Pengaruh Perceived Enjoyment, Perceived Risk, dan Scarcity Message terhadap Impulsive Buying di Live Shopping E-Commerce di Jabodetabek

Siregar, Lita Amanah (2023) Pengaruh Perceived Enjoyment, Perceived Risk, dan Scarcity Message terhadap Impulsive Buying di Live Shopping E-Commerce di Jabodetabek. Masters thesis, Universitas Tarumanagara.

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Abstract

This study investigates the impact of perceived enjoyment, perceived risk, and scarcity messages on impulsive buying behavior in live shopping e-commerce. Employing a descriptive analytical approach with a quantitative methodology, the study utilized nonprobability sampling, specifically convenience sampling, to select participants based on predetermined criteria. Data were collected through an online questionnaire measured
using a 7-point Likert scale. A total of 250 respondents from the Greater Jakarta area
(Jabodetabek) who had engaged in impulsive purchases during live shopping participated in this research. The data were analyzed using Structural Equation Modeling (SEM) with the SmartPLS 3.0 software. The findings indicate that perceived enjoyment, perceived risk, and scarcity messages have a significant and positive influence on impulsive buying behavior in live shopping e-commerce. These results provide valuable insights into consumer behavior during live shopping and offer strategic implications for enhancing the live shopping experience in e-commerce platforms. Furthermore, this study suggests avenues for future research to further explore online shopping behavior in the context of live shopping

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Prof. Dr. Carunia M. Firdausy, MA, APU
Uncontrolled Keywords:	Keywords: impulsive buying, live shopping, perceived enjoyment, perceived risk, scarcity message
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	10 Jun 2026 08:54
Last Modified:	10 Jun 2026 08:54
URI:	https://repository.untar.ac.id/id/eprint/49880

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