Electronic Word Of Mouth Saat Penjualan Live Streaming Shopee Dalam Meningkatkan Impulse Buying

Authors

  • Dewi Maharani Purbasari Prodi Manajemmen, Fakultas Ekonomi dan Bisnis, Universitas Pakuan, Bogor
  • Mutia Raras Respati Program Studi Manajemen, Universitas Pakuan

DOI:

https://doi.org/10.31959/jm.v13i1.2105

Abstract

Technological developments have developed so rapidly and have influenced changes in people's lifestyles towards digital. e-commerce is the electronic trading of goods or services via the Internet and social media. The e-commerce that had the most visitors during the first quarter of 157.97 million was Shopee. Shopee not only provides infrastructure for sellers and buyers to transact but also presents various innovative features to improve the online experience. One feature that is increasingly popular on Shopee is live streaming media, where sellers can broadcast live to promote their products to potential buyers.

The purpose of this research is to determine the influence of Electronic Word of Mouth on Impulse Buying, to determine the influence of Live Streaming Sales on Impulse Buying, to determine the influence of Electronic Word of Mouth and Live Streaming Sales together on Impulse Buying. This research uses quantitative methods with a descriptive research approach. With respondents from  University  Pakuan students. The selection of respondents was carried out using a purposive sampling method with a total of 100 respondents based on the Slovin formula calculation. Data collection was carried out through questionnaires and the analysis method used was descriptive analysis, with multiple linear regression testing with the SPSS program. The research results show that Electronic Word of Mouth has a significant effect on Impulse Buying, live streaming has no significant effect on Impulse Buying, and Electronic Word of Mouth and Live Steaming has a significant effect on impulse buying simultaneously.

Downloads

Published

2024-03-28

Issue

Vol. 13 No. 1 (2024)

Section

Articles

License

Copyright (c) 2024 JURNAL MANEKSI

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Access and Licensing

All articles published in Jurnal Maneksi (Management Ekonomi Dan Akuntansi) are available immediately upon publication without any embargo period. No registration or subscription fees are required to access our content.

To facilitate clarity and ease of reuse, Jurnal Maneksi (Management Ekonomi Dan Akuntansi) adopts Creative Commons licenses. By default, all articles are published under the Creative Commons Attribution License (CC BY 4.0). This license permits unrestricted use, distribution, and reproduction in any medium, provided that proper attribution is given to the original author(s) and source.

Copyright Policy

Authors publishing in Jurnal Maneksi (Management Ekonomi Dan Akuntansi) retain copyright over their work. By submitting and publishing with Jurnal Maneksi (Management Ekonomi Dan Akuntansi), authors grant the journal the right of first publication under their chosen open-access license. This ensures that authors maintain full control over their intellectual property while enabling broad dissemination and reuse of their work.

Authors are also encouraged to:

  1. Share their published articles in institutional repositories or personal websites, ensuring proper acknowledgment of initial publication in Jurnal Maneksi (Management Ekonomi Dan Akuntansi).
  2. Enter into non-exclusive agreements for further distribution, such as including their articles in books or other publications.