relation: https://eprints.untirta.ac.id/50855/
title: ANALISIS PENGARUH FAKTOR-FAKTOR EKSTERNAL   TERHADAP PEMBELIAN IMPULSIF ONLINE MELALUI   MEDIATOR GAIRAH DAN KESENANGAN
creator: APRIANA, ERLITA
subject: BF Psychology
subject: HB Economic Theory
subject: HF Commerce
description: The high penetration of e-commerce and the digital habits of Generation Z have made online impulse buying an increasingly prominent phenomenon, especially in interactive video content formats such as Shopee Video. This study examines how six external stimuli—time pressure, quantity pressure, competitive pricing, recommendations, visual appeal, and sound elements—influence online impulse purchases through two emotional mediators: arousal and pleasure. The research focuses on Generation Z consumers in Cilegon City, Banten Province, using a quantitative approach with Structural Equation Modeling–Partial Least Squares (SEM PLS). Data was collected through a structured online survey; validity, reliability, and path analysis tests were conducted in SmartPLS. The results indicate that only three stimuli—competitive pricing, recommendations, and voice—significantly enhance emotional states. Competitive pricing influences arousal (β = 0.201; p < 0.05) and pleasure (β = 0.217; p < 0.01); recommendations influenced excitement (β = 0.176; p < 0.05) but not enjoyment; while voice had a strong effect on both (β = 0.610 and β = 0.219; p < 0.01). Arousal positively correlates with enjoyment (β = 0.653; p < 0.001), but does not directly drive impulsive purchasing; enjoyment plays a significant role (β = 0.286; p < 0.05). Scarcity stimuli (time pressure, quantity pressure) and visual stimuli were not found to trigger meaningful emotional responses. The SRMR (0.112) and NFI (0.416) values indicate a partial model fit. Based on the existing results, the marketing strategy on Shopee Video in driving consumers' impulsive purchasing behavior cannot yet be concluded. However, with the preliminary findings, it is concluded that marketers should emphasize economic incentives, strengthen social recommendation features, and design enjoyable audio elements to optimize emotional experiences and drive impulsive purchases. Conversely, scarcity or time urgency is less effective for the more analytical and authenticity-seeking Generation Z in Cilegon. This study enriches the literature on consumption emotions in the local Indonesian context while providing practical guidance for e-commerce video content designers.
date: 2025-07-08
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/50855/1/Skripsi_Erlita%20Apriana_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/50855/8/Skripsi_Erlita%20Apriana_Ref.pdf
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identifier: https://eprints.untirta.ac.id/50855/9/Skripsi_Erlita%20Apriana_Lamp.pdf
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identifier: https://eprints.untirta.ac.id/50855/10/Erlita%20Apriana_3333210018_CP.pdf
identifier:   APRIANA, ERLITA  (2025) ANALISIS PENGARUH FAKTOR-FAKTOR EKSTERNAL TERHADAP PEMBELIAN IMPULSIF ONLINE MELALUI MEDIATOR GAIRAH DAN KESENANGAN.  S1 thesis, Fakultas Teknik Universitas Sultan Ageng Tirtayasa.