LEBIH DARI SEKEDAR DISKON
PERAN CUSTOMER ENGAGEMENT DALAM MENDORONG IMPULSIVE BUYING TENDENCY DI SHOPEE LIVE SHOPPING
DOI:
https://doi.org/10.9744/pemasaran.19.2.149-160Keywords:
product information quality, customer engagement, deal proneness, impulsive buying tendency, live shopping, Shopee liveAbstract
Penelitian ini menginvestigasi hubungan antara Product Information Quality, Customer Engagement, Deal Proneness, dan Impulsive Buying Tendency dalam konteks live shopping. Melalui metode survei menggunakan self-administered questionnaire didistribusikan melalui pesan media sosial, 160 respon diperoleh dan dapat diolah. Teknik analisa Structural Equation Modeling menggunakan metode Partial Least Square memberikan bukti empiris bahwa Product Information Quality tidak berpengaruh langsung terhadap Impulsive Buying Tendency, yang mengindikasikan peran mediasi sempurna Customer Engagement. Deal Proneness juga tidak memoderasi pengaruh Customer Engagement terhadap Impulsive Buying Tendency.
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Copyright (c) 2025 Laurencia Vivian Nugroho, Ferry Jaolis
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