Hubungan Live Streaming dengan Impulse Buying pada Pembelian Produk Somethinc Official Shop di Shopee Indonesia

Natalie, Lucya (2025) Hubungan Live Streaming dengan Impulse Buying pada Pembelian Produk Somethinc Official Shop di Shopee Indonesia. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The phenomenon of online shopping has increased awareness of facial skin health and beauty, so that the demand for beauty products is increasing with the presence of shopping features via live streaming. This phenomenon can attract consumers to make purchasing decisions for a product without thinking twice so that it can encourage impulse buying behavior. The purpose of this study was to determine the relationship between live streaming and impulse buying in purchasing Somethinc Official Shop products on one of the e-commerce sites, namely Shopee Indonesia. This research method is associative quantitative. This research was tested using the Elaboration Likelihood Model theory. Data collection was carried out by distributing questionnaires via Google Forms to 96 respondents who were members of the Warta Kota Somethinc Town community, using a purposive sampling technique. The results of this research indicate that live streaming has no significant relationship with impulse buying. The results of this research indicate that live streaming has a positive impact on the shopping experience, but impulse buying behavior is still influenced by emotional and situational factors.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Rahmawati, Dian Hutami NIDN0020099401 dian.hutami.ilkom@upnjatim.ac.id
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products
Divisions:	Faculty of Social and Political Sciences > Departement of Communication
Depositing User:	Lucya Natalie
Date Deposited:	12 Jun 2025 04:31
Last Modified:	12 Jun 2025 04:31
URI:	https://repository.upnjatim.ac.id/id/eprint/37315

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