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Analysis of Factors Affecting Impulse Buying on Shopee and TikTok Live Shopping Platforms: A Conceptual Paper Helda Widyarani Lutviari; Widodo, Arry; Silvianita, Anita; Rubiyanti, Nurafni
International Journal of Integrative Sciences Vol. 3 No. 5 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijis.v3i5.9346

Abstract

The presence of live shopping on e-commerce platforms such as Shopee and TikTok has created a new trend called impulse buying, where customers make purchases spontaneously and without prior planning. Based on trend analysis, several factors have been identified as influences on impulse buying in live shopping, namely Fear of Missing Out (FOMO), Scarcity message, Shopping Lifestyle, Price Discount, and Perceived Enjoyment. This study aims to evaluate the impact of these variables on impulse buying behavior on the Shopee Live and TikTok Live live shopping platforms. The research sample will consist of consumers who have made impulse purchases while watching live shopping on both platforms. This research uses a quantitative approach with the Structural Equation Modeling (SEM) method and the Partial Least Square (PLS) approach using SmartPLS 3.0 software. It is hoped that this research can provide new insights in understanding the phenomenon of impulse buying on Shopee Live and TikTok Live live shopping, and provide recommendations for live shopping platforms to improve their marketing strategies to increase impulse buying
Hyper-personalization in Social Media Marketing (Conceptual Framework) Nurhayati, Lina; Widodo, Arry; Silvianita, Anita; Rubiyanti, Nurafni
International Journal of Integrative Sciences Vol. 3 No. 5 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijis.v3i5.9382

Abstract

This study aims to analyze the relationship between social media marketing, attitude, subjective norm, perceived ease of use, perceived usefulness, behavior intention, and purchase behavior using a correlational approach. The sample population consists of Tiktok and Shoppe application users selected by purposive sampling method. The sample consists of generation Z who have seen live Shoppe and Tiktok, with domicile in Bandung. The Partial Least Squares (PLS) approach to Structural Equation Modeling (SEM) is used to analyze the collected data. The results showed that social media marketing has a significant positive influence on attitude, subjective norm, perceived ease of use, and perceived usefulness. Attitude, subjective norm, perceived ease of use, and perceived usefulness also have a significant positive influence on behavior intention. In the end, behavior intention has a significant positive influence on purchase behavior. In conclusion, social media marketing plays an important role in shaping attitudes, subjective norms, perceived ease of use, and perceived usefulness that will affect behavior intention and purchase behavior. Companies must take advantage of features available on social media, such as live Shoppe and Tiktok, and provide relevant and interesting content for consumers. In addition, companies must also pay attention to consumer preferences and needs in promoting products or services promoted through social media
Co-Authors Ade Irma Susanty Adib Alfikry Aditya, I Putu Yopha Candra Adri Firdaus Afwa, Intan Lailya Agus Maolana Hidayat Ahmad, Mokhtarrudin Aisyah Geovani Suryaningrum Akhmad Yunani Aldi Akbar Alfarisy, Ghifary Alfayza Diva Azra Allya Nabila Audia Allyfia Dhaneswari Prastowo Amalia Nursyamsiah Aprilia Diahayu Ningtias Ardika, I Gede Agus Arianto, Mahdar Arry Widodo Arsandi, Andra Yusuf Arthadita, Sherly Arya, Gusti Ayu Agung Deviana Aurik Gustomo Azhar Humaira Syabani bin Abu Sujak, Aznul Fazrin Cahyani, Made Gita Dwi Candra Wijayangka Citra Kusuma Dewi Dandy Adimas Dwi Putra Davide Calandra Dematria Pringgabayu Devi Nur Febrianti Dewi Padmi Pratiwi Dewi, Emilia Fitriana Diah Tiffani Annisa Dinda Aulia Rahmah Dinda Azzahra Dodi Jayen Suwarno Dudi Pratomo Eva Nurhazizah Fadhila, Atim Fahmi Renaldy Azzam Fahri, Muhammad Afdhal Fajriana Khayatul Zikra Fanisa Tris Wandani Farah Alfanur Fatizah Amanda Fauziah Adinda Kusuma Fazrin bin Abu Sujak, Aznul Federico Lanzalonga Fitria Anjani Fitria Anjani, Fitria Fitriani Nur Utami Frandelli, Jostein Ghina Alya Audina Ghulam Ilmam H Ghulam Ilmam Hindami Gita Indah Hapsari Gusfi, Dhiya Athaya Hapsari, Ayuningtyas Yuli Harris, Rizki Maulana Helda Widyarani Lutviari Herdiansyah Gustira Pramudia Suryono Herdiawan, Muhammad Rafli Hindami, Ghulam Ilmam Hutagalung, Maria Magdalena Ihsan Hadiansah Inayah, Rachel Cinta Indah Permata Solihah Indira Rachmawati Jabir, Muh. Agung Jonneli, Halimah Husna Jostein Frandelli Khairi Widyastiara Kumalasari, Amalina Dewi Kusuma, Fauziah Adinda Kusuma, Tatiana Kusumawati, Tasya Dewi Kuswandini, Lindha Lestari, Diana Greta Femi Lianto, Fazrian M. Fikri Mahendra Fakhri Mahir Pradana Mangsor, Miza Maratur, Gracen Glory Bintang Marsha Adilla Rahmani Marthadipa, Wisnu Bagus Trio Mia Rosmiati Michele Oppioli Muhammad Luthfi Nandya, Elsavira Nathania, Geovanni Nielzhan, Haqhi Ningrum, Siska Ayu Norra Salbela Nova Novitasari, Febby Nugraha, Inda Aswa Nuraminda, Minda Nurhayati, Lina Nurul Aulia Ramadhina Omnie primiana Panggabean, Elizabeth Romaito Permatasari, Intan Ayu Prajna Deshanta Ibnugraha Pramuditha, Salsabillah Putri Rizky Amanda Pratiwi, Dewi Padmi Puji Nursyabani, Annisa Purwandani, Meirissa Putra, Dandy Adimas Dwi Putri, Fatria Eka Putri, Mustika Ardya Putu Nina Madiawati R. Amalina Dewi Kumalasari R. Nurafni Rubiyanti Rafiansyah, Muhammad Rahmat, Dafrian Nur Raja Razali, Raja Razana Ramadhani, Moch. Romy Ratih Hendayani Ridhofifattah, Krismaha Rizki Maulana Harris Romdoniah, Indah Siti Rubianti, Nurafni Rubiyanti, R. Nurafn Rubyanti, Nurafni Saleh, Yusril Salsabil, M. Amel Saragih, Rohmat Saragih, Romat Sari, Mutiara Kusuma Sari, Uut Permata Shaomi Fujiyanti Amalia Sherly Artadita Sihombing, Reni Pratiwi Solihah, Indah Permata Tarandhika Tantra Tri Indra Wijaksana Ummi Khoiri Lathifa Vallery Marcelyno Virgialdo, David Wahyu Anggoro, Febrian Setyo Widyastiara, Khairi Witjaksono, Henry Tri Adi Yudantri, Anindya Sukma Yuhana Astuti Yulia Nur Hasanah Yuliani, Amira Rizki Zahid, Azham Zidney Izzatul Ichsan