WHAT INFLUENCE BUYING IMPULSIVENESS AND COMPULSIVE BEHAVIOUR? STUDY FROM GEN Z ONLINE STREAMERS AT JAVA ISLAND
DOI:
https://doi.org/10.35794/jmbi.v13i1.66389Abstrak
Pengaruh merupakan suatu konsep yang merujuk pada kemampuan untuk mendorong atau menggerakkan seseorang dalam melakukan suatu tindakan. Perkembangan teknologi yang pesat mendorong munculnya pengaruh informasi sosial yang disertai dengan pengaruh norma sosial dalam komunitas, yang secara bersama-sama membentuk pola pikir konsumen dan memengaruhi perilaku mereka dalam pengambilan keputusan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh Information Social Influence (ISI) dan Normative Social Influence (NSI) terhadap Compulsive Buying (CB), dengan Online Buying Impulsiveness (OBI) sebagai variabel mediasi.
Penelitian ini melibatkan 126 responden yang aktif menonton dan melakukan pembelian melalui fitur live streaming pada platform TikTok dan Shopee. Data dianalisis menggunakan metode Structural Equation Modeling berbasis Partial Least Squares (Smart-PLS). Hasil penelitian menunjukkan bahwa ISI dan NSI berpengaruh positif dan signifikan terhadap OBI. Selanjutnya, OBI terbukti berperan sebagai variabel mediasi yang memperkuat kecenderungan perilaku pembelian kompulsif konsumen. Namun demikian, NSI tidak memiliki pengaruh signifikan secara langsung terhadap CB, berbeda dengan ISI yang terbukti berpengaruh signifikan secara langsung terhadap perilaku pembelian kompulsif.
Temuan ini memperkuat penelitian sebelumnya mengenai pentingnya peran perilaku pembelian online sebagai variabel mediasi dalam menjelaskan hubungan antara pengaruh sosial dan perilaku pembelian kompulsif, khususnya dalam konteks live streaming commerce.
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