ANALISIS NIAT PEMBELIAN IMPULSIF MELALUI FITUR  LIVE STREAMING SHOPEE

Muhammad Rafli Pratama; Latifah Putranti

doi:10.34151/prosidingsnast.v1i1.5067

Authors

Muhammad Rafli Pratama
Latifah Putranti

DOI:

https://doi.org/10.34151/prosidingsnast.v1i1.5067

Keywords:

Permintaan, Kenyamanan, Interaktivitas, Kesenangan, Kenikmatan, Niat Pembelian Impulsif

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh permintaan, kenyamanan, interaktivitas, kesenangan dan kenikmatan terhadap niat pembelian impulsif di Shopee live. Penelitian ini dilakukan pada pengguna shopee Indonesia yang pernah menggunakan fitur shopee live dan bertempat tinggal di Indonesia. Sampel dalam penelitian ini berjumlah 310 responden dengan pengambilan sampel menggunakan Teknik purposive sampling dan teknik analisis data menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan menggunakan software Smart- PLS 4.0. Metode analisis data pada penelitian ini terdiri dari. Uji outer model yang terdiri dari validitas Konvergen, Validitas Diskriminan, dan Uji Reliabilitas. Sedangkan inner model yang dilakukan pada penelitian ini terdiri dari, Goodness of Fit (GoF), F-Square ( Effect Size), dan R-Square dan Uji Hipotesis. Hasil penelitian menunjukkan variabel kenyamanan dan kesenangan berpengaruh positif dan signifikan terhadap kenikmatan. Sedangkan variabel permintaan dan interaktivitas tidak berpengaruh terhadap kenikmatan. Lalu variabel kenikmatan berpengaruh positif dan signifikan terhadap niat pembelian impulsif

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ANALISIS NIAT PEMBELIAN IMPULSIF MELALUI FITUR LIVE STREAMING SHOPEE

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