PENGARUH INFORMATION QUALITY TERHADAP IMPULSIVE BUYING BEHAVIOR MELALUI LIVE STREAMING: Survei terhadap Konsumen yang Membeli Produk Somethinc melalui Shopee Live

Cerri Cantika, - (2024) PENGARUH INFORMATION QUALITY TERHADAP IMPULSIVE BUYING BEHAVIOR MELALUI LIVE STREAMING: Survei terhadap Konsumen yang Membeli Produk Somethinc melalui Shopee Live. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh information quality terhadap impulsive buying behavior melalui live streaming pada Konsumen yang Membeli Produk Somethinc melalui Shopee Live. Jenis penelitian yang digunakan yakni deskriptif dan verifikatif. Pendekatan pada penelitian ini menggunakan pendekatan kuantitatif dan menggunakan metode simple random sampling dengan mengumpulkan data dari 200 responden. Pengolahan data dilakukan menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa information quality secara langsung berpengaruh
positif dan signifikan terhadap impulsive buying behavior dan live streaming shopping, tetapi information quality tidak memiliki pengaruh positif dan signifikan secara tidak langsung terhadap impulsive buying behavior, serta live streaming
shopping tidak berpengaruh langsung terhadap impulsive buying behavior. Implikasi penelitian ini menunjukkan bahwa peningkatan information quality dapat mendorong efektivitas live streaming shopping dan mampu mendorong impulsive
buying behavior pada konsumen yang membeli produk Somethinc melalui Shopee Live.

This research aims to obtain an overview and influence of information quality on impulsive buying behavior through live streaming for consumers who buy Somethinc via Shopee Live. The type of research used is descriptive and verification. The approach to this research uses a quantitative approach and uses a simple random sampling method by collecting data from 200 respondents. Data processing was carried out using the Structural Equation Modeling (SEM) method. The research results show that information quality directly has a positive and significant effect on impulsive buying behavior and live streaming shopping, but information quality does not have an indirect positive and significant effect on impulsive buying behavior, and live streaming shopping does not have a direct
effect on impulsive buying behavior. The implications of this research show that increasing information quality can encourage the effectiveness of live streaming shopping and can encourage impulsive buying behavior in consumers who buy Somethinc products via Shopee Live.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing: Lili Adi Wibowo: 5984836 Dita Amanah: 5976422
Uncontrolled Keywords:	information quality, live streaming shopping, impulsive buying behavior
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Cerri Cantika
Date Deposited:	11 Sep 2024 09:44
Last Modified:	11 Sep 2024 09:44
URI:	http://repository.upi.edu/id/eprint/123966

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