Pengaruh User Generated Content, Live Streaming, Influencer Marketing dan Motivasi Belanja Hedonis terhadap Pembelian Impulsif pada Shopee

Abstract

Technology has become an important things and dominates, especially in business sector, so that a new habit has release and it calls online shopping. Online shopping is considered more effective dan efficient because no need transactions face to face anymore. Market place is a platform for online shopping transactions whics comes in various forms, one of which is e – commerce, which is the most used in Indonesia. Shopee becomes the main as the most e – commerce used by Indonesia consumers and contributed gently to online sales in Indonesia. This is one of the reasons why Shopee is interesting to research. This study aims to testing and analyzing the influence of User Generated Content (X1), Live Streaming (X2), Influencer Marketing (X3) and Hedonic Shopping Motivations (X4) on Impulsive Buying on Shopee (Y). This research is an explanatory research which was use a qualitative method that is quantified. The population in this research are students of University of Jember. The sampling technique uses non – probability sampling with a purposive sampling method. This study was empirically measured by collecting data from 210 respondents. The data was collected by Google Forms which was shared by online from 20th October 2023 until 28th October 2023. Data analysis uses multiple linear regression analysis using IBM SPSS version 25. This study found that: a) User Generated Content has a insignificant effect on Impulsive Buying; b) Live Streaming has a significant effect on Impulsive Buying; c) Influencer Marketing has a significant effect on Impulsive Buying; d) Hedonic Shopping Motivation has a significant effect on Impulsive Buying.