Syahza Zhahra Hanifah, - (2024) APAKAH ADANYA PRICE DISCOUNT DAN LIVE STREAMING DAPAT MENDORONG IMPULSE BUYING PADA PRODUK AZARINE DI SHOPEE? DIMEDIASI OLEH PERCEIVED VALUE: Survei Pada Generasi Z Di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Perkembangan internet di Indonesia telah melahirkan berbagai platform e-commerce yang mendukung gaya hidup yang semakin modern dan praktis. Seiring dengan kemajuan ini, transaksi jual beli online semakin meningkat, yang seringkali mendorong perilaku pembelian impulsif di kalangan pengguna. Namun, terdapat fenomena di mana tingkat impulse buying generasi Z masih tergolong rendah. Fenomena ini dapat diatasi dengan berbagai pendekatan, termasuk pemanfaatan fitur price discount dan live streaming, serta peningkatan perceived value konsumen. Penelitian ini bertujuan untuk mengeksplorasi kinerja price discount dan live streaming, serta hubungannya dengan perceived value dan perilaku impulse buying. Selain itu, penelitian ini akan mengkaji bagaimana price discount dan live streaming memengaruhi perilaku impulse buying terhadap produk Azarine di Shopee, dengan menggunakan mediasi perceived value di kalangan generasi Z di Kota Bandung. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Sampel penelitian terdiri dari 384 responden generasi Z di kota Bandung yang merupakan pengguna aktif Shopee, mengikuti akun Shopee Azarine, serta pernah membeli dan menonton live streaming Azarine. Hasil penelitian menunjukkan bahwa gambaran mengenai price discount, live streaming, dan perceived value di Shopee Azarine, serta tingkat perilaku impulse buying generasi Z, berada dalam kategori cukup tinggi. Selain itu, terdapat pengaruh positif dan signifikan antara price discount dan live streaming di Shopee Azarine terhadap impulse buying generasi Z melalui mediasi perceived value. Berdasarkan hasil tersebut, Azarine perlu mengoptimalkan besaran diskon, meningkatkan interaksi antar costumer selama live streaming, serta memperhatikan emotional value yang dirasakan konsumen untuk mendorong pembelian produk secara lebih impulsive dan efektif. The development of the internet in Indonesia has given birth to various e-commerce platforms that support an increasingly modern and practical lifestyle. Along with this progress, online buying and selling transactions are increasing, which often encourages impulsive buying behavior among users. However, there is a phenomenon where the level of impulsive buying of generation Z is still relatively low. This phenomenon can be overcome with various approaches, including the use of price discount and live streaming features, as well as increasing consumer value perceptions. This study aims to explore the performance of price discounts and live streaming, as well as a summary with perceived value and impulsive buying behavior. In addition, this study will examine how price discounts and live streaming affect impulsive buying behavior towards Azarine products on Shopee, using the mediation of value perception among generation Z in Bandung City. This study uses a quantitative method with a descriptive and verification approach. The research sample consisted of 384 generation Z respondents in Bandung City who are active Shopee users, follow the Shopee Azarine account, and have bought and watched Azarine live streaming. The results of the study show that the description of price discounts, live streaming, and perceived value on Shopee Azarine, as well as the level of impulsive buying behavior of generation Z, are in the fairly high category. In addition, there is a significant positive influence between price discounts and live streaming on Shopee Azarine on impulsive purchases of generation Z through perceived value mediation. Based on these results, Azarine needs to optimize big discounts, increase interactions between customers during live streaming, and pay attention to the emotional value felt by consumers to encourage product purchases more effectively
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_articles&hl=id&imq=Syahza+Zhahra+Hanifah&authuser=1# ID SINTA Dosen Pembimbing Mokh. Adib Sultan: 6002446 Heny Hendrayati: 5994544 |
| Uncontrolled Keywords: | Live Streaming, Price Discount, Impulse Buying, Perceived Value |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Syahza Zhahra Hanifah |
| Date Deposited: | 27 Sep 2024 09:23 |
| Last Modified: | 27 Sep 2024 09:23 |
| URI: | http://repository.upi.edu/id/eprint/126179 |
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