Analisis Perilaku Impulsive Buying pada Shopee Live Commerce menggunakan Extended SOR

Fadila Budiyaningrum, Ir. Yun Prihatina Mulyani, S.T., M.Sc., Ph.D., IPM., ASEAN Eng.

2023 | Skripsi | TEKNIK INDUSTRI

Seiring dengan perkembangan teknologi digital, live commerce menjadi cara baru dalam berbelanja secara online. Kehadiran live commerce disambut dengan hangat oleh masyarakat. Hal tersebut tidak terlepas dari fiturnya yang memungkinkan interaksi antara streamer dan penonton secara real-time. Selain itu, live commerce juga sering menawarkan harga yang menarik dalam waktu yang terbatas. Hal tersebut berpotensi memicu terjadinya impulsive buying. Melihat tingginya potensi perkembangan live commerce di Indonesia, perlu dilakukan penelitian terkait dengan perilaku impulsive buying dalam live commerce. Beberapa penelitian telah dilakukan, namun penelitian-penelitian tersebut tidak menjelaskan bagaimana pengaruh ambiance dan impulsiveness yang dimiliki oleh setiap individu terhadap perilaku impulsive buying dalam live commerce. 

Berdasarkan teori extended SOR, penelitian ini mengeksplorasi perilaku impulsive buying dalam live commerce pada Generasi Z di Indonesia. Model konseptual dibangun berdasarkan studi literatur dari penelitian terdahulu. Variabel yang menjadi stimulus adalah price promotion, time pressure, streamer popularity, streamer attractiveness, real-time social interaction, ambiance, interface design, dan convenience serta individual buying impulsiveness sebagai extended variable. Sedangkan variabel organism yang digunakan adalah perceived usefulness, perceived risk, dan perceived enjoyment. Respon dari stimulus dalam penelitian ini adlaah keinginan konsumen untuk melakukan pembelian secara impulsif yang kemudian diikuti oleh perilaku pembelian impulsif secara nyata. Analisis statistik PLS-SEM digunakan sebagai teknik pengolahan data dalam penelitian ini.

Dengan menganalisis 579 kuesioner yang valid, hasil penelitian ini menunjukkan bahwa price promotion, streamer attractiveness, ambiance, convenience, dan interface design memiliki peran untuk memengaruhi perilaku pembelian impulsif pada live commerce. Sedangkan time pressure, social real-time interaction, dan streamer popularity tidak memberikan pengaruh signifikan dalam perilaku pembelian impulsif. Penelitian ini juga menemukan bahwa individual buying impulsiveness memiliki pengaruh positif terhadap keinginan pembelian secara impulsif. 

Along with the development of digital technology, live commerce has become a new online shopping method. The public warmly welcomes the presence of live commerce. It is inseparable from its feature allowing real-time interaction between streamers and viewers. In addition, live commerce often offers attractive prices for a limited time. It has the potential to trigger impulsive buying. Seeing the high potential of live commerce development in Indonesia, it is necessary to research impulsive buying behavior in live commerce. Several studies have been conducted, but these studies do not explain how ambiance and impulsiveness owned by each individual influence impulsive buying behavior in live commerce. 

Based on the extended SOR theory, this study explores impulsive buying behavior in live commerce among Generation Z in Indonesia. The conceptual model is built based on literature studies from previous research. The stimulus variables are price promotion, time pressure, streamer popularity, streamer attractiveness, real-time social interaction, ambiance, interface design, convenience, and individual buying impulsiveness as extended variable. At the same time, the organism variables used are perceived usefulness, perceived risk, and perceived enjoyment. The response of the stimulus of this study is the urge to buy impulsively, followed by actual impulsive buying behavior. PLS-SEM statistical analysis was used as data processing technique in this study.

By analyzing 579 valid questionnaires, the results of this study show that price promotion, streamer attractiveness, ambiance, convenience, and interface design have a role in influencing impulse buying behavior in live commerce. Meanwhile, time pressure, real-time social interaction, and streamer popularity do not significantly influence impulse buying behavior. This study also found that individual buying impulsiveness positively influences the urge to buy impulsively. 

Kata Kunci : PLS SEM, extended SOR, live commerce, impulsive buying