PERAN SOCIAL PRESENCE TERHADAP IMPULSE BUYING PADA KONSUMEN TIKTOK LIVE STREAMING SHOP BERDASARKAN S-O-R FRAMEWORK

SRI YANTI OKTAVIA, 1011910081 (2023) PERAN SOCIAL PRESENCE TERHADAP IMPULSE BUYING PADA KONSUMEN TIKTOK LIVE STREAMING SHOP BERDASARKAN S-O-R FRAMEWORK. Undergraduate thesis, Universitas Internasional Semen Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengeksplorasi bagaimana pengaruh kehadiran sosial (social presence) dalam streaming langsung terhadap pembelian impulsif melalui keadaan emosional gairah dan kesenangan berdasarkan kerangka kerja S-O-R (Stimulus-Organism-Respons). Objek dalam penelitian ini yaitu konsumen TikTok Live streaming Shop yang berusia 18 tahun ke atas. Teknik pengumpulan data yang digunakan yaitu dengan kuesioner melalui google form . Sampel yang digunakan dalam penelitian ini sebanyak 200 responden dengan menggunakan metode SEM dibantu dengan software AMOS 22 Hasil penelitian menunjukkan bahwasannya adanya pengaruh social presence of broadcaster, social presence of live streaming terhadap gairah dan kesenangan. Sedangkan hasil social presence of viewers terhadap gairah berpengaruh, namun tidak berpengaruh terhadap kesenangan. Kemudian hasil dari gairah dan kesenangan berpengaruh terhadap pembelian secara impulsif konsumen TikTok Live streaming Shop.

Item Type: Thesis (Undergraduate)
Additional Information: Softfile/KK.23/UISI-01
Uncontrolled Keywords: SOR Framework, Social Presence, Gairah, Kesenangan, Impulse Buying, Live Streaming
Contributors:
ContributionNameEmail
Thesis advisorAlfina, S.M., M.M.Alfina@uisi.ac.id
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Department of Management
Depositing User: Sri Yanti Oktavia
Date Deposited: 19 Sep 2023 09:05
Last Modified: 19 Sep 2023 09:05
URI: https://repository.uisi.ac.id/id/eprint/4707

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