Electronic Theses and Dissertation

Penelitian ini bertujuan untuk melihat pengaruh kualitas aplikasi dan fitur live shopping terhadap perilaku pembelian kompulsif online yang dimediasi oleh perilaku pembelian impulsif online. teknik pengambilan sampel yaitu dengan stratified random sampling sehingga didapatkan 400 responden pelanggan e-commerce shopee, tiktok shop, lazada & tokopedia. teknik pengambilan sampel yang digunakan adalah purposive sampling. structural equation modeling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil penelitian menunjukkan bahwa kualitas aplikasi, fitur live shopping dan perilaku pembelian impulsif online berpengaruh signifikan terhadap perilaku pembelian kompulsif online. kualitas aplikasi dan fitur live shopping berpengaruh signifikan terhadap perilaku pembelian impulsif online. kemudian berdasarkan hasil uji sobel ditemukan bahwa perilaku pembelian impulsif online memediasi secara parsial pengaruh kualitas aplikasi dan fitur live shopping terhadap perilaku pembelian kompulsif online. kata kunci : perilaku pembelian kompulsif online, kualitas aplikasi, fitur live shopping, perilaku pembelian impulsif online

This research aims to see the influence of application quality and live shopping feature on online compulsive buying behavior which is mediated by online impulsive buying behavior. The sampling technique was stratified random sampling so that 400 respondents were obtained from e-commerce customers of Shopee, TikTok Shop, Lazada & Tokopedia. The sampling technique used was purposive sampling. Structural Equation Modeling (SEM) is used as an analysis method to determine the influence between the variables involved. Based on the research results, it shows that application quality, Feature Live Shopping and online impulsive buying behavior have a significant effect on online compulsive buying behavior. Application quality and Feature Live Shopping have a significant effect on online impulse buying behavior. Then, based on the results of the Sobel test, it was found that online impulsive buying behavior partially mediates the influence of application quality and Feature Live Shopping on online compulsive buying behavior. Keywords: Online Compulsive Buying Behavior, Application Quality, Live Shopping Feature, Online Impulsive Buying Behavior