Analisis Social Presence dalam Kerangka Stimulus Organism Response pada Perilaku Impulsive Buying di Live Streaming Commerce
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Abstract
Perkembangan live streaming commerce telah mengubah perilaku konsumen dalam berbelanja online, khususnya pada platform Shopee Live yang semakin populer di Indonesia. Interaksi real-time, demonstrasi produk, dan komunikasi sosial dalam live streaming mampu menciptakan pengalaman emosional yang mendorong perilaku pembelian impulsif konsumen. Penelitian ini bertujuan menganalisis pengaruh social presence of broadcaster, social presence of viewers, dan social presence of live streaming terhadap arousal, pleasure, dan impulse buying pada pengguna Shopee Live. Penelitian menggunakan pendekatan kuantitatif dengan desain kausal berdasarkan kerangka Stimulus-Organism-Response (SOR). Data diperoleh melalui penyebaran kuesioner kepada 230 pengguna Shopee Live di Indonesia dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa seluruh dimensi social presence berpengaruh positif dan signifikan terhadap arousal dan pleasure. Selain itu, arousal dan pleasure juga berpengaruh positif terhadap impulse buying, dengan pleasure sebagai variabel yang paling dominan. Temuan ini menunjukkan bahwa pengalaman sosial dan emosional dalam live streaming commerce mampu meningkatkan kecenderungan konsumen melakukan pembelian impulsif.
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