Pengaruh Sosial Presence dan Scarcity terhadap Impulsive Buying pada TikTok Live: Peran Mediasi Arousal

Alifia Fahda Anisa; Weni Novandri; Larisa Pradisti

doi:10.31004/riggs.v5i1.1244

Authors

Alifia Fahda Anisa Universitas Jenderal Soedirman
Weni Novandri Universitas Jendral Sudirman
Larisa Pradisti Universitas Jendral Sudirman

DOI:

https://doi.org/10.31004/riggs.v5i1.1244

Keywords:

Arousal, Generasi Z, Impulsive Buying, Scarcity, Social Presence, TikTok Live

Abstract

Live streaming commerce seperti TikTok Live telah mendorong impulsive buying di kalangan Generasi Z melalui interaksi sosial dan stimulus emosional yang intens. Penelitian ini bertujuan menganalisis pengaruh social presence dan scarcity terhadap impulsive buying dengan arousal sebagai variabel mediasi, berdasarkan kerangka Stimulus-Organism-Response (S-O-R), untuk mengisi evidence gap (inkonsistensi temuan), methodological gap (kurangnya mediasi kompleks), serta population gap (fokus Gen Z Indonesia). Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner daring. Populasi adalah pengguna aktif TikTok Live Generasi Z di Pulau Jawa, Indonesia, dengan sampel 250 responden dipilih via purposive sampling berdasarkan kriteria relevan. Instrumen pengumpulan data adalah kuesioner Google Form yang disebarkan via media sosial, dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) untuk menguji validitas konvergen (AVE, loading), reliabilitas (CR, Cronbach's Alpha), R-square, f-square, path coefficient, serta uji mediasi bootstrapping. Hasil menunjukkan semua konstruk valid (AVE > 0.5; loading > 0.7) dan reliabel (CR > 0.7), namun R² arousal (0.063) dan impulsive buying (0.008) sangat lemah. Tidak terdapat pengaruh signifikan social presence atau scarcity terhadap arousal dan impulsive buying (p > 0.05, T < 1.96), serta mediasi arousal tidak terbukti. Kesimpulan menyatakan stimulus tersebut gagal memicu mekanisme emosional S-O-R secara optimal pada Gen Z TikTok Live Indonesia. Penelitian lanjutan disarankan memasukkan moderasi trust, perluas sampel nasional, dan gunakan mixed-methods.

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