Pengaruh Trust, Service Quality Dan Perceived Enjoyment Terhadap Impulsive Buying Pada Live Streaming Melalui Platform Media Sosial Dan E-Commerce
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh trust, service quality dan perceived enjoyment terhadap impulsive buying pada live streaming melalui platform media sosial dan e-commerce. Metode yang digunakan adalah metodologi penelitian kuantitatif. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan convenience sampling. Jumlah sampel penelitian sebanyak 190 responden. Konsumen yang berbelanja online dan rutin menonton live streaming akan menjadi subjek dan kriteria yang digunakan sebagai responden dalam penelitian ini. Hasil penelitian menunjukkan bahwa trust dan perceived enjoyment berpengaruh positif terhadap impulsive buying pada live streaming melalui platform media sosial dan e-commerce. Dan service quality berpengaruh negatif terhadap impulsive buying pada live streaming melalui platform media sosial dan e-commerce. Besarnya pengaruh variabel trust, service quality dan perceived enjoyment terhadap impulsive buying adalah sebesar 39,2%, sedangkan sisanya dipengaruhi diluar variabel penelitian.
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