Septiani, Thasia (2025) PENGARUH LIVE STREAMING SHOPPING TERHADAP PEMBELIAN IMPULSIF (Studi Pembelian Produk Matahari Oleh Pengguna Shopee Di Kalangan Mahasiswa Fakultas Ilmu Komunikasi Angkatan 2021 Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh live streaming shopping terhadap pembelian impulsif pada produk Matahari. Live streaming shopping merupakan aktivitas penjualan produk secara real-time, di mana streamer memperlihatkan berbagai aspek dari produk dan mendorong penonton untuk melakukan pembelian. Metode penelitian yang digunakan adalah non-probability sampling dengan teknik purposive sampling. Sampel dalam penelitian ini adalah mahasiswa/i Fakultas Ilmu Komunikasi angkatan 2021 Universitas Mercu Buana yang memenuhi kriteria yang telah ditentukan oleh peneliti. Sampel pada penelitian ini berjumlah 90 Responden. Hasil penelitian menunjukkan bahwa tingkat hubungan korelasi antara live streaming shopping dan pembelian impulsif berada di angka 0,625, yang menunjukkan hubungan positif dengan tingkat hubungan yang cukup kuat. Nilai probabilitas signifikansi sebesar 0,001 (< 0,05) dan nilai t hitung sebesar 7,919 (> t tabel 1,660), sehingga dapat disimpulkan bahwa Ho ditolak dan Ha diterima, yang berarti bahwa live streaming shopping berpengaruh positif dan signifikan terhadap pembelian impulsif. Hasil uji koefisien determinasi menunjukkan nilai R Square (R²) sebesar 0,390 atau 39%, yang berarti bahwa variabel live streaming shopping mempengaruhi variabel pembelian impulsif sebesar 39%, sedangkan sisanya 61% dipengaruhi oleh faktor lain yang tidak termasuk dalam penelitian ini. This study aims to determine the extent of the influence of live streaming shopping on impulsive buying behavior for Matahari products. Live streaming shopping is a real-time product sales activity where streamers showcase various aspects of the product and encourage viewers to make purchases. The research method employed is non-probability sampling using purposive sampling techniques. The sample in this study consists of students from the 2021 cohort of the Faculty of Communication Sciences, Universitas Mercu Buana, who meet the criteria set by the researcher. The sample in this study consists of 90 respondents. The results indicate that the correlation coefficient between live streaming shopping and impulsive buying is 0.625, demonstrating a positive correlation with a moderately strong relationship. The significance probability value is 0.001 (< 0.05), and the calculated t-value is 7.919 (> t-table value of 1.660). Thus, it can be concluded that the null hypothesis (Ho) is rejected and the alternative hypothesis (Ha) is accepted, meaning that live streaming shopping has a positive and significant influence on impulsive buying behavior. The coefficient of determination (R²) test results show an R² value of 0.390, indicating that the live streaming shopping variable influences the impulsive buying variable by 39%, while the remaining 61% is influenced by other factors not included in this study.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44321010003 |
| Uncontrolled Keywords: | Live Streaming Shopping, Pembelian Impulsif, E-commerce, Real-time Live Streaming Shopping, Impulsive Buying, E-Commerce. Real-Time |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | OKTAFIYANI AZ ZAHRO |
| Date Deposited: | 11 Mar 2025 08:32 |
| Last Modified: | 11 Mar 2025 08:32 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94802 |
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