EFEK STIMULUS PADA LIVE STREAMING TERHADAP NIAT MEMBELI DI TOKO OFFLINE YANG DIMEDIASI SIKAP KONSUMEN(Studi Kasus Yogya Departemen Store Tasikmalaya)

Rahayu, Widi (2024) EFEK STIMULUS PADA LIVE STREAMING TERHADAP NIAT MEMBELI DI TOKO OFFLINE YANG DIMEDIASI SIKAP KONSUMEN(Studi Kasus Yogya Departemen Store Tasikmalaya). Other thesis, STIE BANK BPD JATENG.

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Abstract

As technology evolves, changing consumer behavior and influencing offline entrepreneurs in the face of offline and online market competition, live streaming marketing has become a revolutionary marketing strategy to bridge the gaps in offline and online marketing. The study aims to investigate the influence of environmental stimuli on consumer intentions to make offline purchases in the store after watching live streaming. The theoretical framework in this study uses the Stimuli Organism Responpon (SOR) model, a structured questionnaire used to gather data from respondents who have watched live streaming of Yogya at the Department of the Tasikmalaya Store. Structural Equation Modeling (SEM) with a second-order model is used to analyze the data of a total of 111 respondents. Research results showed that environmental stimulus has a significant positive effect on consumer intentions to make purchases in offline stores, and the attitude of live streaming providers and products partially mediates the relationship between environmental stimulation and purchase intentions in offline stores. This research update focuses on the location of the store and the specification and expands the scope of application of the SOR model. Keyword: Live streaming, Stimuli-organism-response (SOR)Consumer attitudeIn-store purchase intention

Item Type:	Thesis (Other)
Additional Information:	Perkembangan teknologi memberi perubahan perilaku konsumen dan berdampak terhadap pelaku usaha offline dalam mengadapi persaingan pasar offline dan online, live streaming marketing menjadi sebuah revolusi strategi pemasaran untuk menjembatani kesenjangan pemasaran offline dan online. Penelitian ini bertujuan menyelidiki pengaruh stimulus lingkungan pada niat beli di Toko setelah menonton live streaming. Kerangka teori dalam penelitian ini menggunakan model Stimuli Organism Response (SOR), kuesioner terstruktur digunakan untuk mengumpulkan data dari responden yang pernah menonton live streaming Yogya Departemen Store Tasikmalaya. Structural Equation Modelling (SEM) dengan model second order digunakan untuk menganalisis data sejumlah 111 jawaban responden. Hasil penelitian menunjukan bahwa stimulus lingkungan memiliki efek postif signifikan memengaruhi niat konsumen melakukan pembelian di toko offline dan sikap penyaji live streaming dan produk secara parsial memediasi hubungan stimulus lingkungan dan niat beli di Toko offline, keterbaruan penelitian ini terletak pada lokasi toko dan akun yang ditentukan hanya 1, dan memperluas lingkup penerapan model SOR.
Uncontrolled Keywords:	Live streaming, SOR, Stimulus Lingkungan, Sikap Konsumen, Niat membeli
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	22 Mar 2024 04:39
Last Modified:	22 Mar 2024 04:39
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/1930

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