?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+LIVE+STREAMING+E-COMMERCE+SHOPEE+TERHADAP%0D%0APEMBELIAN+IMPULSIF+PRODUK+WARDAH+DI+INDONESIA&rft.creator=%09Dwischa%2C++Ade+Kinanti%09&rft.subject=300+Ilmu+sosial&rft.subject=330+Ekonomi&rft.description=Strategi+pemasaran+pada+e-commerce+salah+satunya+adalah+live+streaming+yang%0D%0Amenyediakan+komunikasi+langsung+untuk+meminimalkan+ketidakseimbangan%0D%0Ainformasi.+Platform+live+streaming+e-commerce+yang+paling+banyak+digunakan%0D%0Amasyarakat+Indonesia+adalah+Shopee+Live+untuk+tempat+jual+beli+berbagai+produk%0D%0Asalah+satunya+produk+kecantikan+terutama+brand+asal+Indonesia+yaitu+Wardah.%0D%0AWardah+sudah+sering+melakukan+live+streaming+dibandingkan+pesaingnya%2C+namun%0D%0Amasih+banyak+produk+yang+mengalami+penurunan+minat+oleh+konsumen+dan%0D%0Apendapatan+Wardah+di+e-commerce+Indonesia+masih+kalah+dengan+para%0D%0Apesaingnya+khususnya+brand+luar+negeri.+Tujuan+penelitian+ini+untuk+mengetahui%0D%0Apengaruh+live+streaming+e-commerce+Shopee+terhadap+pembelian+impulsif+produk%0D%0AWardah+di+Indonesia.+Populasi+dalam+penelitian+ini+adalah+masyarakat+Indonesia%0D%0Ayang+pernah+menonton+dan+membeli+secara+impulsif+pada+live+streaming+Shopee%0D%0ALive+Wardah+Official+Shop.+Penelitian+ini+menggunakan+teknik+non-probability%0D%0Asampling+dengan+pendekatan+purposive+sampling+sebanyak+160+sampel.+Penelitian%0D%0Aini+bersifat+kuantitatif%2C+maka+data+diambil+melalui+penyebaran+kuesioner.+Metode%0D%0Aanalisis+data+menggunakan+uji+regresi+linier+berganda+dengan+bantuan+SPSS.+Hasil%0D%0Apenelitian+menunjukkan+bahwa+e-commerce+anchor+attributes%2C+perceived+scarcity%2C%0D%0Adan+immersion+berpengaruh+signifikan+terhadap+pembelian+impulsif.+E-commerce%0D%0Aanchor+attributes+Wardah+sebaiknya+diberikan+pelatihan+untuk+menarik+lebih%0D%0Abanyak+penonton+saat+live+streaming%3B+perceived+scarcity+Wardah+sebaiknya%0D%0Amemberikan+pesan+kelangkaan+dalam+bentuk+kuantitas+terbatas+untuk+membuat%0D%0Apelanggan+bersaing+dan+melakukan+pembelian+impulsif%3B+dan+untuk+meningkatkan%0D%0Aimmersion%2C+Wardah+sebaiknya+memberikan+undian+hadiah+kepada+pelanggan+yang%0D%0Amelakukan+pembelian+di+akhir+sesi+live+streaming.%0D%0AKata+Kunci%3A+Live+Streaming%2C+E-Commerce+Anchor+Attributes%2C+Perceived%0D%0A%0D%0AScarcity%2C+Immersion%2C+Pembelian+Impulsif%2C+Wardah%0D%0AOne+of+the+marketing+strategies+in+e-commerce+is+live+streaming+which+provides%0D%0A%0D%0Adirect+communication+to+minimize+information+imbalance.+The+live+streaming+e-%0D%0Acommerce+platform+that+is+most+widely+used+by+Indonesian+people+is+Shopee+Live%0D%0A%0D%0Aas+a+place+to+buy+and+sell+various+products%2C+one+of+which+is+beauty+products%2C%0D%0Aespecially+the+brand+from+Indonesia%2C+namely+Wardah.+Wardah+often+does+live%0D%0Astreaming+compared+to+its+competitors%2C+but+many+products+are+still+experiencing+a%0D%0Adecline+in+consumer+interest+and+Wardah's+income+in+Indonesian+e-commerce+is%0D%0Astill+far+behind+its+competitors%2C+especially+foreign+brands.+The+aim+of+this+research%0D%0Ais+to+determine+the+effect+of+live+streaming+e-commerce+Shopee+on+impulse%0D%0Apurchases+of+Wardah+products+in+Indonesia.+The+population+in+this+research+are%0D%0AIndonesian+people+who+have+watched+and+bought+impulsively+on+the+Shopee+Live%0D%0AWardah+Official+Shop+live+streaming.+This+research+used+a+non-probability%0D%0Asampling+technique+with+a+purposive+sampling+approach+of+160+samples.+This%0D%0Aresearch+is+quantitative%2C+so+data+was+collected+through+distributing%0D%0Aquestionnaires.+The+data+analysis+method+uses+multiple+linear+regression+tests%0D%0Awith+the+help+of+SPSS.+The+research+results+show+that+e-commerce+anchor%0D%0Aattributes%2C+perceived+scarcity%2C+and+immersion+have+a+significant+effect+on+impulse%0D%0Abuying.+E-commerce+anchor+attributes+Wardah+should+be+given+training+to+attract%0D%0Amore+viewers+during+live+streaming%3B+perceived+scarcity+Wardah+should+provide+a%0D%0Amessage+of+scarcity+in+the+form+of+limited+quantities+to+make+customers+compete%0D%0Aand+make+impulse+purchases%3B+and+to+increase+immersion%2C+Wardah+should+provide%0D%0Aprize+draws+to+customers+who+make+purchases+at+the+end+of+the+live+streaming%0D%0Asession.%0D%0AKeywords%3A+Live+Streaming%2C+E-Commerce+Anchor+Attributes%2C+Perceived+Scarcity%2C%0D%0A%0D%0AImmersion%2C+Impulsive+Buying%2C+Wardah&rft.publisher=EKONOMI+DAN+BISNIS&rft.date=2024-05-17&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F85564%2F1%2F1.%2520ABSTRAK%2520-%2520Dwischa%2520Ade%2520Kinanti.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F85564%2F2%2F2.%2520SKRIPSI%2520FULL%2520-%2520Dwischa%2520Ade%2520Kinanti.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F85564%2F3%2F3.%2520SKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN%2520-%2520Dwischa%2520Ade%2520Kinanti.pdf&rft.identifier=+++Dwischa%2C+Ade+Kinanti+++(2024)+PENGARUH+LIVE+STREAMING+E-COMMERCE+SHOPEE+TERH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