Implementasi Model Stimulus-Organism-Response (S-O-R) dalam Analisis Dorongan Pembelian Impulsif Produk Fashion pada Shopee Live Streaming Shopping

Implementation of the Stimulus-Organism-Response (S-O-R) Model in Analyzing the Urge for Impulsive Buying of Fashion Products on Shopee  Live Streaming Shopping

E-commerce kini menjadi bagian penting dalam kehidupan masyarakat Indonesia, didorong oleh perkembangan teknologi dan smartphone. Salah satu tren utama adalah penggunaan live streaming untuk meningkatkan interaksi antara penjual dan pembeli, di mana Shopee  Live menjadi platform yang paling banyak digunakan untuk live streaming shopping. Penelitian ini berfokus pada produk fashion, yang menunjukkan tingkat pembelian tinggi melalui Shopee  Live. Perubahan perilaku konsumen, dari mengandalkan deskripsi produk ke interaksi langsung dengan penjual, menimbulkan pertanyaan tentang faktor-faktor yang mendorong pembelian impulsif dalam konteks ini.

Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi dorongan pembelian impulsif produk fashion pada Shopee  Live dengan mengadopsi kerangka Stimulus-Organism-Response. Pengumpulan data dilakukan melalui survei responden yang pernah melakukan pembelian produk fashion di Shopee  Live. Data dianalisis menggunakan metode PLS-SEM dengan perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa variabel attractiveness, trustworthiness, dan expertise berpengaruh positif dan signifikan terhadap perceived enjoyment, sedangkan product usefulness, purchase convenience, dan product price memiliki pengaruh positif terhadap perceived usefulness. Selain itu, ditemukan bahwa perceived usefulness dan perceived enjoyment berkontribusi secara signifikan terhadap dorongan pembelian impulsif produk fashion.

E-commerce has now become an important part of the lives of Indonesian society, driven by technological advancements and smartphones. One of the main trends is the use of live streaming to enhance interaction between sellers and buyers, with Shopee  Live being the most widely used platform for live streaming shopping. This research focuses on fashion products, which show a high purchasing rate through Shopee  Live. The change in consumer behavior, from relying on product descriptions to direct interaction with sellers, raises questions about the factors that drive impulsive purchases in this context.

This study aims to identify the factors influencing the urge to make impulsive purchases of fashion products on Shopee  Live by adopting the Stimulus-Organism-Response framework. Data collection was conducted through a survey of respondents who have made fashion purchases on Shopee  Live. The data were analyzed using the PLS-SEM method with SmartPLS 3.0 software. The results indicate that the variables of attractiveness, trustworthiness, and expertise have a positive and significant impact on perceived enjoyment, while product usefulness, purchase convenience, and product price positively influence perceived usefulness. Additionally, it was found that perceived usefulness and perceived enjoyment significantly contribute to the urge to make impulsive purchases of fashion products.