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All Journal Kajian Ilmiah Mahasiswa Manajemen Jurnal Widya Manajemen & Akuntansi JPM (Jurnal Pemberdayaan Masyarakat) Jurnal Manajemen Pemasaran Media Mahardhika MABIS: Manajemen dan Bisnis INTEGRITAS : Jurnal Pengabdian Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Jurnal Manajemen Palmyra Fiber as Additional Materials on Solid Concrete Brick of Aggregate Jurnal Pengabdian Masyarakat Indonesia Peka: Jurnal Pengabdian Kepada Masyarakat Journal Community Service Consortium Madani : Jurnal Pengabdian Kepada Masyarakat
Diyah Tulipa
Widya Mandala Surabaya Catholic University
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Journal : Jurnal Manajemen Pemasaran

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PENGARUH SOCIAL PRESENCE DAN SCARCITY TERHADAP IMPULSE BUYING MELALUI EMOTION PADA LIVE STREAMING E-COMMERCE SHOPEE LIVE Tedry, Antonius Kevin; Tulipa, Diyah
Jurnal Manajemen Pemasaran Vol. 19 No. 1 (2025): APRIL 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.19.1.31-45

Abstract

Penelitian ini bertujuan untuk menguji pengaruh dari Social Presence dan Scarcity terhadap Impulse Buying melalui Emotion dalam konteks live streaming e-commerce Shopee Live. Jumlah responden yang berhasil diperoleh dan diolah datanya sebesar 137 responden. Responden penelitian adalah berusia 17 tahun ke atas, domisili di Surabaya, pengguna Shopee Live dalam 3 bulan terakhir, dan pernah membeli produk fashion atau aksesoris. Alat yang dipakai untuk proses pengolahan data adalah pendekatan model struktural dengan teknik Partial Least Square (PLS-SEM). Hasil penelitian ini menunjukkan bahwa Emotion memediasi hubungan antara Social Presence dan Impulse Buying. Selain itu, Emotion juga memediasi hubungan antara Scarcity dan Impulse Buying.
Co-Authors Adriana Anteng Anggorowati Aldo Hardi Sancoko Andrew Joewono Andrew Joewono, Andrew Andy Pratama Sulistyo Chatarina Dian Indrawati Christina Whidya Utami Dyna Rachmawati Dyna Rachmawati Gratianus Edwi Nugrohadi Ignatius Srianta Ivan Gunawan Karnadjaja, Claudia Cindy Lasmono, Sandi Lenandi Soetrisno Lena Ellitan Lukito, Robertus Sigit Haribowo Margaretha Ardhanari Mettan, Santho Vlennery Mudjilah Rahayu Pranjoto, Hartono Robik Anwar Dani Simmamora, Agatha Liney Srianta, Ignatius Suseno, Thomas Putut Indarto Tania Mellifan Tedry, Antonius Kevin Vaddhano, Nyana Veronika Rahmawati