PENGARUH PROMOTION TIME LIMIT, CONSUMER STREAMAER INTERACTION, DAN VISUAL APPEAL TERHADAP IMPULSE BUYING DECISION PADA LIVE STREAMING E-COMMERCE DENGAN PERCEIVED RISK SEBAGAI MEDIASI
Abstract
Penelitian ini bertujuan untuk mengetahui serta memberikan bukti empiris mengenai pengaruh promotion time limit, consumer streamer interaction, dan visual appeal terhadap impulse buying decision pada live streaming e-commerce dengan perceived risk sebagai mediasi. Penelitian ini merupakan penelitian asosiatif kausal dengan pendekatan kuantitatif. Populasi dari penelitian ini adalah konsumen Kota Pontianak yang melakukkan pembelian online pada saat Shopee live. Teknik pengambilan sampel menggunakan metode purposive sampling yang termasuk dalam metode non-probabilty dengan jumlah responden sebanyak 100 orang, dengan pengumpulan data melalui kuesioner online (google form). Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model Partial Least Square (SEMPLS). Berdasarkan pengajuan hipotesis disimpulkan bahwa promotion time limit berpengaruh signifikan terhadap perceived risk. Sementara consumer streamer interaction dan visual appeal tidak memiliki pengaruh signifikan terhadap perceived risk. Hasil pengujian hipotesis selanjutnya menunjukkan bahwa promotion time limit, consumer streamer interaction, dan perceived risk berpengaruh signifikan terhadap impulse buying decision. Sementara visual appeal tidak memiliki pengaruh signifikan terhadap impulse buying decision. Perceived risk memediasi hubungan antara promotion time limit dan impulse buying decision, namun perceived risk tidak mampu memediasi hubungan antara consumer streamer interaction dan impulse buying decision, dan perceived risk juga tidak dapat memediasi hubungan antara visual appeal dan impulse buying decision.
Kata Kunci: Promotion time limit, consumer streamer interaction, visual appeal, Perceived risk, Impulse buying decision
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