Pengaruh live streaming shopping, convenience payment methods, dan free shipping terhadap pembelian impulsif pada konsumen TikTok shop Indonesia di Jabodetabek dan non Jabodetabek
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Abstract
Consumer behavior in e-commerce in Indonesia tends to be impulsive, especially with the presence of TikTok Shop as a social commerce platform. This study aims to examine the influence of live streaming, convenient payment methods, and free shipping on impulsive purchasing behavior among Indonesian TikTok Shop consumers. The data analysis method used in this study is the SEM-PLS analysis method. The data source for this research is TikTok Shop consumers in the Jabodetabek area and outside Jabodetabek through quantitative data collection using a questionnaire instrument. The results of this study indicate that live streaming shopping, convenience payment methods, and free shipping have a positive and significant effect on impulsive purchasing behavior among Indonesian TikTok Shop consumers. The practical implications of this research are as input for sellers on the TikTok Shop platform to continuously improve the quality of live streaming conducted, payment method improvements, and free shipping, thereby increasing the number of impulsive purchases from TikTok Shop consumers.
Perilaku konsumen e-commerce di Indonesia cenderung impulsif, khususnya dengan hadirnya TikTok Shop sebagai platform social commerce. Penelitian ini bertujuan untuk mengkaji pengaruh live streaming, metode pembayaran yang nyaman, dan pengiriman gratis terhadap pembelian impulsif pada konsumen TikTok Shop Indonesia. Metode analisis data yang digunakan di dalam penelitian ini adalah metode analisis SEM-PLS. Sumber data pada penelitian ini ialah konsumen TikTok Shop yang ada di daerah Jabodetabek serta luar Jabodetabek melalui proses pengumpulan data secara kuantitatif menggunakan instrumen berupa kuesioner. Hasil penelitian ini menunjukkan bahwa live streaming, convenience payment methods, dan free shipping berpengaruh positif dan signifikan terhadap pembelian impulsif konsumen TikTok Shop Indonesia. Implikasi praktis dari hasil penelitian ini ialah sebagai bahan masukan bagi penjual atau seller di platform TikTok Shop untuk terus meningkatkan kualitas dari live streaming yang dilakukan, perbaikan metode pembayaran, serta pengiriman gratis, sehingga dapat meningkatkan jumlah pembelian impulsif dari konsumen TikTok Shop.
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