Live Streaming, Cash on Delivery, dan E-Trust Serta Pengaruhnya terhadap Keputusan Pembelian Impulsif Pengguna Shopee di Kota Pekanbaru
DOI:
https://doi.org/10.5281/zenodo.12175845Keywords:
Live Streaming, Cash On Delivery, E-Trust, Impulsive BuyingAbstract
This study aims to determine the effect of live streaming, cash on delivery, and e-trust on the impulse purchase decisions of fashion products by shopee users in the Pekanbaru. This type of research is quantitative research using multiple linear regression methods. The number of samples in this study were 96 respondents who were selected using a purposive sampling method. Data collection was carried out by distributing questionnaires to respondents. Research data were analyzed using the SPSS V.25 program. The results of this study show that partially live streaming, cash on delivery, and e-trust have a positive and significant effect on the impulse buying purchase decisions of fashion products by shopee users in the Pekanbaru city. Simultaneous test results show that live streamimg and e-trust have a positive and significant influence on the impulse buying purchase decsions of fashion products by shopee users in the pekanbaru. Cash on Delivery have a positive and significant influence on the impulse buying purchase decsions of fashion products by shopee users in the pekanbaru. The R Square value is 0,285 or 27,5%, indicating that the live streaming, cash on delivery, and e-trust variables as a whole have an influence of 27,5% on the impulse buying intention variable. While the remaining 72,5% is influenced by other variables not examined in this study.
Downloads
References
A. W. Irawan, A. Yusufianto, D. Agustina, and R. D. (2020). Laporan survei internet APJII 2019 – 2020. available:%0Ahttps://apjii.or.id/survei%0D
Agustini, F. (2019). Strategi Manajemen Sumber Daya Manusia.
Alamanda, Y. (2018). Pengaruh Harga Diri dan Gaya Hidup Terhadap Perilaku Konsumtif. Psikoborneo: Jurnal Ilmiah Psikologi, 6(2), 273–279. https://doi.org/10.30872/psikoborneo.v6i2.4570
Athanasopoulou, P., Giovanis, A. N., & Tsoukatos, E. (2017). Athanasopoulou , P ., Giovanis , A . N ., Karounis , V ., Tsoukatos , E . ( 2017 ) “ INVOLVING CUSTOMERS IN NEW SERVICE DEVELOPMENT : PAST , PRESENT AND FUTURE ”, Proceedings of the 10th Annual Co ... November.
Arianto, F., & Hayani, N. (2023). Pengaruh Fitur Layanan, Ease of Use, dan Sales Promotion Terhadap Keputusan Penggunaan E-Wallet Dana di Kota Pekanbaru. IJBEM : Indonesian Journal of Business Economics and Management, 3(1), 9-16. Retrieved from https://journal.irpi.or.id/index.php/ijbem/article/view/707
Barkah, & Nabila, M. E. (2021). Pengaruh E-Service Quality, E-Trust, dan E-WOM Terhadap E-Satisfaction Pengguna Aplikasi Shopee di Kota Pontianak. Proceeding Seminar Bisnis Seri V, 269–277.
Dewandari, B. P., & Putri, E. T. (2021). Pengaruh Citra Tubuh dan Kontrol Diri Terhadap Perilaku Konsumtif pada Wanita Dewasa Awal di Kota Samarinda. Psikoborneo: Jurnal Ilmiah Psikologi, 9(2), 402. https://doi.org/10.30872/psikoborneo.v9i2.5981
Djamil, N. (2023). Pelanggaran Prinsip Etika Audit dalam Dysfunctional Audit Behavior: Violation of Audit Ethics Principles in Dysfunctional Audit Behavior. JAAMTER : Jurnal Audit Akuntansi Manajemen Terintegrasi, 1(3), 164–177. https://doi.org/10.5281/zenodo.8394964
Djamil, N. (2023). Trading in Influence: Modus Baru dalam Korupsi Indonesia Tahun 2022 dan Paradoks Kriminalisasi . JAAMTER : Jurnal Audit Akuntansi Manajemen Terintegrasi, 1(4), 294–304. https://doi.org/10.5281/zenodo.10494654
Ermansyah, E., Sosiady, M., Adriyani, A., & Djamil, N. (2022). Strategi Bersaing Bisnis Etnis Warga Tionghoa Pada Masa Pandemi Di Selatpanjang Meranti. BENING, 9(2), 69-79. (https://www.journal.unrika.ac.id/index.php/beningjournal/article/view/4582)
Gumilang, A. (2017). Pelayanan Kualitas Produk Dan Jasa. Unikom, 15(2), 1–23.
Halaweh, M. (2018). Cash on delivery (COD) as an alternative payment method for e-commerce transactions: Analysis and implications. International Journal of Sociotechnology and Knowledge Development, 10(4), 1–12. https://doi.org/10.4018/IJSKD.2018100101
Hidayat, R., & Tryanti, I. K. (2018). Pengaruh Fashion Involvement Dan Shopping Lifestyle Terhadap Impulsive Buying Mahasiswa Politeknik Negeri Batam. Journal of Applied Business Administration, 2(2), 174–180. https://doi.org/10.30871/jaba.v2i2.1117
Nasution, U. A., Harahap, E., & Rafika, M. (2022). Pengaruh Harga, Ulasan Produk, dan Sistem Pembayaran COD Terhadap Keputusan Pembelian di Shopee (Studi Kasus Mahasiswa FEB-ULB). Journal of Business and Economics Research (JBE), 3(2), 58–63. https://doi.org/10.47065/jbe.v3i2.1672
Salsabila, R. F., & Suyanto, A. (2022). Analisis Faktor-Faktor Pembelian Impulsif pada E-commerce Kecantikan. Jurnal Samudra Ekonomi Dan Bisnis, 13(1), 76–89. https://doi.org/10.33059/jseb.v13i1.3568
Saputra, G. G., & Fadhilah, F. (2022). Pengaruh Live Streaming Shopping Instagram Terhadap Kepercayaan Konsumen Online dan Dampaknya pada Keputusan Pembelian. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(2), 442–452. https://doi.org/10.47065/ekuitas.v4i2.2353
Song, C., & Liu, Y.-L. (2021). The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China. 23rd Biennial Conference of the International Telecommunications Society (ITS): “Digital Societies and Industrial Transformations: Policies, Markets, and Technologies in a Post-Covid World,” 1–18. http://hdl.handle.net/10419/238054
Tanriady, I., & Septina, F. (2022). Pengaruh E-Wom dan Sales Promotion Terhadap Impulsive Buying Produk Fashion di Shopee pada Mahasiswa Universitas Ciputra Surabaya. JEMMA (Journal of Economic, Management and Accounting), 5(1), 1. https://doi.org/10.35914/jemma.v5i1.800
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Bintang Gemilang Efendi, Nurrahmi Hayani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
