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All Journal Abdimas Galuh : Jurnal Pengabdian Kepada Masyarakat Journal Of Human And Education (JAHE) Jurnal Inovasi Masyarakat Innovative: Journal Of Social Science Research Journal of Business and Management Inaba Journal of Islamic Law (EJIL)
Nisa Raudatul Janah
STIE GEMA WIDYA BANGSA
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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Journal : Innovative: Journal Of Social Science Research

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Analisis Framework Stimulus Organism Response (SOR) Pada Live Streaming Marketplace Terhadap Keputusan Pembelian Di LAF Project Janah, Nisa Raudatul; Istiqomah, Yuliani; Setiawati, Liya
Innovative: Journal Of Social Science Research Vol. 4 No. 5 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i5.14821

Abstract

Penelitian ini menganalisis pengaruh live streaming marketplace terhadap keputusan pembelian menggunakan kerangka Stimulus-Organism-Response (SOR) pada LAF Project, sebuah perusahaan ritel sepatu. Dengan memanfaatkan metode survei kuantitatif, data dikumpulkan dari 45 responden yang merupakan pengikut akun Shopee LAF Project. Penelitian ini berfokus pada tiga faktor utama: Store Atmosphere, Online Customer Reviews, dan Online Customer Ratings, untuk memahami bagaimana stimulus dari live streaming memengaruhi persepsi dan keputusan pembelian konsumen. Hasil penelitian menunjukkan bahwa Store Atmosphere dan Online Customer Reviews memiliki pengaruh positif signifikan terhadap keputusan pembelian, dengan Store Atmosphere menunjukkan pengaruh yang lebih kuat. Sebaliknya, Online Customer Ratings menunjukkan pengaruh negatif terhadap keputusan pembelian, yang menunjukkan bahwa faktor-faktor lain mungkin berperan dalam memoderasi pengaruh rating terhadap keputusan konsumen. Penelitian ini menegaskan pentingnya elemen-elemen SOR dalam mempengaruhi perilaku konsumen di platform live streaming dan implikasinya dalam strategi pemasaran digital
Analisis Framework Stimulus Organism Response (SOR) Pada Live Streaming Marketplace Terhadap Keputusan Pembelian Di LAF Project Janah, Nisa Raudatul; Istiqomah, Yuliani; Setiawati, Liya
Innovative: Journal Of Social Science Research Vol. 4 No. 5 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i5.14985

Abstract

This study analyzes the influence of marketplace live streaming on purchasing decisions using the Stimulus-Organism-Response (SOR) framework on LAF Project, a shoe retail company. Utilizing a quantitative survey method, data was collected from 45 respondents who are followers of LAF Project's Shopee account. This research focuses on three main factors: Store Atmosphere, Online Customer Reviews, and Online Customer Ratings, to understand how the stimulus from live streaming affects consumers' perceptions and purchasing decisions. The results show that Store Atmosphere and Online Customer Reviews have a significant positive influence on purchase decisions, with Store Atmosphere showing a stronger influence. In contrast, Online Customer Ratings showed a negative influence on purchase decisions, indicating that other factors may play a role in moderating the influence of ratings on consumer decisions. This study confirms the importance of SOR elements in influencing consumer behavior on live streaming platforms and the implications for digital marketing strategies.
Co-Authors Badie Uddin Fadillah, Sugiharto Jajat sudrajat Khaira, Alfin Liya Setiawati Septiani, Nisa Sulistyohati, Aprilia Wiwit Pawitri Yuliani Istiqomah