AURELIA, AMANDA PUTRI (2025) PENGARUH SIARAN LANGSUNG, POTONGAN HARGA, GAYA HIDUP BERBELANJA TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA PENGGUNA APLIKASI SHOPEE (Studi pada masyarakat Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study investigates the influence of live streaming, price discounts, and shopping lifestyle on impulsive buying behavior among Shopee users in West Jakarta. The research is motivated by the growing trend of e-commerce activities and the need to understand consumer behavior in digital shopping environments. A quantitative research design was employed, using purposive sampling methods to survey 160 Shopee users through online questionnaires. The variables analyzed include live streaming, price discount, shopping lifestyle as independent variables, and impulsive buying as the dependent variable. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess validity, reliability, and structural path relationships. The findings reveal that shopping lifestyle has a significant and positive effect on impulsive buying behavior, indicating that individuals with a higher propensity for shopping are more likely to make unplanned purchases. However, live streaming and price discount were found to have no significant impact on impulsive buying. This suggests that while marketing strategies like live streaming and discounts are widely used, their effectiveness in triggering impulse buying is limited unless aligned with consumers’ shopping lifestyles. The study emphasizes the importance for marketers and platform managers to target segments with high shopping lifestyles and develop campaigns that appeal to emotional and habitual aspects of shopping. Future research is suggested to expand the sample size and geographic scope for broader generalizability. The study contributes to the literature on digital consumer behavior and offers practical insights for e-commerce practitioners aiming to boost impulsive purchases. Keywords : Live streaming, discount, shopping lifestyle, impulsive buying, Shopee. Penelitian ini bertujuan untuk mengkaji pengaruh siaran langsung, potongan harga, dan gaya hidup berbelanja terhadap perilaku pembelian impulsif pada pengguna Shopee di Jakarta Barat. Latar belakang penelitian adalah meningkatnya aktivitas e-commerce dan perlunya pemahaman perilaku konsumen di lingkungan belanja digital. Penelitian menggunakan pendekatan kuantitatif dengan metode purposive sampling terhadap 160 responden pengguna Shopee melalui kuesioner online. Variabel yang dianalisis meliputi siaran langsung, potongan harga, gaya hidup berbelanja sebagai variabel independen, serta pembelian impulsif sebagai variabel dependen. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji validitas, reliabilitas, dan hubungan antar variabel. Hasil penelitian menunjukkan bahwa gaya hidup berbelanja berpengaruh positif dan signifikan terhadap perilaku pembelian impulsif, menandakan bahwa individu dengan kecenderungan berbelanja tinggi lebih mungkin melakukan pembelian tidak terencana. Namun, siaran langsung dan potongan harga tidak berpengaruh signifikan terhadap pembelian impulsif. Hal ini mengindikasikan bahwa strategi pemasaran seperti siaran langsung dan potongan harga kurang efektif memicu impuls beli jika tidak selaras dengan gaya hidup berbelanja konsumen. Penelitian ini menekankan pentingnya bagi pemasar dan pengelola platform untuk menargetkan segmen dengan gaya hidup belanja tinggi dan merancang kampanye yang membangkitkan aspek emosional dan kebiasaan belanja. Penelitian selanjutnya dianjurkan untuk memperluas ukuran sampel dan jangkauan geografis agar hasilnya lebih general. Studi ini memberikan kontribusi pada literatur perilaku konsumen digital serta memberikan wawasan praktis bagi pelaku e-commerce dalam meningkatkan pembelian impulsif. Kata Kunci : Siaran langsung, potongan harga, gaya hidup berbelanja, perilaku pembelian impulsif, Shopee
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121010314 |
| Uncontrolled Keywords: | Siaran langsung, potongan harga, gaya hidup berbelanja, perilaku pembelian impulsif, Shopee |
| 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 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.8 Interest and Discount/Bunga Bank dan Diskon |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 31 Mar 2026 07:53 |
| Last Modified: | 31 Mar 2026 07:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101824 |
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