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All Journal IKRA-ITH EKONOMIKA eCo-Buss
Riri Carissa
Binus Business School Binus University, Jakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Pengaruh Live Streaming, Hedonic Shopping Motivation, Price Discount terhadap Impulse Buying (Studi pada Generasi Z Pengguna Social Commerce Tiktok) Riri Carissa
eCo-Buss Vol. 7 No. 1 (2024): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v7i1.1502

Abstract

TikTok is experiencing rapid growth because it enables users to enjoy content and shop simultaneously on a single platform. The platform's live streaming feature allows users, creators, and businesses to promote and sell products. Not only that, hedonic shopping motivation can increase consumers' desire to continue shopping. Impulse buying made by consumers are also usually motivated by sales promotions such as price discounts. This study attempts to analyze the influence of Live Streaming, Hedonic Shopping Motivation, and Price Discount on Impulse Buying. This study employs quantitative methods by analyzing the outcomes of respondent questionnaires delivered via Google Form. The study focuses on Generation Z individuals who have used the live streaming commerce app (TikTok Shop). Sampling utilized non-probability sampling with a purposive technique, gathering 200 respondents meeting specific criteria measured across 19 indicators using a Likert Scale. Data were analyzed using SPSS Version 26. The research employed data analysis methods such as instrument validation, testing classical assumptions, and conducting hypothesis testing through multiple linear regression. The findings indicate that Live Streaming, Hedonic Shopping Motivation, and Price Discount each have a positive and significant influence, both individually and collectively, on Impulse Buying, contributing to 86.4% of the variance, while the remaining variance is attributed to other factors.
Analisis Faktor-faktor yang Mempengaruhi Minat Beli Pria terhadap Produk Skin Care pada Generasi Z melalui pendekatan Grounded Theory Nur Afidah; Riri Carissa; Rendy Sumara; Hasna Larasati; Nurina Nurina
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Pasar skincare yang berkembang pesat di Indonesia kini terjadi karena meningkatnya penggunaan produk perawatan kulit oleh segmen pria. Karenanya industri berupaya memperkenalkan berbagai produk yang ditujukan untuk pria. Penelitian ini meneliti faktor-faktor yang dapat mempengaruhi niat beli pria Gen Z pada produk perawatan kulit. Penelitian dilakukan dengan menggunakan metode kualitatif deskriptif melalui pendekatan grounded theory untuk mengembangkan teori baru berdasarkan temuan lapangan. Dengan mengumpulkan data melalui teknik Focus Group Discussion (FGD) dan wawancara mendalam dengan 10 responden, peneliti memperoleh 38 temuan pernyataan, yang diolah menjadi kode dan kemudian diidentifikasi menjadi delapan kategori, yang selanjutnya dikelompokkan menjadi empat tema utama. Pada akhirnya, ditemukan bahwa ada empat faktor yang mempengaruhi minat priaGen Z pada produk perawatan kulit, yang terdiri dari kandungan dan manfaat produk, rekomendasi dari keluarga, teman, influencer, dan juga dokter, serta harga dan keamanan, dan kenyamanan dalam mengkonsumsi produk.
Co-Authors Hasna Larasati Nur Afidah Nurina Nurina Rendy Sumara