Faktor-Faktor Yang Mempengaruhi Perilaku Impulse Buying Dalam Live Streaming Tiktok Berdasarkan Model Stimulus-Organism-Response (SOR)
Abstrak
Kemajuan teknologi digital telah melahirkan fenomena social commerce, di mana platform seperti TikTok menawarkan pengalaman belanja interaktif melalui fitur live streaming. Penelitian ini bertujuan untuk menganalisis bagaimana social presence dan sales promotion memengaruhi perilaku impulse buying konsumen dalam live streaming TikTok, dengan flow experience sebagai variabel mediasi, serta time availability dan money availability sebagai variabel moderasi. Penelitian ini juga bertujuan memberikan rekomendasi praktis bagi pelaku usaha dalam meningkatkan strategi promosi berbasis live streaming. Penelitian ini menggunakan pendekatan kuantitatif melalui survei melalui kuisioner yang melibatkan 385 responden yang aktif berbelanja di live streaming TikTok. Data dianalisis menggunakan aplikasi Smart-PLS. Hasil penelitian menunjukkan bahwa social presence dan sales promotion memiliki pengaruh positif dan signifikan terhadap flow experience. Flow experience ditemukan memediasi hubungan antara kedua variabel tersebut dengan perilaku impulse buying dan time availability memperkuat pengaruh flow experience terhadap perilaku impulse buying, sedangkan money availability memperlemah pengaruh flow experience terhadap perilaku impulse buying. Penelitian ini memberikan kontribusi pada literatur perilaku konsumen digital, terutama dalam social commerce berbasis live streaming. Temuan ini dapat membantu pelaku usaha merancang strategi promosi yang lebih efektif dengan meningkatkan interaksi real-time dan relevansi promosi, serta mengelola durasi live streaming agar lebih menarik perhatian konsumen. Kata kunci-social presence, sales promotion, flow experience, impulse buying, live streaming.
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