Analysis of Factors Affecting Impulse Buying on Shopee and TikTok Live Shopping Platforms: A Conceptual Paper

Helda Widyarani Lutviari; Arry  Widodo; Anita  Silvianita; Nurafni  Rubiyanti

doi:10.55927/ijis.v3i5.9346

Authors

Helda Widyarani Lutviari Telkom University
Arry Widodo Telkom University
Anita Silvianita Telkom University
Nurafni Rubiyanti Telkom University

DOI:

https://doi.org/10.55927/ijis.v3i5.9346

Keywords:

FoMO, Scarcity Message, Shopping Lifestyle, Price Discount, Impulse Buying

Abstract

The presence of live shopping on e-commerce platforms such as Shopee and TikTok has created a new trend called impulse buying, where customers make purchases spontaneously and without prior planning. Based on trend analysis, several factors have been identified as influences on impulse buying in live shopping, namely Fear of Missing Out (FOMO), Scarcity message, Shopping Lifestyle, Price Discount, and Perceived Enjoyment. This study aims to evaluate the impact of these variables on impulse buying behavior on the Shopee Live and TikTok Live live shopping platforms. The research sample will consist of consumers who have made impulse purchases while watching live shopping on both platforms. This research uses a quantitative approach with the Structural Equation Modeling (SEM) method and the Partial Least Square (PLS) approach using SmartPLS 3.0 software. It is hoped that this research can provide new insights in understanding the phenomenon of impulse buying on Shopee Live and TikTok Live live shopping, and provide recommendations for live shopping platforms to improve their marketing strategies to increase impulse buying

Downloads

Download data is not yet available.

References

Aggarwal, P. (2011). Scarcity messages: A consumer competition perspective. Journal of Advertising, 40(3).

Annur, C. M. (2023, November 6). E-commerce, Sektor Penyumbang Ekonomi Digital Terbesar Indonesia pada 2023. Databoks. https://databoks.katadata.co.id/datapublish/2023/11/06/e-commerce-sektor-penyumbang-ekonomi-digital-terbesar-indonesia-pada-2023#:~:text=Tercatat%2C%20nilai%20transaksi%20bruto%20atau%20gross%20merchandise%20value,digital%20Indonesia%20yang%20sebesar%20US%2482%20miliar%20tahun%20ini.

Cialdini, R. b. (2009). Influence: Science and Practice (5th ed.). Pearson Education.

Daulay, R., Handayani, S., & Ningsih, I. P. (2020). Pengaruh Kualitas Produk, Harga, Store Atmosphere, dan Sales Promotion Terhadap Impulse Buying Konsumen Departement Store di Kota Medan. Prosiding Konferensi Nasional Ekonomi Manajemen Dan Akuntansi (KNEMA).

Fauziah, S., & Rahmidani, R. (2021). Pengaruh Promosi Penjualan dan Shopping Lifestyle terhadap Impulse Buying Produk Fashion. Jurnal Ecogen, 4(1), 81. https://doi.org/10.24036/jmpe.v4i1.11046

Firmansyah, A. (2020). Komunikasi Pemasaran (1st ed., Vol. 1). CV. Penerbit Qiara Media. https://openlibrary.telkomuniversity.ac.id/home/catalog/id/160254/slug/komuni kasi-pemasaran.html

Fitriyani, R. N. (2024). Pengaruh FoMO, Sales Promotion, Metode Pembayaran terhadap Impulsiver Buying (Studi Kasus pada Pelanggan Brand Iphone di Kota Bandung). Telkom Univeristy.

Hamdani, N., Muharwiyah, M., & Nurhasan, R. (2022). Pengaruh Price Discount dan Shopping Lifestyle Terhadap Impulse Buying Pada Konsumen Shopee di Kabupaten Garut. Business Innovation and Entrepreneurship Journal, 4(1).

