CD Skripsi

Analisis Pembelian Impulsif Di Live Streaming Shopping Tik Tok: Perspektif Stimulus- Organisme-Respon Di Pekanbaru

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ABSTRACT
This research investigates factors influencing impulsive buying during
TikTok livestream shopping, using the Stimulus-Organism-Response (SOR) model.
The study aims to identify how demands, convenience, interactivity, and playfulness
during livestreams affect consumer enjoyment and impulsive buying behavior. This
research is novel in its focus on livestream shopping behavior in a Southeast Asian
context, specifically in Pekanbaru, Indonesia. Data was gathered through a
quantitative survey using Structural Equation Modeling (SEM) analysis to assess
the relationships between these variables. Results revealed that higher levels of
perceived enjoyment, derived from interactivity and a cheerful livestream
environment, significantly increase impulsive buying tendencies. In particular,
cheerfulness had the strongest effect on enjoyment, which in turn boosted impulsive
purchase intentions. The findings suggest that creating an engaging, joyful
livestream experience is critical for marketers aiming to drive spontaneous buying
behaviors. These insights can inform livestream shopping strategies, particularly
in enhancing the user experience through interactive and emotionally positive
content.
Keywords: Impulsive buying, live streaming shopping, TikTok, SOR Theory, Social
Commerce

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102135810

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

2102135810

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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