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All Journal Journal of Informatics and Computer Science (JINACS) Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Journal of Emerging Information Systems and Business Intelligence (JEISBI) Journal of Education Technology and Information System
Palupi, Ghea Sekar
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Computer Science & IT Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Mathematics Nursing Public Health

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Journal : Journal of Education Technology and Information System

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Implementation of the Stimulus-Organism-Response (S-O-R) Model in Analysing Impulse Buying of Fashion Products on Shopee Live Streaming Shopping Suyono, Fatasya; Palupi, Ghea Sekar
Journal of Education Technology and Information System Vol. 2 No. 01 (2026): Journal of Education Technology and Information System (JETIS)
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jetis.v2i01.38513

Abstract

E-commerce is now an important part of the lives of Indonesians, fuelled by the development of technology and smartphones. Recent studies have identified live streaming as a key trend in e-commerce, with particular reference to its use in increasing interaction between sellers and buyers. The most widely used platform for live streaming shopping is Shopee Live. This research focuses on fashion products, which show high purchase rates through Shopee Live. The change in consumer behaviour, from relying on product descriptions to direct interaction with sellers, raises questions about the factors that drive impulse purchases in this context. The present study has been designed to identify the factors that influence the impulse purchase of fashion products on Shopee Live. To this end, the Stimulus-Organism-Response framework has been adopted. Data was collected through a survey of respondents who had made fashion purchases on Shopee Live. The data were analysed using the PLS-SEM method with SmartPLS 3.0 software. The results showed that the variables of attractiveness, trustworthiness, and expertise have a positive and significant effect on perceived enjoyment, while product usefulness, purchase convenience, and product price have a positive influence on perceived usefulness. In addition, it was found that perceived usefulness and perceived enjoyment contribute significantly to the impulse purchase of fashion products.
Co-Authors Alrowayyan, Akbar Rizqi Amalia, Maula Cahya Aziman, Muhammad Atho'ullah Bisma, Rahadian Bonda Sisephaputra Damayanti, Prinsis Risma Firnanda, Adinda Nabila Hana Putri, Meidiana I Gusti Lanang Putra Eka Prismana, I Gusti Lanang Putra Eka Maghfiroh, Nungki Maraqonitatilla, Maraqonitatilla Napitupulu, Virelle Rachel Caroline Sa'adah, Choirotus Safitri, Jauza Audy Santosa, Dewi Shafitri Rachmadhani Putri Shahab, Ali Zainal Abidin Sofia, WInda Suryono, Muhammad Zacky Susanti, Martini Dwi Endah Suyono, Fatasya Wibawa, Rindu Puspita