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All Journal Jurnal Studi Komunikasi Edumaspul: Jurnal Pendidikan Journal of Humanities and Social Studies Jurnal Review Pendidikan dan Pengajaran (JRPP) Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) PLAKAT : Jurnal Pelayanan Kepada Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Sosial dan Teknologi Jurnal Ilmiah Wahana Pendidikan KAGANGA KOMUNIKA: Journal of Communication Science Journal of Comprehensive Science Jurnal Indonesia Sosial Sains Jurnal Sosial-Politika Innovative: Journal Of Social Science Research Jurnal Indonesia : Manajemen Informatika dan Komunikasi Jurnal Ilmu Komunikasi Pattimura Jurnal Komunikasi Indonesia Inovasi Teknologi Masyarakat
Purwanti, Silviana
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Journal : Jurnal Sosial dan Teknologi

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Persepsi Generasi Z terhadap Fitur Shopee Live yang Mendorong Perilaku Pembelian Impulsif Saat Berbelanja di E-Commerce Shopee Devina, Devina; Purwanti, Silviana; Sucipta, Johantan Alfando Wikandana; Kristian, Dony
Jurnal Sosial Teknologi Vol. 5 No. 6 (2025): Jurnal Sosial dan Teknologi
Publisher : CV. Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jurnalsostech.v5i6.32223

Abstract

In the increasingly growing digital era, online transactions have become popular among the public, which has made consumer behavior undergo significant changes, especially among Generation Z who are very familiar with technology and social media. One of the features that is quite popular in e-commerce platforms is Shopee Live, which combines the concept of online shopping with interactive live broadcasts. This phenomenon shows a change in the way of shopping that is not only functional but also emotional, so that it has the potential to encourage impulsive buying behavior. This research was conducted with the aim of finding out how generation z's perception of the shopee live feature, especially persuasive communication elements, can encourage impulse purchase behavior when shopping at shopee e-commerce. This study uses a descriptive qualitative approach by conducting in-depth interviews with ten Generation Z informants in the city of Samarinda using purposive sampling techniques and Miles & Huberman analysis techniques. The results of the study show that Generation Z perceives Shopee Live as a fun, practical, and easy-to-use feature for the decision-making process. They consider this feature to be able to present a more real shopping experience than ordinary catalogs. The persuasive communication element in Shopee Live contributes to increasing interest in watching and helps encourage impulsive purchasing behavior. Thus, the shopee live feature has been proven to have a role in shaping positive perceptions while encouraging impulse buying behavior among generation Z in the context of online shopping. These findings provide insight for e-commerce players in designing more persuasive communication strategies, as well as encouraging consumers to be wiser in making purchasing decisions.
Co-Authors Abiyyu, Khansa Yumna Aditama, Bagus Aditya Agustian, Jaka Farih Alfando WS, Johantan Althalets, Fareis Amelia, Dara Anugrah, Agung Arsyad, Annisa Wahyuni Asshari, Ahmad Daniel Happy Putra Devina, Devina Dini Zulfiani Diningrum, Maynella Dwi Dristiana Dwivayani, Kadek Dwivayani, Kadek Dristiana Dyan Prastika, Netty Fawwaz, Farhan Ferdianto Putra, R. Yuda Firnanda, Febri Fitri, Ellysa Gultom, Josua Sonniwinter Gunawan, Muhammad Riswandi Hadiwijaya, Noor Alam Hairunnisa Hairunnisa Hairunnisa Hamdani Hamdani Hanyfah, Insyirah Haqiqi, Aprilika Herliani, Ade Herry Ramadhani Heru Ismanto Hidayat, Paramitha Putri Jamil, Muh. Juliyanti Juniarto, Fahryan Kamilah, Nazrah Kheyene Molekandella Boer Kristian, Dony Lolita, Carolina Meisye Magafira, Nurul Istian Manullang, Rossye Bethanita Maulidya, Sarah Nurliah Partini, Anjar Pradana, Rudi Adi Pratiwi, Putri Rinda Rahayu, Diah Ramadhan, Fakhri Ramadhan, Muhammad Ady Setiyawan Rasidia, Fikri Rina Juwita Rohma, Ainun Ni’ Matu Rohmah, Ainun Ni'Matu Rohmah, Ainun Nimatu Sary, Kezia Arum Senina, Alya Aulya Nurullita Sijaya, Zaynab Army Sinaga, Pardiaman Sucipta, Johantan Alfando Wikandana Syachrany, Muhammad Dzidan Syafrianto, Syafrianto Syahmawaty, Firda Iga Tendy, Tendy Tuffahati, Thifal Prameswari Wikandana Sucipta, Johantan Alfando Yunita Sari