HEDONISM VALUE SEBAGAI MEDIATOR PENGARUH E-COMMERCE LIVE STREAMING TERHADAP IMPULSIVE BUYING BEHAVIOR
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Syafiqoh, Siti Minhatus
Subject
H Social Sciences (General)
Datestamp
2024-03-27 05:10:51
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.
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.
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