Pengaruh Perceived Value Dan Perceived Trust Terhadap Impulsive Buying Pada Live Streaming Shopee (Survei Pada Pengguna aplikasi Shopee di Indonesia)
Abstract
The rapid development of digital technology has driven the transformation of consumer behavior, especially in shopping activities through live streaming-based e-commerce platforms. Shopee Live as one of the most popular live streaming commerce features in Indonesia offers an interactive shopping experience that has the potential to trigger impulsive buying behavior. This study aims to analyze the influence of perceived value and perceived trust on impulsive buying in Shopee Live Streaming users in Indonesia. This study uses a quantitative approach with a survey method of 400 respondents who have made purchases through the live streaming feature. The data was analyzed using the Structural Equation Modeling Partial Least Squares (SEM-PLS) method through the SmartPLS application. The results of the descriptive analysis show that perceived value, perceived trust, and impulsive buying are in the "Good" category. The results of the structural model test showed an R-square value of 0.62, which means that perceived value and perceived trust were simultaneously able to explain 62% of the variation in impulsive buying behavior. The hypothesis test proved that perceived value had a positive and significant effect on impulsive buying (β = 0.45; p < 0.05), as well as perceived trust which had a positive and significant effect on impulsive buying (β = 0.38; p < 0.05). The findings of this study indicate that perceived value has a more dominant influence than perceived trust in encouraging impulse purchases. This research provides practical implications for e-commerce players and live streaming sellers to increase the value of benefits and consumer trust as a strategy in driving sales effectiveness through live. Keywords- Perceived Value, Perceived Trust, Impulsive Buying, Live Streaming Commerce, Shopee Live, E-commerce Indonesia
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