Electronic Resource

Analisis pengaruh promosi, live streamers, dan tekanan waktu terhadap keputusan pembelian pada fitur shopee live

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This research analyzes the influence of promotions, live streamers, and time pressure on purchasing decisions
made through the Shopee Live feature. The method employed in this study is quantitative descriptive. This
research's population and sample size totaled 193 individuals in Jabodetabek Area. The sampling technique
utilized is probability sampling with purposive sampling. The statistical analysis conducted in this research
employed Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The
research findings indicate that promotions have a significant positive effect on purchasing decisions through the
Shopee Live feature. Additionally, live streamers exert a significant positive influence on purchase decisions via
the Shopee Live feature. Moreover, time pressure demonstrates a significant positive effect on purchasing
decisions through the Shopee Live feature. The Shopee Live feature is expected to increase effective promotional
strategies, namely personal sales and direct marketing carried out by live streamers, so that customer awareness
of the Shopee Live feature continues to increase, thereby influencing purchasing decisions. Furthermore, the
Shopee application is expected to provide more sales promotions and also provide time limits when conducting
live streaming.

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Availability

Detail Information

Series Title

Manajemen Bisnis Syariah

Call Number

-

Publisher

: JURNAL ILMU MANAJEMEN (JIM)., 2024

Collation

PP;274-283

Language

Indonesia

ISBN/ISSN

2549-192X

Classification

NONE

Content Type

-

Media Type

-

Carrier Type

-

Edition

Vol. 12 No. 2 (2024)

Subject(s)

Promotion
Purchasing Decisions
Time Pressure
live streamers
shopee live feature

Specific Detail Info

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Statement of Responsibility

Ari Dian Safitri Mulyadi

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