Siti Sukma Rahmawati, - (2024) PENGARUH LIVE STREAMING SHOPPING KOLABORASI TOKOPEDIA DAN TIKTOK DALAM TERCIPTANYA E-IMPULSE BUYING MELALUI HEDONIC. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh live streaming shopping kolaborasi Tokopedia dan Tiktok dalam terciptanya e-impulse buying pada pengguna e-commerce Tokopedia. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode yang digunakan pada penelitian ini adalah simple random sampling dengan ukuran sampel sebanayak 200 responden. Data diolah secara statistik menggunakan metode Structural Equation Modelling (SEM) dengan menggunakan program AMOS for Windows. Hasil penelitian ini menemukan bahwa gambaran live streaming shopping kolaborasi Tokopedia dan Tiktok, dan e-impulse buying berada pada kategori sangat tinggi, sedangkan hedonic berada pada kategori tinggi. Live streaming shopping kolaborasi Tokopedia dan Tiktok memiliki pengaruh positif dan signifikan terhadap e-impulse buying melalui hedonic. Temuan pada penelitian ini menegaskan bahwa implementasi live streaming shopping kolaborasi Tokopedia dan Tiktok pada e-commerce Tokopedia melalui perilaku hedonic mampu meningkatkan e-impulse buying pada pengguna Tokopedia.
This research aims to obtain an overview and influence of live streaming shopping collaboration Tokopedia and Tiktok in creating e-impulse buying on e-commerce Tokopedia users. This research uses descriptive and verification research with a quantitative approach. The method used in this research was simple random sampling with a sample size of 200 respondents. The data was processed statistically using the Structural Equation Modelling (SEM) method using the AMOS for Windows program. The result of this research found that the description of live streaming shopping collaboration Tokopedia and Tiktok and e-impulse buying were in the very hight category, while hedonic were in the high category. Live streaming shopping collaboration tokopedia and tiktok has a positive and significant influence on e-impulse buying through hedonic. The findings in this study confirm that the implementation of live streaming shopping collaboration Tokopedia and Tiktok on e-commerce Tokopedia through hedonic behavior can increase e-impulse buying in Tokopedia users.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=ohsFPNsAAAAJ ID SINTA Dosen Pembimbing: Lili Adi Wibowo: 5984836 Lisnawati: 5986471 |
| Uncontrolled Keywords: | Live Streaming Shopping Kolaborasi Tokopedia dan Tiktok, Hedonic, E-impulse Buying Live Streaming Shopping Collaboration Tokopedia and Tiktok, Hedonic, E-Impulse Buying |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | - Siti Sukma Rahmawati |
| Date Deposited: | 17 Sep 2024 05:12 |
| Last Modified: | 17 Sep 2024 05:12 |
| URI: | http://repository.upi.edu/id/eprint/125182 |
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