TY  - UNPB
ID  - eprints82708
UR  - http://digilib.unila.ac.id/82708/
A1  - ELSA , CHRISTY GUMAY
Y1  - 2024/06/12/
N2  - Pesatnya perkembangan internet di Indonesia, telah mendorong
pertumbuhan bisnis e-commerce, fenomena tersebut menjadi faktor utama hadirnya

fitur live streaming e-commece. Terdapat social presence dalam live streaming e-
commerce yang merupakan kemampuan untuk berinteraksi secara langsung dengan

penonton, sehingga penonton melakukan pembelian secara tidak direancanakan
(Impulsive Buying). Di Indonesia Gen Z cenderung terlibat dalam pembelian
impulsif, terutama saat berbelanja online. Kebutuhan untuk memenuhi keinginan
secara instan dan kenyamanan berbelanja online turut mendorong perilaku ini, yang
sering kali menghasilkan pembelian yang tidak direncanakan dan impulsif. Oleh
karena itu, penelitian ini bertujuan untuk menganalisis pengaruh social presence
terhadap impulsive buying di live streaming e-commerce terhadap Gen Z. Dengan
menggunakan dimiensi social presence penyiar, social presence penonton, social
presence live streaming, arousal dan pleasure. Oleh karena itu, penelitian ini
mempelajari pengaruh social presence yang dapat memengaruhi pembelian
impulsif di Shopee. Penelitian ini menggunakan penelitian kuantitatif dengan
menggunakan Structural Equation Model (SEM) dengan media aplikasi AMOS.
Pengumpulan data menggunakan metode kuantitatif dengan kuesioner dan analisis
SEM.
Hasil penelitian menunjukkan bahwa dari pemodelan persamaan struktural
(SEM) secara keseluruhan mendukung model saat ini dimensi impulsive buying
memiliki pengaruh positif dan signifikan dari social presence penyiar, social
presence penonton, social presence live streaming, arousal, pleasure. Studi ini
diharapkan akan memberikan pandangan teoretis dan praktis tentang bagaimana
pemasar dapat secara efektif merencanakan dan mengimplementasikan dalam live
streaming e-commerce.
Kata Kunci: Belanja siaran langsung, Kehadiran sosial, Pembelian impulsif, Gen Z,

Structural Equation Modeling (SEM)

ABSTRACT

THE INFLUENCE OF SOCIAL PRESENCE ON GEN Z'S IMPULSIVE
BUYING BEHAVIOR IN SHOPEE'S LIVE STREAMING E-COMMERCE

By

ELSA CHRISTY GUMAY

The rapid development of the internet in Indonesia has driven the growth of
e-commerce businesses, with this phenomenon being a major factor in the
emergence of live streaming e-commerce features. There exists a social presence in
live streaming e-commerce, which is the ability to interact directly with viewers,
thus prompting unplanned purchases(Impulsive Buying). In Indonesia, Gen Z tends
to engage in impulsive buying, especially when shopping online. The need for
instant gratification and the convenience of online shopping further fuel this
behavior, often resulting in unplanned and impulsive purchases. Therefore, this
study aims to analyze the influence of social presence on impulsive buying in live
streaming e-commerce among Gen Z. Using dimensions such as broadcaster's
social presence, viewer's social presence, live streaming social presence, arousal,
and pleasure. Thus, this research examines the impact of social presence that may
affect impulsive buying on Shopee. This study adopts a quantitative research
approach using Structural Equation Model (SEM) with AMOS application. Data
collection involves quantitative methods through questionnaires and SEM analysis.
The research findings indicate that the overall Structural Equation Modeling
(SEM) supports the current model, where impulsive buying dimensions have a
positive and significant influence from broadcaster's social presence, viewer's social
presence, live streaming social presence, arousal, and pleasure. This study is
expected to provide theoretical and practical insights into how marketers can
effectively plan and implement strategies in live streaming e-commerce. Keywords:
e-commerce, marketing, social presence, impulsive buying, Gen Z, Structural
Equation Modeling (SEM)
Keywords : Live streaming e-commerce, Social presence, Impulsive buying, Gen

Z, Structural Equation Modeling (SEM)
PB  - UNIVERSITAS LAMPUNG
M1  - masters
TI  - PENGARUH SOCIAL PRESENCE TERHADAP PERILAKU IMPULSIVE
BUYING GENERASI Z DI LIVE STREAMING E-COMMERCE SHOPEE

AV  - restricted
ER  -