Electronic Theses and Dissertation

Kemajuan teknologi digital telah membawa perubahan signifikan terhadap perilaku konsumen, khususnya generasi z yang sangat adaptif terhadap inovasi berbasis internet. shopee sebagai salah satu platform e-commerce terbesar di indonesia menghadirkan inovasi pemasaran digital melalui fitur shopee live, yang memungkinkan interaksi langsung antara penjual dan pembeli dalam kegiatan live shopping. penelitian ini bertujuan untuk menganalisis pengaruh terpaan media live shopping shopee @skintific_id terhadap keputusan pembelian generasi z di kota banda aceh. teori yang digunakan adalah teori difusi inovasi yang menjelaskan bagaimana inovasi disebarkan melalui saluran komunikasi hingga diadopsi oleh khalayak sasaran. penelitian ini menggunakan pendekatan kuantitatif kuasal dengan data yang diperoleh melalui kuesioner yang dibagikan kepada 200 responden berusia 18-27 tahun dari sembilan kecematan di kota banda aceh. data dianalisis menggunakan program spss dengan skala likert 1- 4. hasil penelitian menunjukkan bahwa ada pengaruh positif dan signifikan antara terpaan media live shopping shopee @skintific_id dengan keputusan pembelian. terpaan media live shopping shopee @skintific_id berada pada kategori tinggi dengan nilai rata-rata 86,5%, mencakup aspek frekuensi 71.5%, durasi 75%, dan atensi 84.5%, sementara keputusan pembelian juga tinggi dengan rata-rata 91,5%, mencakup dimensi transaksional 84%, referensial 74.5%, preferensial 88%, dan eksploratif 89.5%. temuan ini membuktikan bahwa semakin tinggi terpaan media yang diterima generasi z melalui tayangan live shopping, semakin besar pula pengaruhnya terhadap dorongan untuk membeli produk. penelitian ini menyarankan agar generasi z lebih selektif terhadap promosi, dan agar pihak skintific terus berinovasi menghadirkan siaran yang informatif dan transparan untuk memperkuat loyalitas konsumen. kata kunci: terpaan media, live shopping, shopee, keputusan pembelian, generasi z.

The advancement of digital technology has brought significant changes to consumer behavior, especially generation Z who are highly adaptive to internet- based innovations. Shopee as one of the largest e-commerce platforms in Indonesia presents digital marketing innovation through the Shopee Live feature, which allows direct interaction between sellers and buyers in live shopping activities. This study aims to analyze the influence of exposure to Shopee @skintific_id live shopping media on purchasing decisions of generation Z in Banda Aceh City. The theory used is the Diffusion of Innovation Theory which explains how innovations are spread through communication channels until they are adopted by the target audience. This study uses a quantitative approach with data obtained through questionnaires distributed to 200 respondents aged 18-27 years from nine sub-districts in Banda Aceh City. Data were analyzed using the SPSS program with a Likert scale of 1-4. The results of the study indicate that there is a positive and significant influence between exposure to Shopee @skintific_id live shopping media and purchasing decisions. Shopee's live shopping media exposure on @skintific_id was in the high category with an average value of 86.5%, covering aspects of frequency (71.5%), duration (75%), and attention (84.5%). Meanwhile, purchasing decisions were also high with an average of 91.5%, covering transactional dimensions (84%), referential (74.5%), preferential (88%), and exploratory (89.5%). These findings demonstrate that the higher the media exposure received by Generation Z through live shopping broadcasts, the greater the influence on the urge to purchase products. This study suggests that Generation Z should be more selective about promotions, and that Skintific continues to innovate by presenting informative and transparent broadcasts to strengthen consumer loyalty. Keywords: Media Exposure, Live Shopping, Shopee, Purchasing Decisions, Generation Z.