang digunakan dalam penelitian ini adalah studi kasus dengan pendekatan kualitatif, menggunakan paradigma kontruktivisme karena berorientasi pada pemahaman realita yang direkontruksi dari pengalaman dan pemaknaan masyarakat tentang dunia sosial. Subjek penelitian dipilih secara purposive sampling berdasarkan beberapa kriteria hingga terpilih lima informan. Data primer didapat dari wawancara mendalam dan observasi kepada informan, kemudian data sekunder dari dokumentasi. Berdasarkan hasil penelitian, penelitian ini memperoleh hasil bahwa terdapat 4 macam motif impulsive buying konsumen dalam berbelanja di live streaming yaitu motif kebudayaan, motif pribadi, motif sosial dan motif psikologi. Dalam motif kebudayaan terdapat motif impulsif ulasan produk, lalu motif pribadi terdapat motif impulsif diskon harga, lalu motif sosial terdapat motif impulsif iklan di media sosial dan motif psikologi terdapat motif impulsif gratis pengiriman. Kata Kunci : Komunikasi, Live Streaming, E-Commerce, Motif, Media Sosial.

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 083
NIM/NIDN Creators:	44219110124
Uncontrolled Keywords:	Komunikasi, Live Streaming, E-Commerce, Motif, Media Sosial.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	06 Mar 2025 05:42
Last Modified:	06 Mar 2025 05:42
URI:	http://repository.mercubuana.ac.id/id/eprint/94677

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