Awaliah, Agustin Nur (2025) PENGARUH LIVE STREAMING, FLASH SALE, DAN CUSTOMER TRUST TERHADAP IMPULSE BUYING (Studi Pada Konsumen yang Membeli Produk Kosmetik Glad2Glow Perfect Cover Cushion Pada Aplikasi Shopee di Sidoarjo). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
The development of digital technology has transformed consumer behavior from traditional shopping to online shopping. Shopee, as a leading e-commerce platform in Southeast Asia, has experienced a significant increase in traffic since 2021. Strategies such as live streaming and flash sales are often utilized by businesses, including the cosmetic brand Glad2glow, to attract consumers and trigger impulse buying. This study aims to analyze the influence of live streaming, flash sales, and customer trust on the impulse buying behavior of consumers purchasing Glad2glow Perfect Cover Cushion products on Shopee. This research uses a quantitative approach with data collected through an online survey by distributing questionnaires. The sample consisted of 110 Shopee users residing in Sidoarjo. Data analysis was carried out using SPSS version 30. The results show that simultaneously, the three variables have a significant influence on impulse buying. However, partially, only flash sales have a significant effect, while live streaming and customer trust do not. These findings highlight the importance of time-limited promotions in driving impulse buying in e-commerce. Keywords: live streaming, flash sale, customer trust, Impulse buying, Shopee.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Agustin Nur Awaliah | ||||||||
| Date Deposited: | 12 Jun 2025 04:05 | ||||||||
| Last Modified: | 16 Jun 2025 02:33 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37410 |
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