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Abstract

Penelitian ini mengkaji pengaruh Scarcity Persuasion terhadap Impulsive Buying melalui Vicarious Experience dan Consumer Reaction dalam konteks e-commerce live streaming di platform Shopee Live. Selain itu, penelitian ini juga mengevaluasi peran moderasi Shopping Motivation dalam memperkuat hubungan antara Scarcity Persuasion dengan Vicarious Experience dan Consumer Reaction. Dengan menggunakan model Stimulus-Organism-Response (SOR), penelitian ini mengidentifikasi Scarcity Persuasion sebagai stimulus yang mempengaruhi perilaku pembelian impulsif konsumen melalui proses organisme, yaitu Vicarious Experience dan Consumer Reaction. Data diperoleh dari 225 responden yang terdiri dari konsumen generasi Milenial dan Gen Z di Indonesia, dan dianalisis menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa Scarcity Persuasion berpengaruh positif dan signifikan terhadap Vicarious Experience dan Consumer Reaction, yang selanjutnya meningkatkan Impulsive Buying dalam e-commerce live streaming di Shopee Live. Selain itu, Shopping Motivation bertindak sebagai moderator yang memperkuat hubungan antara Streamer Performance dengan Vicarious Experience dan Consumer Reaction, terutama pada Gen Z yang lebih terbiasa dengan interaksi digital. Penelitian ini memberikan kontribusi dalam memahami mekanisme impulsive buying dalam e-commerce live streaming serta menawarkan wawasan praktis bagi platform e-commerce untuk meningkatkan strategi pemasaran melalui live streaming.

Keywords

Scarcity Persuasion, Vicarious Experience, Consumer Reaction, Impulsive Buying, Sjopping Motivation.

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Septian, A. . (2024). Pengaruh Scarcity Persuasion terhadap Impulsive Buying yang dimoderasi oleh Shopping Motivation dalam E-Commerce Live Streaming : Platform Shopee Live. Economics and Digital Business Review, 6(1), 78–96. Retrieved from https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/1969
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