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Abstract

Perilaku pembelian impulsif saat ini sedang marak terjadi khususnya di Indonesia. Fokus pada penelitian ini pada penjualan secara lingsung melalui live streaming shopping yang sedang marak di Indonesia di tambah dengan pengaruh mediasi dari kepribadian dan emosi yang di miliki oleh audien atau masyarakat yang membuat sidat impulsif menjadi semakin menjadi. Data dikumpulkan melalui kuesioner online yang di sebar dengan jumlah sampel yang menjadi partisipan sebanyak 102 orang responden yang melakuakan pembelian secara daring melalui fitur live streaming. Teknik analisis data yang digunakan dalam penelitian ini yaitu Structural Equational Modeling (SEM) dengan software AMOS Versi 26. Temuan dalam penelitian ini adalah bahwa terdapat pengaruh langsung dari live streaming, emosi dan kepribadian terhadap impulsive buying. Pengaruh yang mendominasi dari pengaruh langsung ini yakni pengaruh langsung dari live streaming terhadap impulsive buying. Selain menliti pengaruh langsung, diteliti juga pengaruh mediasi dari live streaming terhadap impulsive buying melalui emosi dan juaga kepribadian. Hasil dari pengujian mediasi menujukan emosi dan kepribadian dapat memediasi live streaming terhadap impulsive buying dengan emosi menjadi pengaruh mediasi terkuat antara live streaming terhadap impulsive buying

Keywords

Live Streaming, Emosi, Kepribadian, Impulsive Buying.

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How to Cite
Yudhistira, A. . (2024). Live Streaming Adalah Ancaman! Pengaruh Live Streaming Terhadap Impulsive Buying Yang Dimediasai Oleh Emosi Dan Kepribadian Pada Masyarakat Tasikmalaya. Economics and Digital Business Review, 6(1), 98–116. Retrieved from https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/1972
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