Pengaruh Product Display dan Discount Promotion terhadap Keputusan Impulse Buying saat Live Streaming Tiktok
DOI:
https://doi.org/10.31004/riggs.v5i1.6829Keywords:
Impulse Buying, Product Display, Discount Promotion, Digital Economy Literacy, Live Streaming TikTokAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh product display dan discount promotion terhadap keputusan impulse buying pada aktivitas live streaming di TikTok. Fenomena belanja melalui siaran langsung semakin berkembang seiring pesatnya transformasi digital, di mana tampilan produk yang menarik dan penawaran diskon terbukti mampu memicu keputusan pembelian secara spontan. Di sisi lain, perkembangan teknologi kecerdasan buatan seperti ChatGPT turut menghadirkan dinamika baru dalam literasi ekonomi digital, memperluas cara konsumen memperoleh informasi dan memahami strategi pemasaran berbasis teknologi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan mahasiswa Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya sebagai responden. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) untuk menguji hubungan langsung maupun tidak langsung antarvariabel. Hasil penelitian menunjukkan bahwa product display dan discount promotion berpengaruh positif dan signifikan terhadap impulse buying dalam konteks live streaming TikTok. Selain itu, literasi ekonomi digital berperan dalam memperkuat pemahaman konsumen terhadap proses transaksi dan strategi promosi berbasis teknologi. Temuan ini menegaskan pentingnya integrasi teknologi digital dalam strategi pemasaran online. Perusahaan perlu mengoptimalkan visualisasi produk serta menawarkan promosi yang menarik untuk meningkatkan pembelian impulsif. Di sisi lain, konsumen memerlukan literasi ekonomi digital yang memadai agar mampu mengambil keputusan pembelian secara lebih rasional dan bertanggung jawab di tengah arus promosi digital yang semakin masif.
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