Pengaruh Promotion Time Limit Dan Consumer Streamer Intercation Terhadap Impulse Buying Deciisoan Melalui Perceived Risk Sebagai Variabel Mediasi (Studi pada Konsumen Live Streaming di Shopee) 

The Effect of Promotion Time Limit and Consumer Streamer Intercation on Impulse Buying Deciisoan Through Perceived Risk as a Mediating Variable (Study on Live Streaming Consumers at Shopee) 

ABSTRAK

Pengaruh Promotion Time Limit Dan Consumer Streamer Intercation Terhadap Impulse Buying Deciisoan Melalui Perceived Risk Sebagai Variabel Mediasi (Studi pada Konsumen Live Streaming di Shopee)

NAMA : NURUL FATIHATUL FIKRIYAH

PROGRAM STUDI : S-1 Manajemen

JURUSAN : Manajemen

FAKULTAS : Ekonomika dan Bisnis

NAMA LEMBAGA : Universitas Negeri Surabaya

PEMBIMBING : Dr. Yessy Artanti, S.E., M.Si.

Pembelian impulsif sering kali muncul karena adanya kemudahan dalam mengakses sosial commerce. Tujuan penelitian ini yaitu mengetahui serta membahas pengaruh promotion time limit, consumer streamer interaction, perceived risk, dan impulse buying decision.Penelitian ini menggunakan metode purposive sampling, dengan menggunakan 110 responden dan data dianalisis dengan model analisis jalur (path analysis) dengan software AMOS. Responden penelitian ini dengan tipe konsumen online impulse buying atau yang pernah berbelanja melalui fitur Shopee live streaming. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara promotion time limit dan consumer streamer interaction terhadap impulse buying decisionion, promotion time limit berpengaruh terhadap perceived risk, namun dalam penelitian ini tidak ditemukan adanya pengaruh dari consumer streamer interaction terhadap perceived risk, dan perceived risk tidak berpengaruh terhadap impulse buying decision. Penelitian ini berguna bagi para peneliti serta social commerce yang menerapkan live streaming guna lebih memperhatikan serta memperdulikan bagaimana pentingnya promotion time limit,consumer streamer interaction, serta perceived risk bagi konsumen.

Kata kunci : Promotion Time Limit, Consumer Streamer Interaction, Perceived Risk, Social Commerce.

ABSTRACT

Pengaruh Promotion Time Limit Dan Consumer Streamer Intercation Terhadap Impulse Buying Deciisoan Melalui Perceived Risk Sebagai Variabel Mediasi (Studi pada Konsumen Live Streaming di Shopee)

NAME : NURUL FATIHATUL FIKRIYAH

PROGRAM : S-1 Manajemen

DEPARTEMENT : Manajemen

FACULTY : Ekonomika dan Bisnis

UNIVERSITY : Universitas Negeri Surabaya T

HESIS ADVISER : Dr. Yessy Artanti, S.E., M.Si.

Impulse buying often arises because of the ease of accessing commerce social. The purpose of this study is to determine and discuss the effect of promotion time limit, consumer streamer interaction, perceived risk, and impulse buying decision. This research uses purposive sampling method, using 110 respondents and the data is analysed using path analysis model with AMOS software. Respondents of this study with the type of impulse buying online consumers or who have shopped through the Shopee live streaming feature. The results showed that there was an influence between promotion time limits and consumer streamer interaction on impulse buying decisions, promotion time limits had an effect on perceived risk, but in this study no effect was found from consumer streamer interaction on perceived risk, and perceived risk had no effect on impulse buying decisions. This research is useful for researchers and social commerce that applies live streaming to pay more attention and care about how important promotion time limits, consumer streamer interaction, and perceived risk are for consumers.

Keywords : Promotion Time Limit, Consumer Streamer Interaction, Perceived Risk, Social Commerce.