Analisis pengaruh promosi, live streamers, dan tekanan waktu terhadap keputusan pembelian pada fitur shopee live
DOI:
https://doi.org/10.26740/jim.v12n2.p274-283Keywords:
live streamers, promotion, purchasing decisions, shopee live feature, time pressureAbstract
This research analyzes the influence of promotions, live streamers, and time pressure on purchasing decisions made through the Shopee Live feature. The method employed in this study is quantitative descriptive. This research's population and sample size totaled 193 individuals in Jabodetabek Area. The sampling technique utilized is probability sampling with purposive sampling. The statistical analysis conducted in this research employed Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The research findings indicate that promotions have a significant positive effect on purchasing decisions through the Shopee Live feature. Additionally, live streamers exert a significant positive influence on purchase decisions via the Shopee Live feature. Moreover, time pressure demonstrates a significant positive effect on purchasing decisions through the Shopee Live feature. The Shopee Live feature is expected to increase effective promotional strategies, namely personal sales and direct marketing carried out by live streamers, so that customer awareness of the Shopee Live feature continues to increase, thereby influencing purchasing decisions. Furthermore, the Shopee application is expected to provide more sales promotions and also provide time limits when conducting live streaming.
References
Alawiyah, T., & Kamaluddin, N. (2022). Faktor Penentu Pembayaran Zakat, Infaq, Shodaqoh (Zis) Melalui Fintech. Monex: Journal Research. 11(1): 22-29 Http://Ejournal.Poltektegal.Ac.Id/Index.Php/Monex/Article/View/2893
Bps Jakarta. 2022. Jumlah Penduduk Menurut Kelompok Umur Dan Jenis Kelamin Di Provinsi Dki Jakarta, 2022. Www.Jakarta.Bps.Go.Id Diakses Pada 09 Desember 2023.
Bps Kab. Bogor. 2022. Jumlah Penduduk Menurut Kelompok Umur Dan Jenis Kelamin Di Kabupaten Bogor, 2017. Www.Bogorkota.Bps.Go.Id Diakses Pada 09 Desember 2023.
Bps Depok. 2022. Jumlah Penduduk Menurut Kelompok Umur Dan Jenis Kelamin Di Depok, 2018. Depok : Badan Pusat Statistik – Kota Depok. Www.Depok.Bps.Go.Id Diakses Pada 09 Desember 2023.
Bps Tangerang. 2022. Jumlah Penduduk Perempuan Menurut Kelompok Umur (Jiwa). Www.Tangerangkab.Bps.Go.Id Diakses Pada 09 Desember 2023.
Bps Bekasi. 2022. Jumlah Penduduk Menurut Kelompok Umur Dan Jenis Kelamin. Www.Bekasikota.Go.Id Diakses Pada 09 Desember 2023.
Chin, W. W. (1998). The Partial Least Squares Approach For Structural Equation Modeling (Marcoulide). Lawrence Erlbaum Associates Publishers.
Databoks. 2022. Platform Belanja Online Lewat Siaran Langsung Paling Banyak Digunakan, 2022. Www.Databoks.Katadata.Co.Id Diakses Pada 11 Desember 2023.
Databoks. 2022. Jumlah Kunjungan Ke 5 Situs E-Commerce Terbesar Di Indonesia, 2023. Www.Databoks.Katadata.Co.Id Diakses Pada 11 Desember 2023.
Dirnaeni, D., Ardiansyah, I., & Kuswahyu Indira, C. (2021). Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Melalui Fitur Shopee Live. 46 Ug Jurnal. 16(4): 46-52 https://ejournal.gunadarma.ac.id/index.php/ugjournal/article/view/6927
Ernawati, D. (2019). Pengaruh Kualitas Produk, Inovasi Produk Dan Promosi Terhadap Keputusan Pembelian Produk Hi Jack Sandals Bandung. Jurnal Wawasan Manajemen. 7(1): 17-32 https://jwm.ulm.ac.id/id/index.php/jwm/article/view/75
Furianto, D., & Kusnawan, A. (2023). Ekonomi Dan Bisnis Pengaruh Viral Marketing, Live Streaming Dan Promosi Terhadap Keputusan Pembelian Konsumen Melalui Aplikasi Shopee. Prosiding Ekonomi dan Bisnis. 3(1): 12-26 https://jurnal.ubd.ac.id/index.php/pros/article/view/1960/1242
Ghozali, I. (2014). Structural Equation Modeling, Metode Alternatif Dengan Partial Least Square (Pls). Edisi 4. Semarang: Badan Penerbit Universitas Diponegoro.
