PENGARUH SOCIAL PRESENCE DAN SCARCITY TERHADAP IMPULSE BUYING MELALUI EMOTION PADA LIVE STREAMING E-COMMERCE SHOPEE LIVE

Antonius Kevin Tedry; Diyah Tulipa

doi:10.9744/pemasaran.19.1.31-45

Authors

Antonius Kevin Tedry Universitas Katolik Widya Mandala Surabaya
Diyah Tulipa Universitas Katolik Widya Mandala Surabaya

DOI:

https://doi.org/10.9744/pemasaran.19.1.31-45

Keywords:

social presence, scarcity, pleasure, arousal, impulse buying, S-O-R theory, live streaming, Shopee Live

Abstract

Penelitian ini bertujuan untuk menguji pengaruh dari Social Presence dan Scarcity terhadap Impulse Buying melalui Emotion dalam konteks live streaming e-commerce Shopee Live. Jumlah responden yang berhasil diperoleh dan diolah datanya sebesar 137 responden. Responden penelitian adalah berusia 17 tahun ke atas, domisili di Surabaya, pengguna Shopee Live dalam 3 bulan terakhir, dan pernah membeli produk fashion atau aksesoris. Alat yang dipakai untuk proses pengolahan data adalah pendekatan model struktural dengan teknik Partial Least Square (PLS-SEM). Hasil penelitian ini menunjukkan bahwa Emotion memediasi hubungan antara Social Presence dan Impulse Buying. Selain itu, Emotion juga memediasi hubungan antara Scarcity dan Impulse Buying.

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