Kaloeti, D. V. S., Kurnia S, A., & Tahamata, V. M. (2021). Validation and psychometric properties of the Indonesian version of the Fear of Missing Out Scale in adolescents. Psicologia: Reflexão e Crítica, 34(1), 15. https://doi.org/10.1186/s41155-021-00181-0

Li, L., Kang, K., Zhao, A., & Feng, Y. (2023). The impact of social presence and facilitation factors on online consumers’ impulse buying in live shopping – celebrity endorsement as a moderating factor. Information Technology & People, 36(6), 2611–2631. https://doi.org/10.1108/ITP-03-2021-0203

Liantifa, M., & Haryono, G. (2022). DISCOUNT, PROMOTION DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA ONLINE SHOP. Al-Dzahab, 3(1), 10–20. https://doi.org/10.32939/dhb.v3i1.1033

Livestream Selling in Indonesia Market is Growing. (2022, March 15). Ipsos. https://www.ipsos.com/en-id/livestream-selling-indonesia-market-growing

Lusiana, K. M., & Eddy, S. (2022). Hubungan antara Regulasi Diri dengan Fear of Missing Out (FoMO) pada Mahasiswa Pengguna Media Sosial. Jurnal Psikologi Universitas Sanata Dharma, 3(2).

Mahendra, A. L. (n.d.). Pengaruh Scarcity Message dan Discount terhadap Impulse Buying (Studi Kasus pada Konsumen Tokopedia di Kota Malang).

Maulana, A., Mukhlis, & Novalia, N. (2020). Effect of Shopping Life Style and Positive Emotion on Buying Impulse (Case Study of the Palembang City Hypermarket). Journal Information Management and Business Review, 11.

Meutia, Z. (2021). The Influence Of Shopping Lifestyle, Fashion Involvement On Impulse Buying. Enrichment : Journal Of Management, 12(1).

Monica, F., & Japarianto, E. (2022). ANALISA PENGARUH PERCEIVED EASE OF USE DAN MELALUI PERCEIVED ENJOYMENT TERHADAP BEHAVIOR INTENTION PADA DIGITAL PAYMENT. Jurnal Manajemen Pemasaran, 16(1), 9–15. https://doi.org/10.9744/pemasaran.16.1.9-15

Nada, F., Ramadhayanti, A., & Masahere, U. (2023). Pengaruh Content Marketing dan Live Shopping Terhadap Keputusan Pembelian Produk Fashion pada Pengguna Tiktok Shop. Jurnal Ekonomis Bisnis Antartika, 1(1).

Przybylzki, D., Rigby, C., & Murayama, K. (2013). : A Valid And Reliable Measure Of Fear Of Missing Out. Journal of Personality and Social Psychology, 104(3).

Ratnaningsih, Y. R., & Halidy, A. El. (2022). Pengaruh FoMo, Kesenangan Berbelanja dan Motivasi Hedonis terhadap Keputusan Pembelian Tidak Terencana di E-Commerce Shopee pada Waktu Harbolnas. Jurnal Ekonomi Dan Bisnis, 11(3).

Sari, R. F., Sutiana E. P, & Ajat, S. (2022). Pengaruh Potongan Harga dan Kemudahan Penggunaan Terhadap Keputusan Menggunakan Dompet Digital ShopeePay. Urnal Ekonomi Dan Bisnis.

Utami, Y., Rasmanna, P. M., & Khairunnisa. (2023). Uji Validitas dan Uji Reliabilitas Instrument Penilaian Kinerja Dosen. Jurnal Sains Dan Teknologi, 4(2).

Widyastuti, Rr. A. Y. (2024, January 15). Shopee Dominasi Pasar Live Streaming Penjual Brand Lokal dan UMKM di Akhir 2023. Tempo. https://bisnis.tempo.co/read/1821527/shopee-dominasi-pasar-live-streaming-penjual-brand-lokal-dan-umkm-di-akhir-2023

Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2021). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information & Management, 58(1), 103283. https://doi.org/10.1016/j.im.2020.103283

Yulinda, A. T., Rahmawati, R., & Sahputra, H. (2022). Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying (Studi Kasus Pada Konsumen Toko Mantan Karyawan Kota Bengkulu). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(2). https://doi.org/10.37676/ekombis.v10i2.2456