Pengaruh Live Streaming, Flash Sale dan Free Ongkir Di Shopee Terhadap Impulse Buying dengan Hedonic Motivation Sebagai Variabel Intervening

Dewi Aulia Fitri; Rofiqoh Ferawati; Firman Syah Noor

doi:10.35896/21a09m96

Authors

Dewi Aulia Fitri UIN Sulthan Thaha Saifuddin Jambi
Rofiqoh Ferawati UIN Sulthan Thaha Saifuddin Jambi
Firman Syah Noor UIN Sulthan Thaha Saifuddin Jambi

DOI:

https://doi.org/10.35896/21a09m96

Keywords:

Live Streaming, Flash Sale, Free Ongkir, Hedonic Motivation, Impulse Buying.

Abstract

The development of e-commerce has encouraged Shopee to introduce various marketing strategies such as live streaming, flash sales, and free shipping to attract consumers and increase impulse buying. However, the effectiveness of these strategies in encouraging impulse buying still shows mixed results. This study aims to analyze the effect of live streaming, flash sales, and free shipping on impulse buying with hedonic motivation as an intervening variable among Generation Z Shopee users in Muaro Jambi Regency. This study used a quantitative approach with a survey method. The research sample consisted of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with the help of SmartPLS 4. The results showed that live streaming, flash sales, and free shipping had a positive and significant effect on hedonic motivation, which means that these three marketing strategies were able to increase consumer shopping pleasure and motivation. Flash sales were proven to have a positive and significant effect on impulse buying, indicating that limited promotional time encourages consumers to make spontaneous purchases. In contrast, live streaming and free shipping did not significantly influence impulse buying, indicating that these two factors were not strong enough to directly encourage impulsive purchases. Hedonic motivation had a positive and significant effect on impulse buying, indicating that the higher a consumer's hedonic motivation, the higher their tendency to make impulsive purchases. Furthermore, hedonic motivation was unable to mediate the influence of live streaming and flash sales on impulse buying, but it was able to mediate the influence of free shipping on impulse buying.

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