GANEC SWARA
Vol 18, No 1 (2024): Maret 2024

PENGARUH LIVE STREAMER DAN PROMO TANGGAL KEMBAR TERHADAP IMPULSIVE BUYING (STUDI KASUS PENGGUNA E- COMMERCE SHOPEE DI KOTA MATARAM)

NILA RAHAYU (Universitas Mataram)
DEWI RAKHMAWATI (Universitas Palangka Raya)
I GUSTI AGUNG ARISTA (Universitas Mataram)

Article Info

Publish Date
04 Mar 2024

Abstract

One of the biggest developments in the business sector over the past few decades is the rise of e-commerce. With the help of Shopee Live, vendors can host live streaming events and market their goods directly to customers. Broadcasters, sometimes known as streamers, organize live shopping events to highlight items and encourage customers to complete the transaction process. Shopee often holds promotions on twin dates with various attractive incentives that encourage customers to make impulse purchases. The purpose of this study is to examine the effect of twin date promotions and steamer on the impulse buying habits of Shopee customers in Mataram city. One hundred respondents who met the criteria were included in the research sample, which was selected through a purposive sampling approach. The research findings show that live steamer has no effect on impulsive buying on Shopee users in Mataram City while twin date promos have a significant effect on impulsive buying on Shopee users in Mataram City

Copyrights © 2024




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
GANEC SWARA
Website

Abbrev

GARA

Publisher

Universitas Mahasaraswati

Subject

Agriculture, Biological Sciences & Forestry Education Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

Description

Ganec Swara merupakan wadah untuk hasil penelitian dan ulasan ilmiah pada bidang-bidang ilmu seperti Ilmu Sosial, Pertanian, Ekonomi, Teknik, Hukum, Kependidikan dan ...