UNRAVELING THE IMPULSE TO BUY AMONG INDONESIAN FEMALE GENERATION Z THROUGH E-COMMERCE DURING LIVE STREAMS
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Abstract
Tujuan dari penelitian ini adalah untuk mengkaji secara komprehensif hubungan kausal antara motivasi wanita Generasi Z Indonesia untuk berpartisipasi dalam e-commerce sosial, kecanduan mereka terhadap media sosial, dan kecenderungan mereka untuk membeli barang secara impulsif. Untuk penelitian ini, informasi diperoleh langsung dari survei yang dikirim melalui Google Formulir dan diisi lengkap oleh 415 pengguna e-commerce sosial Gen Z perempuan Indonesia menggunakan metode pengambilan sampel bertujuan. Kami menganalisis data menggunakan PLS-SEM 4. Temuan penelitian menunjukkan bahwa kecanduan media sosial secara signifikan meningkatkan dorongan untuk membeli di kalangan pengguna Gen Z perempuan Indonesia ketika mereka berpartisipasi dalam siaran langsung di platform e-commerce, lebih dari motivasi mereka untuk terlibat dalam e-commerce sosial. Selain itu, penelitian ini menemukan bahwa motivasi keterlibatan e-commerce sosial memediasi hubungan antara kecanduan media sosial dan pembelian impulsif. Hasil penelitian ini memiliki implikasi praktis bagi bisnis untuk mengkaji pengaruh kontak parasosial dan motivasi emosional dalam e-commerce sosial, yang sangat penting untuk memahami proses dasar perilaku pembelian impulsif pada Generasi Z, khususnya di kalangan wanita. Memahami lanskap digital dan kepekaan audiens target sangat penting untuk merumuskan taktik pemasaran yang efektif.
The goal of this study is to fully look at the causal relationship between the motivation of Indonesian Generation Z women to participate in social e-commerce, their addiction to social media, and their tendency to buy things on impulse. For this study, the information was obtained directly from a survey sent via Google Forms and fully completed by 415 Indonesian female Gen Z social e-commerce users using a purposive sampling method. We analyzed the data using PLS-SEM 4. The research findings show that social media addiction significantly increases the impulse to buy among Indonesian female Gen Z users when they participate in live streams on e-commerce platforms, more so than their motivation for social e-commerce engagement. Additionally, this study found that social e-commerce engagement motivation mediates the relationship between social media addiction and impulse buying. The results of this study hold practical implications for businesses to examine the influences of parasocial contact and emotional motivation in social e-commerce, which is crucial for understanding the underlying processes of impulsive purchasing behavior in Generation Z, particularly among females. Understanding the digital landscape and sensibility of the target audience is essential for formulating effective marketing tactics.
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