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All Journal International Journal of Pedagogy and Teacher Education Jurnal Pendidikan dan Kewirausahaan EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) TIN: TERAPAN INFORMATIKA NUSANTARA JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Transekonomika : Akuntansi, Bisnis dan Keuangan Communications in Humanities and Social Sciences Journal of Trends Economics and Accounting Research Jurnal Humaniora dan Ilmu Pendidikan EKONOMIKA SYARIAH : Journal of Economic Studies JURNAL AKUNTANSI DAN BISNIS Journal of Community Dedication Economics and Business Journal Jurnal Ilmiah Manajemen dan Kewirausahaan (JIMBE) (JUMPER) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE COSMOS Ecoducation META - JOURNAL
Benediktus Rolando
Department Of Management, Faculty Of Business And Management, Universitas Dinamika Bangsa, Jambi,
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Journal : ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING

 1 
Pengaruh Live Streaming Selling dan Discount Pada Tiktok Shop Rolando, Benediktus; Angelica, Natasya
ARBITRASE: Journal of Economics and Accounting Vol. 5 No. 2 (2024): November 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/arbitrase.v5i2.2092

Abstract

This study examines the influence of Live Streaming Selling and discounts on Impulse Buying  behavior among Gen Z on the TikTok Shop platform. The objective of this research is to understand how these two factors can trigger impulsive purchasing decisions among young users. The type of research conducted is quantitative, with a sample of 99 respondents who are students aged 17-27 years actively using TikTok. Data collection was carried out through the distribution of questionnaires containing a Likert scale to measure respondents' perceptions. Data analysis was performed using quantitative descriptive and correlational methods to determine the relationship between the variables. The results indicate that Live Streaming Selling has a significant influence (t=2.242, p=0.027) and discounts also have a significant effect (t=2.018, p=0.046) on Gen Z's Impulse Buying  behavior. Simultaneously, both variables demonstrate a strong influence (F=29.707, p<0.05) with a determination coefficient (R²) of 0.382, indicating that 38.2% of the variation in Impulse Buying  behavior can be explained by these two factors. The implications of this research suggest that marketers need to integrate live streaming strategies with attractive discount offerings, enhance interactivity during live streaming sessions, and design discount programs tailored to Gen Z preferences. These findings also suggest the importance of maintaining live streaming content quality and timing discount offers to optimize their impact on impulse purchasing decisions.
Pengaruh Viral Marketing Shopee Affiliate, Kualitas Produk, dan Harga Terhadap Minat Beli Konsumen Shopee Rolando, Benediktus; Nur Azizah, Fitrica; Karaniya Wigayha, Carmel
ARBITRASE: Journal of Economics and Accounting Vol. 5 No. 2 (2024): November 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/arbitrase.v5i2.2167

Abstract

This study aims to examine the influence of viral marketing, product quality, and price on consumer purchase intention on the Shopee e-commerce platform. Data were collected through a questionnaire-based survey involving 100 university students in the Tangerang area, using a purposive sampling approach. The data were analyzed using multiple linear regression analysis, with validity, reliability, and classical assumption testing conducted via SPSS version 26 statistical software. The results indicate that all three independent variables have positive and significant effects on consumer purchase intention, with viral marketing (t-count=6.854, p=0.0394), product quality (t-count=5.994, p=0.001), and price (t-count=6.840, p=0.000) each exceeding the t-tabel value (1.650). The F-test (F=8.932 > F-tabel=2.28) confirms the simultaneous influence of these three variables. Theoretically, this study enriches the existing literature on consumer behavior by providing empirical evidence that supports marketing theories emphasizing the importance of digital strategies, product attributes, and pricing in shaping consumer choices, particularly in the e-commerce sector. From an industry perspective, the findings highlight the critical role of viral marketing in boosting consumer purchase intention and purchase decisions, suggesting that e-commerce platforms like Shopee should continue investing in digital marketing campaigns and influencer collaborations. Additionally, the study demonstrates that maintaining high product quality and offering competitive prices are key to driving purchase decisions, providing valuable strategic insights for businesses to refine their marketing, product management, and pricing strategies.
Co-Authors Al-Amin, Al-Amin Angelica, Natasya Dea, Alhima Nurmala Dewi, Komala Enty Evasari Simanjuntak Ferdian, Kevin Herry Mulyono Herry Mulyono Ignatius Septo Pramesworo Iiz Izmuddin Ingriana, Alberta Ingriana, Alberta Ingriana Johni Paul Karolus Pasaribu Karaniya Wigayha, Carmel Mohamad Khairi Bin Haji Othman Nanda Utami, Febby Nur Azizah, Fitrica Nuraini, Ike Purnama, Benni Rahmat Rahmat Rantetandung, Delizea Christy Disa Rina Apriliani Rina Hartanti Robby Cahyadi SILVIA EKASARI Sunara, Nathaniel Toby Tanuwijaya, Michael Wijaya, Felix Winata, Vannes Winaya, Ni Nyoman Teristiyani Yen, Yenny Chie Oi ZUWARDI, ZUWARDI