Electronic Theses and Dissertation

ABSTRAK
Abstrak Tesis diserahkan kepada Panitia Komisi Ujian untuk mendapatkan Gelar
Magister Manajemen pada Fakultas Ekonomi dan Bisnis Universitas Syiah Kuala

PENGARUH SHOPPING ATTRIBUTES DAN LOW PRICE APPEAL
TERHADAP IMPULSE BUYING MELALUI TRUST
DI SHOPEE LIVE STREAMING
Oleh
ELSA EKA AJRINA
NIM: 2201202010012
Konsentrasi : Pemasaran
Perkembangan live streaming commerce telah membawa perubahan pada pola
perilaku konsumen dalam kegiatan belanja digital. Fitur Shopee Live tidak hanya
berfungsi sebagai media transaksi, tetapi juga menghadirkan pengalaman belanja
yang lebih interaktif melalui komunikasi langsung antara penjual dan konsumen.
Kondisi ini dapat mendorong terbentuknya perilaku impulse buying yang
dipengaruhi oleh berbagai faktor, di antaranya shopping attributes, low price
appeal, dan trust. Penelitian ini bertujuan untuk menganalisis pengaruh shopping
attributes dan low price appeal terhadap impulse buying melalui trust pada
pengguna Shopee Live Streaming. Penelitian ini menggunakan pendekatan
kuantitatif dengan desain penelitian eksplanatori. Teknik pengambilan sampel
dilakukan menggunakan purposive sampling dengan kriteria responden yang
pernah menggunakan Shopee, menyaksikan Shopee Live, serta melakukan
pembelian melalui fitur tersebut. Jumlah sampel yang digunakan dalam penelitian
ini sebanyak 170 responden. Analisis data dilakukan menggunakan Structural
Equation Modeling (SEM) dengan bantuan AMOS. Hasil penelitian menunjukkan
bahwa low price appeal memiliki pengaruh positif dan signifikan terhadap trust
serta impulse buying. Trust juga terbukti memberikan pengaruh positif terhadap
impulse buying. Di sisi lain, shopping attributes tidak menunjukkan pengaruh yang
signifikan terhadap trust, namun memiliki pengaruh positif terhadap impulse
buying. Hasil analisis mediasi mengindikasi bahwa trust mampu berperan sebagai
variabel mediasi secara parsial pada hubungan antara low price appeal dan impulse
buying, tetapi tidak berperan dalam memediasi hubungan antara shopping attributes
dan impulse buying. Temuan penelitian ini menunjukkan bahwa strategi harga yang
menarik serta kemampuan dalam membangun kepercayaan konsumen memiliki
peranan penting dalam mendorong perilaku pembelian impulsif pada pengguna
Shopee Live Streaming.

Kata kunci: Shopping Attributes, Low Price Appeal, Trust, Impulse Buying,
Shopee Live Streaming.

ABSTRACT Abstract of Thesis Submitted to The Examination Committee in partial fulfilment of the requirements for the degree of Master of Management on Economis and Business Faculty of Syiah Kuala University. THE EFFECT OF SHOPPING ATTRIBUTES AND LOW PRICE APPEAL ON IMPULSE BUYING THROUGH TRUST IN SHOPEE LIVE STREAMING By ELSA EKA AJRINA NIM : 2201202010012 The development of live streaming commerce has transformed consumer behavior patterns in digital shopping activities. The Shopee Live feature not only serves as a transaction medium but also creates a more interactive shopping experience through direct communication between sellers and consumers. This condition has the potential to encourage impulse buying behavior influenced by various factors, including shopping attributes, low price appeal, and trust. This study aims to analyze the influence of shopping attributes and low price appeal on impulse buying through trust among Shopee Live Streaming users. This study employed a quantitative approach with an explanatory research design. The sampling technique used was purposive sampling, with the criteria that respondents had previously used Shopee, watched Shopee Live, and made purchases through the feature. A total of 170 respondents participated in this study. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of AMOS software. The findings indicate that low price appeal has a positive and significant effect on trust and impulse buying. Trust was also found to have a positive effect on impulse buying. On the other hand, shopping attributes did not show a significant effect on trust but had a positive effect on impulse buying. The mediation analysis results indicate that trust partially mediates the relationship between low price appeal and impulse buying, but it does not mediate the relationship between shopping attributes and impulse buying. These findings suggest that attractive pricing strategies and the ability to establish consumer trust play an important role in encouraging impulsive purchasing behavior among Shopee Live Streaming users. Keywords: Shopping Attributes, Low Price Appeal, Trust, Impulse Buying, Shopee Live Streaming.