Keputusan Pembelian Secara Implusif di Era Digital: Analisis Live Streaming sebagai Sarana Pemasaran
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Abstract
Penelitian ini bertujuan untuk mengeksplorasi bagaimana live streaming dapat mendorong perilaku pembelian impulsif di kalangan konsumen, khususnya mahasiswa Fakultas Ekonomi dan Bisnis Islam IAIN Sultan Amai Gorontalo. Metode yang digunakan dalam penelitian ini adalah kualitatif deskriptif. Data dikumpulkan melalui wawancara mendalam dengan lima responden yang aktif berbelanja online. Hasil penelitian ini menunjukkan bahwa interaksi langsung antara konsumen dan penjual (streamer) meningkatkan kepercayaan konsumen terhadap produk, menciptakan pengalaman berbelanja yang lebih nyata dan mendalam. Selain itu, penawaran khusus seperti voucher potongan harga dan gratis ongkos kirim menciptakan rasa urgensi yang mendorong pembelian impulsif. Faktor emosional seperti ketakutan akan kehilangan kesempatan dan kemudahan dalam bertransaksi juga berkontribusi pada kecenderungan ini.
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