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All Journal Biospecies iBuss Management JIMKesmas (Jurnal Ilmiah Mahasiswa Kesehatan Masyarakat) Jurnal Visual Jurnal EduHealth Kajian Branding Indonesia Buletin Kedokteran dan Kesehatan Prima International Journal of Health and Pharmaceutical (IJHP)
Janice Janice
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Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Immunology & microbiology Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary

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Journal : Kajian Branding Indonesia

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Factors Influencing Gen-Z’s Purchase Intention as Consequences of Product Placement Practice in K-Drama Janice, Janice; Rosa, Tamara; Widjojo, Handyanto; Amelia, Novi
Kajian Branding Indonesia Vol 7 No 1 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.1.23-37

Abstract

This study aims at investigating how scarcity, demand, convenience, interactivity, and playfulness affect impulsive purchasing on live streaming e-commerce. This article explores how limitation in quantity, limitation of time, convenience, and interactiveness affect perceptions about arousal, enjoyment, and impulsive buying. In orderto achieve understanding in relation to how mental processes result in emotional outcomes leading to impulse purchase, this study adopts the S-O-R model theory of Mehrabian and Russell (1974). This is a quantitative research work that involves surveyed data collection and statistical analysis. With the assumption of indicationregarding limited time scarcity, limited quantity scarcity, demand, convenience, interactivity, playfulness, perceived arousal, and perceived enjoyment are related to impulsive purchase behavior. This study aims to support the validity and enhancement of the S-O-R model such that its use in explaining e-consumer behavior can be justified. Therefore, these implications for business will help them build marketing and branding strategy, promotion campaigns, product launches, live shopping events, and create loyal customers with return purchases. This study concludes that it is necessary to understand how scarcity, convenience, and interactivity affect spontaneity buying process in live selling electronic platforms and more studies should be done into this field.
Co-Authors Agustin Riagara, Restoe Amelia, Novi Amir, Widya Pasca Angie, Evelyn Arhamni, Ade Augustina Ika Widyani Bestari, Welas Bukit, Christin Debora Chiuman, Linda Djauhari Sumintardja Erwina Putri, Riri Fioni, Fioni Fransisca, Silvia Handyanto Widjojo Jessica Inez Leosaputro Kunardi, Sidharta Kurniawan, Evan Nasution, Syamsul Arifin Pasaribu, Jelita Pebriani Polem, Fahmi Putri, Lenni Dianna Rosa, Tamara Saragih, Reyini Namora L. Sebayang, Robby Gunawan Sihombing, Bungaran Simarmata, Hans Pangestu Siregar, Hesti Despita Sitorus, Josua Panangian Tarigan, Antje Irmella Yosefa, Stephanie Renata