Pengaruh Live Streaming, Video Marketing, dan Flash Sale terhadap Keputusan Pembelian pada Pengguna Aplikasi Shopee (Studi Kasus Mahasiswa Universitas Bandar Lampung) The Influence of Live Streaming, Video Marketing, and Flash Sales on Purchase Decisions Among Shopee App Users (Case Study of Students at Bandar Lampung University)
Article Sidebar
Page Numbers:
40-57
Digital Object Identifier:
10.58578/arzusin.v5i1.4609
Viewed: 983 times
Downloaded: 563 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Renaldi Harun1*, Vonny Tiara Narundana2 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
This study aims to examine the influence of live streaming, video marketing, and flash sale on purchasing decisions of Shopee platform users, with research subjects being students of Universitas Bandar Lampung. Using a total sample of 98 respondents and multiple linear regression analysis, the findings reveal that live streaming and video marketing features have a significant positive impact on purchasing decisions, with coefficient values of 0.212 and 0.327, respectively. Conversely, the flash sale feature has a negative but insignificant influence, with a coefficient value of -0.028. Simultaneously, the three features contribute significantly to purchasing decisions, with an R² value of 36.6%. These results suggest that live streaming and video marketing are more effective in capturing consumer attention, while flash sales require further evaluation regarding stock limitations and time pressure. These findings have strategic implications for e-commerce platforms and sellers to optimize interactive features to enhance shopping experiences and consumer purchasing decisions.
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Agrawal, S., & Sareen, S. A. (2016). Flash Sales – the Game Changer in Indian E-Commerce Industry. International Journal of Advance Research and Innovation, 4(1), 343–348. https://doi.org/10.51976/ijari.411650
Al Jonet, A. S. H., Purwanto, S., & Ariescy, R. R. (2024). Pengaruh Flash Sale dan Live Streaming terhadap Pembelian Impulsif pada Marketplace Shopee di Kota Surabaya. J-MAS (Jurnal Manajemen Dan Sains), 9(1), 285. https://doi.org/10.33087/jmas.v9i1.1598
Aprila, D., Andriani, W., & Ananto, R. P. (2023). Financial Management of Nagari Owned Enterprises (BUMNAG) and Its Impact on Community Welfare. Jurnal Akuntansi Bisnis, 16(2), 210–225. https://doi.org/10.30813/jab.v16i2.4461
Ardila, A., & Saino, S. (2024). Pengaruh e-service quality, live streaming shopping dan flash sale terhadap keputusan pembelian produk fashion pada platform Shopee. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 7(2), 343–356.
Athoillah, N. A., & Arifianto, P. F. (2024). Menganalisis Peran Konten Video Sebagai Alat Utama Dalam Media Promosi Produk Untuk Meningkatkan Konsumen Dan Keberhasilan Branding. SENIMAN: Jurnal Publikasi Desain Komunikasi Visual, 2(1), 151–162.
Bandajati, J. M., & Harsoyo, T. D. (2023). Pengaruh Promosi Video Marketing, Social Identity, dan Electronic Word of Mouth (E-WOM) Terhadap Keputusan Pembelian Konsumen Pada Marketplace Tokopedia. Economics Professional in Action (E-Profit), 5(2), 81–89. https://doi.org/10.37278/eprofit.v5i2.660
Chaffey, D., Edmundson-Bird, D., & Hemphill, T. (2019). Digital business and e-commerce management. Pearson Uk.
Daft, R. L., & Lengel, R. H. (2017). Organizational information requirements, media richness and structural design. Management Science, 32(5), 554–571.
Fadhila, A., & Nurtantiono, A. (2024). Pengaruh Celebrity Endorse, Live Streaming, dan Online Customer Review terhadap Keputusan Pembelian Fashion di Shopee. Widya Manajemen, 6(1), 56–70. https://doi.org/10.32795/widyamanajemen.v6i1.5046
Fatmala, K. F. A., & Pamikatsih, T. R. (2024). Pengaruh Customer Review, Flash Sale Promotion Dan Live Streaming Terhadap Keputusan Pembelian Pada E-Commerce Shopee Di Surakarta. Profit: Jurnal Manajemen, Bisnis Dan Akuntansi, 3(1), 290–309. https://doi.org/10.58192/profit.v3i1.1961
Gefen, D., Karahanna, E., & Straub, D. W. (2020). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 51–90.
