?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+MODEL+S-O-R+TERHADAP+PERILAKU+PEMBELIAN%0D%0AIMPULSIF+KONSUMEN+DALAM+LIVE+STREAMING+COMMERCE%0D%0A%0D%0A(Studi+Kasus+pada+Konsumen+Shopee+Live)&rft.creator=SALSABILA+%2C+SALMA&rft.subject=300+Ilmu+sosial&rft.subject=330+Ekonomi&rft.description=Tujuan+dari+penelitian+ini+adalah+untuk+mengetahui+seberapa+besar+pengaruh%0D%0Aberbagai+jenis+presence+dalam+membentuk+perilaku+pembelian+impulsif+konsumen%0D%0Adi+live+streaming+commerce.+Proses+pembentukan+perilaku+pembelian+impulsif%0D%0A%0D%0Akonsumen+tersebut+di+analisis+melalui+kerangka+model+S-O-R+(Stimulus-Organism-%0D%0AResponse).+Dengan+stimulus+yang+diwakilkan+oleh+social+presence+of+platform%2C%0D%0A%0D%0Aviewer%2C+dan+streamer%2C+serta+telepresence.+Kemudian%2C+organism+diwakilkan+oleh+flow%0D%0Astate+dan+kepercayaan+konsumen%2C+sedangkan+response+yang+diharapkan+berupa%0D%0Aperilaku+pembelian+impulsif+konsumen.+Penelitian+ini+menggunakan+metode+survey%0D%0Adan+teknik+analisis+SEM-PLS+untuk+mengukur+hubungan+antar+variabel+laten.+100%0D%0Akonsumen+Shopee+Live+dikumpulkan+untuk+menjadi+responden+dan+didapatkan%0D%0Ahasil+bahwa+social+presence+of+platform+berpengaruh+signifikan+terhadap+flow+state%0D%0Adan+kepercayaan+konsumen%2C+sedangkan+ketiga+stimulus+lainnya+hanya+berpengaruh%0D%0Asignifikan+terhadap+kepercayaan+konsumen.+Selanjutnya%2C+penelitian+ini+menemukan%0D%0Abahwa+flow+state+dan+kepercayaan+konsumen+berpengaruh+signifikan+terhadap%0D%0Aperilaku+pembelian+impulsif+konsumen.%0D%0AKata+Kunci%3A+Live+Streaming+Commerce%2C+Social+Presence%2C+Model+S-O-R%2C%0D%0APerilaku+Pembelian+Impulsif+Konsumen%2C+Shopee+Live.%0D%0A%0D%0AThe+aim+of+this+research+is+to+find+out+how+much+influence+various+types+of+presence%0D%0Ahave+in+forming+consumer+impulse+buying+behavior+in+live+streaming+commerce.%0D%0AThe+process+of+forming+consumer+impulse+buying+behavior+is+analyzed+through+the%0D%0AS-O-R+(Stimulus-Organism-Response)+model+framework.+The+social+presence+of%0D%0Aplatforms%2C+viewers%2C+streamers%2C+and+telepresence+collectively+represent+the+stimulus.%0D%0AThe+flow+state+and+consumer+trust+represent+the+organism%2C+while+the+expected%0D%0Aresponse+manifests+as+impulsive+buying+behavior.+This+research+used+survey%0D%0Amethods+and+SEM-PLS+analysis+techniques+to+measure+the+relationship+between%0D%0Alatent+variables.+We+gathered+100+Shopee+Live+consumers+as+respondents%2C+and+the%0D%0Aresults+found+that+the+platform's+social+presence+significantly+influenced+flow+state%0D%0Aand+consumer+trust%2C+whereas+the+other+three+stimuli+only+significantly+affected%0D%0Aconsumer+trust.+Furthermore%2C+this+research+finds+that+flow+state+and+consumer+trust%0D%0Ahave+a+significant+effect+on+consumer+impulse+buying+behavior.%0D%0AKeywords%3A+Live+Streaming+Commerce%2C+Social+Presence%2C+S-O-R+Model%2C+Impulsive%0D%0ABuying+Behaviour%2C+Shopee+Live.&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2024-10-09&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F83911%2F1%2F1.%2520ABSTRAK%2520-%2520Salsabila%2520Salma.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F83911%2F2%2F2.%2520SKRIPSI%2520FULL%2520-%2520Salsabila%2520Salma.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F83911%2F3%2F3.%2520SKRIPSI%2520TANPA%2520BAB%2520PEMABAHASAN%2520-%2520Salsabila%2520Salma.pdf&rft.identifier=++SALSABILA+%2C+SALMA++(2024)+PENGARUH+MODEL+S-O-R+TERHADAP+PERILAKU+PEMBELIAN+IMPULSIF+KONSUMEN+DALAM+LIVE+STREAMING+COMMERCE+(Studi+Kasus+pada+Konsumen+Shopee+Live).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F83911%2F