Pengaruh Profesionalisme Streamer, Flash Sale, dan Kualitas Produk Terhadap Pembelian Impulsif Produk Somethinc (Perceived Value Sebagai Moderasi)
Keywords:
Flash Sale, Product Quality, Streamer Professionalism, Impulse Buying, Perceived ValueAbstract
In the face of increasing competition in the Beauty Industry, Somethinc realized that using Shopee Live as a single marketing platform was no longer enough to differentiate itself from competitors. Considering that many competitors also utilize the same marketing platform, Somethinc needs to develop a more innovation and effective strategi. One promising approach is to capitalize on the impulse buying phenomenon that can provide a significant competitive advantage. This study aims to identify the factors that influence impulse buying in e-commerce live streaming, namely Shopee Live. This research is a quantitative study with a research sample of 100 people. Using Structural Equation Model (SEM) analysis based on Partial Least Square (PLS) with SmartPLS software version 4.0. The result showed that streamer professionalism, flash sale, and product quality have a positive and significant effect on impulse purchases of Somethinc product. Meanwhile, perceived value has a moderating effect on weakening the relationship between streamer professionalism and impulse buying, but has no moderating effect on the relationship between flash sale and product quality on impulse buying of Somethinc products.References
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