Ghazali, I. (2009). Aplikasi Analisis Multivariate dengan Program SPSS. Undip.
Herlina, Loisa, J., & Matius, T. (2021). Pengaruh Model Promosi Flash Sale terhadap Minat Pembeli dan Keputusan Pembeli di Marketplace Online. JIMEA Jurnal Ilmiah MEA (Manajemen Ekomoni & Akuntansi), 5(2), 1637–1652.
Jaas, A. (2022). E-marketing and its strategies: Digital opportunities and challenges. Open Journal of Business and Management, 10(2), 822–845.
Kotler, P & Keller, K. L. (2016). Marketing Management. In Boletin cultural e inform.
Liu, Y., & Wang, M. (2023). The effect of short video content marketing on consumer purchase intention. Frontiers in Business, Economics and Management, 11(3), 1–5.
Maidasari, E., Tiara Narundana Dosen Program Studi Manajemen Fakultas Ekonomi dan Bisnis, V., Bandar Lampung ZA Pagar Alam No, U. J., Ratu, L., Lampung Indonesia, B., & Lolyana, R. (2021). Pengaruh Promosi… (Evi Maidasari-Vonny-Rina) PENGARUH PROMOSI VIDEO MARKETING DAN KESADARAN MEREK DALAM MEMPENGARUI KEPUTUSAN PEMBELIAN KONSUMEN YAMAHA. Jurnal Manajemen Dan Bisnis, 11(2), 128–137.
Martono, M., & Sani, S. (2024). PERAN VIDEO MARKETING DALAM PENINGKATAN BRAND AWARENESS DAN KEPUTUSAN PEMBELIAN: STUDI KASUS PADA INDUSTRI MAKANAN DAN MINUMAN KOTA PONTIANAK. Jurnal Ekonomi Integra, 14(2), 214–226.
Putri, A. W., Andriani, W., & Surya, F. (2022). Pengaruh Perceived Usefulness, Ease of Use, Security dan Risk terhadap Penggunaan E-wallet pada Mahasiswa Politeknik Negeri Padang. Accounting Information System, Taxes and Auditing Journal (AISTA Journal), 1(2), 80–87. https://doi.org/10.30630/aista.v1i2.18
Rahmayanti, S., & Dermawan, R. (2023). Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya. SEIKO : Journal of Management & Business, 6(1), 337–344. https://doi.org/10.37531/sejaman.v6i1.2451
Sa’diyah, K., Kurniati, R. R., & Zunaida, D. (2019). Pengaruh Digital Marketing dan Social Media Marketing Terhadap Minat Beli Asuransi. Jiagabi, 8(3), 163–169.
Schiffman & Wisenblit, J. (2015). Consumer Behaviour. Pearson.
Shi, S. W., & Chen, M. (2015). Would you snap up the deal?: a study of consumer behaviour under flash sales. International Journal of Market Research, 57(6), 931–957.
Siti Noor Aisyah, & Syaiko Rosyidi. (2023). Pengaruh Persepsi Harga, Customer Review, Customer Rating Dan Promosi Flash Sale Terhadap Keputusan Pembelian Di Shopee. Jurnal Kompetitif, 12(1), 48–60. https://doi.org/10.52333/kompetitif.v12i1.83
Siti Synariah & Eman Sulaiman, A. K. (2024). PENGARUH VIDEO MARKETING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SKINCAREBEAUTY GLOW CIANJUR. 9(6).
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886.
Velita, R., Barusman, A. R. P., & Saptarini, V. (2019). Pengaruh e-Wom dan Review Produk pada Market Place Shopee Terhadap Keputusan Pembelian Pakaian Jadi Di Bandar Lampung. VISIONIST.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556.