Pengaruh Live Streaming Shopping Dan Price Discount Terhadap Impulse Buying Produk Jims Honey Pada Platform Shopee (Studi Pada Konsumen Jims Honey) 

The Effect Of Live Streaming Shopping And Price Discounts On Impulse Buying Of Jims Honey Products On The Shopee Platform (A Study Of Jims Honey Consumers)

Perkembangan e-commerce di Indonesia terus meningkat, dengan Shopee sebagai platform yang paling diminati konsumen. Melalui fitur Shopee Live, promosi dilakukan secara real-time dan interaktif, di mana kategori fashion menjadi brand yang paling banyak memanfaatkan fitur ini untuk bersaing di industri. Salah satu brand fashion yang memanfaatkan Shopee sebagai media pemasarannya adalah Jims Honey. Penelitian ini bertujuan untuk menganalisis pengaruh live streaming shopping dan price discount terhadap impulse buying. Penelitian menggunakan metode kuantitatif dengan 110 responden yang merupakan anggota komunitas Jims Honey yang pernah menonton dan membeli produk Jims Honey secara impulsif melalui Shopee Live dan dianalisis menggunakan regresi linier berganda dengan software SPSS 25. Hasil penelitian menunjukkan bahwa live streaming shopping dan price discount berpengaruh positif dan signifikan terhadap impulse buying. Hal ini membuktikan bahwa interaksi real-time dan potongan harga eksklusif dapat memicu pembelian tanpa perencanaan.

The growth of e-commerce in Indonesia continues to increase, with Shopee as the platform most preferred by consumers. Through the Shopee Live feature, promotions are carried out in real-time and interactively, with the fashion category being the brand that utilizes this feature the most to compete in the industry. One fashion brand that utilizes Shopee as its marketing medium is Jims Honey. This study aims to analyze the effect of live streaming shopping and price discounts on impulse buying. The study employs a quantitative method with 110 respondents who are members of the Jims Honey community who have watched and purchased Jims Honey products impulsively through Shopee Live. The data was analyzed using multiple linear regression with SPSS 25 software. The results indicate that live streaming shopping and price discounts have a positive and significant effect on impulse buying. This proves that real-time interaction and exclusive discounts can trigger unplanned purchases.