GDL

The Effect of Interaction Quality and Price Discounts on Impulsive Purchase Decisions Through Live Streaming Shopping (Study on Generation Z In Bandung)

Skripsi, 023 / 2023 / BA
Undergraduate Theses from JBPTPPOLBAN / 2024-03-28 12:38:27
Oleh : 195254023 - Nanda Selvia (nandaslv2@gmail.com)
Dibuat : 2024-03-28, dengan 4 file

Keyword : kualitas interaksi, potongan harga, keputusan pembelian impulsif
Subjek : interaction quality, discount, impulse buying decision

Penggunaan live streaming shopping pada toko online membantu penjual dalam memperkenalkan produk, melakukan promosi, memberikan potongan harga, dan berinteraksi langsung dengan pelanggan maupun calon pelanggannya. Kegiatan promosi tersebut dapat berpengaruh terhadap perilaku konsumen untuk melakukan pembelian yang berlebihan secara tidak rasional. Untuk itu peneliti melakukan penelitian dengan tujuan mengetahui bagaimana pengaruh kualitas interaksi dan potongan harga terhadap keputusan pembelian impulsif melalui live streaming shopping. Penelitian dilakukan dengan metode pendekatan kuantitatif deskriptif yang diujikan kepada 195 responden melalui teknik pengumpulan data non probability sampling dan penentuan sampel purposive sampling. Data yang diperoleh diolah menggunakan software SPSS Statistics 23, dengan metode analisis data statistik deskriptif, asumsi klasik, regresi linear berganda, uji hipotesis serta koefisien determinasi. Hasil penelitian menunjukkan bahwa secara parsial variabel kualitas interaksi berpengaruh terhadap keputusan pembelian impulsif, sehingga H1 diterima. Potongan harga secara parsial juga berpengaruh terhadap keputusan pembelian impulsif, sehingga H2 diterima. Secara simultan, kualitas interaksi dan potongan harga juga berpengaruh terhadap keputusan pembelian impulsif sehingga H3 diterima, dengan besar pengaruh sebesar 30,5%. Untuk itu, disaranakan para penjual toko online dapat meningkatkan kualitas interaksi dan memberikan potongan harga kepada konsumen melalui live streaming shopping agar dapat mendorong konsumen untuk melakukan pembelain impulsif.

Deskripsi Alternatif :

The use of live streaming shopping in online stores helps sellers introduce products, carry out promotions, provide discounts, and interact directly with customers and potential customers. These promotional activities can influence consumer behavior to make excessive purchases irrationally. For this reason, researchers conducted research with the aim of knowing how the influence of interaction quality and price discounts on impulsive buying decisions through live streaming shopping. The research was conducted using a descriptive quantitative approach which was tested on 195 respondents through non-probability sampling data collection techniques and purposive sampling. The data obtained were processed using SPSS Statistics 23 software, using descriptive statistical data analysis methods, classical assumptions, multiple linear regression, hypothesis testing and the coefficient of determination. The results of the study show that partially the interaction quality variable influences the impulsive buying decision, so that H1 is accepted. Partial price discounts also affect impulse buying decisions, so H2 is accepted. Simultaneously, the quality of interaction and price discounts also influence impulsive buying decisions so that H3 is accepted, with a large influence of 30.5%. For this reason, it is suggested that online shop sellers can improve the quality of interaction and provide discounts to consumers through live streaming shopping in order to encourage consumers to make impulse purchases.

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