Peran Emosi Positif dalam Memediasi Pengaruh Live Streaming dan Flash Sale Terhadap Impulse Buying
DOI:
https://doi.org/10.24269/asset.v9i1.13821Keywords:
Live Streaming, Flash Sale, Positive Emotion, Impluse Buying, Tiktok ShopAbstract
Perkembangan social commerce, khususnya TikTok Shop, mendorong meningkatnya perilaku impulse buying yang dipengaruhi oleh berbagai stimulus pemasaran digital. Penelitian ini bertujuan untuk menganalisis pengaruh live streaming dan flash sale terhadap impulse buying dengan positive emotions sebagai variabel mediasi pada pengguna TikTok Shop di Kota Malang. Penelitian ini menggunakan pendekatan kuantitatif dengan jumlah sampel sebanyak 180 responden dan dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa live streaming tidak berpengaruh signifikan terhadap impulse buying (p-value 0,933 > 0,05) dan flash sale juga tidak berpengaruh signifikan terhadap impulse buying (p-value 0,290 > 0,05). Sebaliknya, positive emotions berpengaruh positif dan signifikan terhadap impulse buying (p-value 0,000 < 0,05). Selain itu, live streaming (p-value 0,000 < 0,05) dan flash sale (p-value 0,000 < 0,05) berpengaruh positif dan signifikan terhadap positive emotions. Hasil pengujian tidak langsung menunjukkan bahwa positive emotions memediasi secara penuh pengaruh live streaming (p-value 0,000 < 0,05) dan flash sale (p-value 0,000 < 0,05) terhadap impulse buying. Temuan ini menunjukkan bahwa faktor emosional memiliki peran penting dalam mendorong perilaku impulse buying pada platform social commerce. Oleh karena itu, strategi pemasaran yang efektif perlu difokuskan pada penciptaan pengalaman emosional yang mampu meningkatkan respon konsumen.
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