CD Skripsi

Pengaruh Live Streaming Dan Flash Sale Terhadap Pembelian Impulsif Dengan Hedonic Shopping Motivation Sebagai Variabel Intervening Pada Produk Fashion Pakaian Online Di Kota Pekanbaru

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ABSTRACT
This study aims to determine the effect of Live Streaming and Flash Sales
on impulsive purchases, with Hedonic Shopping Motivation as an intervening
variable for online fashion clothing products in Pekanbaru. The population in this
study were residents in Pekanbaru who had purchased fashion products during
Flash Sales on online shopping platforms. The sample in this study consisted of
100 respondents, obtained through Nonprobability Sampling with Purposive
Sampling method. The data analysis method used Structural Equation Modeling –
Partial Least Square (SEM-PLS) with the help of SmartPLS software version 4.0.
The results showed that Live Streaming variables have a positive effect on
Hedonic Shopping Motivation and impulsive purchases. Flash Sales have a
positive effect on Hedonic Shopping Motivation, but no effect on impulsive
purchases. There is a positive influence between Hedonic Shopping Motivation
and impulsive purchases. There is a positive and significant influence between
Live Streaming and Flash Sales on impulsive purchases through Hedonic
Shopping Motivation.
Keywords: Live Streaming, Flash Sale, Hedonic Shopping Motivation, Impulsive
Buying, Fashion.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102110412

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102110412

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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