Salwanisa, Estetia Adistsany (2024) Pengaruh Live Streaming Shopping, Promosi Event Tanggal Kembar dan E-WOM terhadap Impulse Buying Gen Z Pengguna E-Commerce Shopee di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The use of live streaming as a marketing and sales medium, extensive promotions, and E-WOM practices have become trends that increasingly influence impulse buying behavior. This research aims to determine the impact of live-streaming shopping, double-date promotional events, and E-WOM on the impulse buying behavior of Gen Z users on the Shopee e-commerce platform. The study involved 97 respondents who are Shopee users in Surabaya, selected using purposive sampling based on criteria such as being Gen Z, residing in Surabaya, making transactions through live streaming shopping, and participating in double-date promotional events. Data analysis was conducted using the Partial Least Square (PLS) approach with SmartPLS software. The results indicate that Live Streaming Shopping and E-WOM do not influence the impulse buying behavior of Gen Z users on the Shopee platform in Surabaya, while Double-Date Promotional Events do contribute to impulse buying. These findings align with the research by Sari & Kadi (2023), which showed that live streaming does not significantly affect impulse buying, Prasetio & Muchnita (2022), which found that sales promotions influence impulse buying, and Puspita & Moniko (2022), which indicated that E-WOM does not significantly impact impulse buying.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Estetia Adistsany Salwanisa | ||||||||
| Date Deposited: | 22 Jul 2024 02:03 | ||||||||
| Last Modified: | 22 Jul 2024 02:03 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26553 |
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