Update Artikelilmiah: 48742

ZAHRINA HASNA MURTI

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Penelitian ini bertujuan untuk mengetahui pengaruh Karakteristik Live Streaming Shopping Terhadap Impulsive Buying Dengan Consumer Trust Dan Flow Experience Sebagai Variabel Mediasi Pada Pengguna E-Commerce Shopee Live Fashion. Populasi pada penelitian ini adalah generasi Z pengguna e-commerce shopee yang berdomisili di Purwokerto dan pernah melakukan pembelian secara tidak terencana dalam live streaming shopping. Teknik pengumpulan data yang digunakan dalam penelitian ini yaitu kuesioner. Sampel pada penelitian ini sebanyak 232 responden yang diambil menggunakan metode purposive sampling. Hasil penelitian yang dilakukan dengan menggunakan analisis Structural Equation Modeling (SEM) diolah dengan software SmartPLS 4 menunjukkan bahwa: (1) streamers’ attractiveness dan streamers’ professionalism berpengaruh positif terhadap consumer trust.  (2) interactivity dan entertainment berpengaruh positif terhadap flow experience. (3) consumer trust dan flow experience berpengaruh positif terhadap impulsive buying. (4) streamers’ attractiveness, streamers’ professionalism, entertainment berpengaruh positif terhadap impulsive buying. (5) interactivity tidak berpengaruh positif terhadap impulsive buying. (6) consumer trust memediasi secara parsial hubungan antara streamer attractiveness dan streamers’ professionalism terhadap impulsive buying. (7) flow experience memediasi secara parsial hubungan antara interactivity dan entertainment terhadap impulsive buying.

Abtrak (Bhs. Inggris)

This study aims to determine the effect of Live Streaming Shopping Characteristics on Impulsive Buying with Consumer Trust and Flow Experience as Mediating Variables on Shopee Live Fashion E-Commerce Users. The population in this study is generation Z who are shopee e-commerce users domiciled in Purwokerto and have made unplanned purchases in live streaming shopping. The data collection technique used in this study is a questionnaire. The sample in this study was 232 respondents who were taken using the purposive sampling method. The results of the study conducted using Structural Equation Modeling (SEM) analysis processed with SmartPLS 4 software show that: (1) streamers' attractiveness and streamers' professionalism have a positive effect on consumer trust. (2) interactivity and entertainment have a positive effect on flow experience. (3) consumer trust and flow experience have a positive effect on impulsive buying. (4) streamers' attractiveness, streamers' professionalism, entertainment have a positive effect on impulsive buying. (5) interactivity does not have a positive effect on impulsive buying. (6) Consumer trust partially mediates the relationship between streamer attractiveness and streamers’ professionalism on impulsive buying. (7) Flow experience partially mediates the relationship between interactivity and entertainment on impulsive buying.

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