Godinho, S., Prada, M., & Garrido, M. V. (2016). Under Pressure: An Integrative Perspective Of Time Pressure Impact On Consumer Decision-Making. In Journal Of International Consumer Marketing. 28(4): 251-273 Https://Doi.Org/10.1080/08961530.2016.1148654
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial Least Squares Structural Equation Modeling (Pls-Sem): An Emerging Tool In Business Research. European Business Review. 26(2):106–121 Https://Doi.Org/10.1108/Ebr-10-2013-0128
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer On Partial Least Squares Structural Equation Modeling (Pls-Sem) (2nd Ed.). Thousand Oaks, Ca: Sage Publications.
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using Pls Path Modeling In New Technology Research. Updated Guidelines. 116(1), 2–20.
Manzil, L. D., & Vania, A. (2023). The Influence Of Live-Streamers On Somethinc’s Purchase Intention At Tiktok Shop Mediated By Consumer Trust. Jurnal Informatika Ekonomi Bisnis, 5(1): 217–221. Https://Doi.Org/10.37034/Infeb.V5i1.225
Moon, J.-Y., & Lee, K.-H. (2013). Influence Of Time Pressure On The Purchase Decision Making Process In Apparel Shopping. The Research Journal Of The Costume Culture. 21(1): 117–128. Https://Doi.Org/10.7741/Rjcc.2013.21.1.117
Nurhasanah, S., & Hariyani, H. F. (2017). Halal Purchase Intention On Processed Food. Islamic Finance And Business Review, 11(2): 187-209 https://media.neliti.com/media/publications/271286-halal-purchase-intention-on-processed-fo-0e1c4cdb.
Octadyla, M. M., Maulana, C. Z., & Diem, M. J. (2023). Pengaruh Promosi Terhadap Keputusan Pembelian Melalui Variabel Pengetahuan Serta Tinjauan Dari Perspektif Ekonomi Islam. Jurnal Ilmiah Ekonomi Islam. 9(01): 254–267. Https://Doi.Org/10.29040/Jiei.V9i1.7803
Putra, M. S. R., & Hartono, S. (2020). The Influence Of Price, Brand Image, And Time Pressure Against Purchase Decision And Customer Satisfaction. International Journal Of Innovative Science And Research Technology. 5(8):1269-1275
Rahmayanti, S., & Dermawan, R. (2023). Pengaruh Live Streaming, Content Marketing, Dan Online Customer Review Terhadap Keputusan Pembelian Pada Tiktok Shop Di Surabaya. Journal Of Management & Business. 6(1): 337–344. Https://Doi.Org/10.37531/Sejaman.
Rohmah, Y. M., Zaerofi, A., & Rachmawaty, R. (N.D.). Ideas: Journal Of Management And Technology The Impact Of Viral Marketing On Consumer’s Trust And Purchasing Decision. Ideas: Journal Of Management And Technology. 1(2): 22–27. Http://E-Journal.President.Ac.Id/Presunivojs/Index.Php/Ideas
Sari, A. A. P. , & Habib, M. A. F. (2023). Strategi Pemasaran Menggunakan Fitur Shopee Live Streaming Sebagai Media Promosi Untuk Meningkatkan Daya Tarik Konsumen ( Studi Kasus Thrift Shop Di Kabupaten Tulungagung ). Jurnal Ilmiah Wahana Pendidikan. 9(17): 41–58. Https://Doi.Org/10.5281/Zenodo.8280759
Sari, E. R., Ningrum, & Dewi, T. A. (2023). Pengaruh Promosi Terhadap Keputusan Pembelian Pakaian Pada Toko Qolsa Di Kota Metro Tahun 2022. Jurnal Ilmiah Pendidikan Ekonomi. 3(2): 2746–5578 https://ummetro.ac.id/index.php/edunomia/article/view/3727/1772
Sari, W. H. P. (2022). Pengaruh Kualitas Produk, Inovasi Produk Dan Promosi Terhadap Keputusan Pembelian Produk Hi Jack Sandals Bandung. Jurnal Ekonomi Bisnis. 7(1): 17-32 https://jwm.ulm.ac.id/id/index.php/jwm/article/view/75/64
Widyanita, F. A. (2018). Analisis Pengaruh Kualiatas Pelayanan E-Commerce Terhadap Kepuasan Konsumen Shopee Indonesia Pada Mahasiswa Fakultas Ekonomi Uii Pengguna Shopee. https://dspace.uii.ac.id/handle/123456789/7821. Diakses Pada 11 Desember 2023.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons:Attribution-NonCommercial 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Abstract views: 137
,
PDF Downloads: 133
