PENGARUH SCARCITY PERSUASION, PRICE DISCOUNT, DAN PERCEIVED VALUE TERHADAP IMPULSIVE BUYING DALAM PLATFORM E-COMMERCE : SHOPEE LIVE STREAMING

Luthfi Nuraini

Authors

Luthfi Nuraini Universitas Islam Syekh - Yusuf

Abstract

Penelitian ini bertujuan menganalisis pengaruh Scarcity Persuasion, Price Discount, dan Perceived Value terhadap Impulsive Buying dalam konteks platform e-commerce Shopee Live Streaming. Menggunakan metode kuantitatif, penelitian ini melibatkan 140 responden yang dipilih dengan teknik purposive sampling, yang terdiri dari konsumen generasi Milenial dan Gen Z di Kota Tangerang. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan IBM SPSS Statistics 27. Hasil penelitian menunjukkan bahwa Scarcity Persuasion, Price Discount, Perceived Value berpengaruh signifikan terhadap Impulsive Buying, baik secara parsial maupun simultan. Penelitian ini diharapkan memberi wawasan baru mengenai perilaku konsumen dalam platform e-commerce Shopee Live Streaming, khususnya di wilayah Tangerang. Implikasinya, pemasar dapat memanfaatkan temuan ini untuk merancang strategi promosi yang lebih efektif melalui fitur live streaming.

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