Syafiqoh, Siti Minhatus (2024) HEDONISM VALUE SEBAGAI MEDIATOR PENGARUH E-COMMERCE LIVE STREAMING TERHADAP IMPULSIVE BUYING BEHAVIOR. Other thesis, STIE Bank BPD Jateng.
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DAFTAR PUSTAKA-SKRIPSI SITI MINHATUS S.pdf Download (141kB) |
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Skripsi BAB 1-3 Siti Minhatus Syafiqoh.pdf Download (487kB) |
Abstract
The presence of live streaming features in e-commerce makes it easier for individuals to do online shopping with attractive offers. Offers that make individuals feel facilitated in making online buying and selling transactions and can cause stimulation to fulfill their emotions and buying behavior. So this study aims to examine Hedonism Value as a Mediator of the Effect of E-Commerce Live Streaming on Impulsive Buying Behavior. A total of 100 people were taken as samples using purposive sampling. The data analysis technique in this study used SEM-PLS with SmartPLS 4 software. The results showed that E-Commerce Live Streaming was unable to influence Impulsive Buying Behavior. E-Commerce Live Streaming is able to influence the emergence of Hedonism Value. Hedonism Value affects Impulsive Buying Behavior. Hedonism Value is able to mediate the relationship between E-Commerce Live Streaming and Impulsive Buying Behavior.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | The presence of live streaming features in e-commerce makes it easier for individuals to do online shopping with attractive offers. Offers that make individuals feel facilitated in making online buying and selling transactions and can cause stimulation to fulfill their emotions and buying behavior. So this study aims to examine Hedonism Value as a Mediator of the Effect of E-Commerce Live Streaming on Impulsive Buying Behavior. A total of 100 people were taken as samples using purposive sampling. The data analysis technique in this study used SEM-PLS with SmartPLS 4 software. The results showed that E-Commerce Live Streaming was unable to influence Impulsive Buying Behavior. E-Commerce Live Streaming is able to influence the emergence of Hedonism Value. Hedonism Value affects Impulsive Buying Behavior. Hedonism Value is able to mediate the relationship between E-Commerce Live Streaming and Impulsive Buying Behavior. |
| Uncontrolled Keywords: | @minhatus10 |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 27 Mar 2024 05:10 |
| Last Modified: | 27 Mar 2024 05:10 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1991 |
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