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.
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Abstract
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.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tingginya penetrasi e-commerce dan kebiasaan digital Generasi Z menjadikan pembelian impulsif online fenomena yang kian menonjol, terutama pada format konten video interaktif seperti Shopee Video. Studi ini menguji bagaimana enam stimulus eksternal—tekanan waktu, tekanan kuantitas, harga kompetitif, rekomendasi, daya tarik visual, dan elemen suara—mempengaruhi pembelian impulsif online melalui mediator dua dimensi emosi, yakni gairah (arousal) dan kesenangan (pleasure). Riset berfokus pada konsumen Generasi Z di Kota Cilegon, Provinsi Banten, menggunakan pendekatan kuantitatif dengan Structural Equation Modelling–Partial Least Squares (SEM PLS). Data dikumpulkan melalui survei daring terstruktur; uji validitas, reliabilitas, serta analisis jalur dilakukan dalam SmartPLS. Hasil menunjukkan hanya tiga stimulus—harga kompetitif, rekomendasi, dan suara—yang secara signifikan meningkatkan kondisi emosional. Harga kompetitif memengaruhi gairah (β = 0,201; p < 0,05) dan kesenangan (β = 0,217; p < 0,01); rekomendasi memengaruhi gairah (β = 0,176; p < 0,05) namun tidak kesenangan; sedangkan suara berpengaruh kuat terhadap keduanya (β = 0,610 dan β = 0,219; p < 0,01). Gairah berkorelasi positif dengan kesenangan (β = 0,653; p < 0,001), namun tidak langsung mendorong pembelian impulsif; kesenanganlah yang berperan signifikan (β = 0,286; p < 0,05). Stimulus kelangkaan (tekanan waktu, tekanan kuantitas) dan visual tidak terbukti memicu respons emosional berarti. Nilai SRMR (0,112) dan NFI (0,416) mengindikasikan model fit parsial. Berdasarkan hasil yang ada, strategi pemasaran di Shopee Video dalam mendorong perilaku pembelian impulsif konsumen belum dapat disimpulkan. Namun dengan temuan sementara, diperoleh hasil bahwa pemasar sebaiknya menonjolkan insentif ekonomis, memperkuat fitur rekomendasi sosial, serta merancang elemen audio yang menyenangkan untuk mengoptimalisasi pengalaman emosional dan mendorong pembelian impulsif. Sebaliknya, kelangkaan atau urgensi waktu kurang efektif bagi Generasi Z Cilegon yang lebih analitis dan mencari autentisitas. Studi ini memperkaya literatur emosi konsumsi pada konteks lokal Indonesia sekaligus memberi panduan praktis bagi perancang konten video e-commerce. | |||||||||
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HF Commerce |
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| Divisions: | 03-Fakultas Teknik 03-Fakultas Teknik > 26201-Jurusan Teknik Industri |
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| Depositing User: | Erlita Apriana | |||||||||
| Date Deposited: | 08 Jul 2025 06:06 | |||||||||
| Last Modified: | 08 Jul 2025 06:06 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/50855 |
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