<> "The repository administrator has not yet configured an RDF license."^^ . <> . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA"^^ . "Strategi pemasaran pada e-commerce salah satunya adalah live streaming yang\r\nmenyediakan komunikasi langsung untuk meminimalkan ketidakseimbangan\r\ninformasi. Platform live streaming e-commerce yang paling banyak digunakan\r\nmasyarakat Indonesia adalah Shopee Live untuk tempat jual beli berbagai produk\r\nsalah satunya produk kecantikan terutama brand asal Indonesia yaitu Wardah.\r\nWardah sudah sering melakukan live streaming dibandingkan pesaingnya, namun\r\nmasih banyak produk yang mengalami penurunan minat oleh konsumen dan\r\npendapatan Wardah di e-commerce Indonesia masih kalah dengan para\r\npesaingnya khususnya brand luar negeri. Tujuan penelitian ini untuk mengetahui\r\npengaruh live streaming e-commerce Shopee terhadap pembelian impulsif produk\r\nWardah di Indonesia. Populasi dalam penelitian ini adalah masyarakat Indonesia\r\nyang pernah menonton dan membeli secara impulsif pada live streaming Shopee\r\nLive Wardah Official Shop. Penelitian ini menggunakan teknik non-probability\r\nsampling dengan pendekatan purposive sampling sebanyak 160 sampel. Penelitian\r\nini bersifat kuantitatif, maka data diambil melalui penyebaran kuesioner. Metode\r\nanalisis data menggunakan uji regresi linier berganda dengan bantuan SPSS. Hasil\r\npenelitian menunjukkan bahwa e-commerce anchor attributes, perceived scarcity,\r\ndan immersion berpengaruh signifikan terhadap pembelian impulsif. E-commerce\r\nanchor attributes Wardah sebaiknya diberikan pelatihan untuk menarik lebih\r\nbanyak penonton saat live streaming; perceived scarcity Wardah sebaiknya\r\nmemberikan pesan kelangkaan dalam bentuk kuantitas terbatas untuk membuat\r\npelanggan bersaing dan melakukan pembelian impulsif; dan untuk meningkatkan\r\nimmersion, Wardah sebaiknya memberikan undian hadiah kepada pelanggan yang\r\nmelakukan pembelian di akhir sesi live streaming.\r\nKata Kunci: Live Streaming, E-Commerce Anchor Attributes, Perceived\r\n\r\nScarcity, Immersion, Pembelian Impulsif, Wardah\r\nOne of the marketing strategies in e-commerce is live streaming which provides\r\n\r\ndirect communication to minimize information imbalance. The live streaming e-\r\ncommerce platform that is most widely used by Indonesian people is Shopee Live\r\n\r\nas a place to buy and sell various products, one of which is beauty products,\r\nespecially the brand from Indonesia, namely Wardah. Wardah often does live\r\nstreaming compared to its competitors, but many products are still experiencing a\r\ndecline in consumer interest and Wardah's income in Indonesian e-commerce is\r\nstill far behind its competitors, especially foreign brands. The aim of this research\r\nis to determine the effect of live streaming e-commerce Shopee on impulse\r\npurchases of Wardah products in Indonesia. The population in this research are\r\nIndonesian people who have watched and bought impulsively on the Shopee Live\r\nWardah Official Shop live streaming. This research used a non-probability\r\nsampling technique with a purposive sampling approach of 160 samples. This\r\nresearch is quantitative, so data was collected through distributing\r\nquestionnaires. The data analysis method uses multiple linear regression tests\r\nwith the help of SPSS. The research results show that e-commerce anchor\r\nattributes, perceived scarcity, and immersion have a significant effect on impulse\r\nbuying. E-commerce anchor attributes Wardah should be given training to attract\r\nmore viewers during live streaming; perceived scarcity Wardah should provide a\r\nmessage of scarcity in the form of limited quantities to make customers compete\r\nand make impulse purchases; and to increase immersion, Wardah should provide\r\nprize draws to customers who make purchases at the end of the live streaming\r\nsession.\r\nKeywords: Live Streaming, E-Commerce Anchor Attributes, Perceived Scarcity,\r\n\r\nImmersion, Impulsive Buying, Wardah"^^ . "2024-05-17" . . . . . "EKONOMI DAN BISNIS"^^ . . . . . . . " Ade Kinanti\t"^^ . "\tDwischa"^^ . " Ade Kinanti\t \tDwischa"^^ . . . . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (File PDF)"^^ . . . "1. ABSTRAK - Dwischa Ade Kinanti.pdf"^^ . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (File PDF)"^^ . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (File PDF)"^^ . . . "3. SKRIPSI TANPA BAB PEMBAHASAN - Dwischa Ade Kinanti.pdf"^^ . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "preview.jpg"^^ . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "medium.jpg"^^ . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "small.jpg"^^ . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "preview.jpg"^^ . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "medium.jpg"^^ . . . "PENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP\r\nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA (Other)"^^ . . . . . . "small.jpg"^^ . . "HTML Summary of #85564 \n\nPENGARUH LIVE STREAMING E-COMMERCE SHOPEE TERHADAP \nPEMBELIAN IMPULSIF PRODUK WARDAH DI INDONESIA\n\n" . "text/html" . . . "300 Ilmu sosial" . . . "330 Ekonomi" . .