KERANGKA KONSEPTUAL: LIVE STREAMING SHOPPING DAN TRUST APAKAH BERPENGARUH TERHADAP IMPULSIVE BUYING?
DOI:
https://doi.org/10.35794/jmbi.v11i1.55623Abstrak
Indonesia memiliki 210 juta pengguna internet dan menjadi negara dengan jumlah pengguna internet tertinggi di dunia. Para pelaku usaha memanfaatkan internet untuk melakukan pemasaran digital melalui marketplace. Perkembangan e-commerce di Indonesia telah meningkat, e-commerce memfasilitasi para pelaku usaha dengan fitur – fitur baru yang dapat merangsang konsumen agar melakukan pembelian. Penelitian ini bertujuan untuk mengetahui hubungan antara live streaming shopping terhadap impulsive buying melalui trust dengan menggunakan kuesioner data responden yaitu mahasiswa Telkom University. Penelitian ini menggunakan penelitian kuantitatif dengan menggunakan software SMART-PLS dan menggunakan teknik analisis deskriptif. Hasil menyatakan live streaming shopping pada akhirnya berkontribusi dan mendorong konsumen dalam melakukan pembelian impulsive (Nurhaliza dan Kusumawardhani, 2023).
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