The effect of live shopping advancement and influencer promotion on sustainable purchase decision : consumers impulsive buying behavior as mediating variable

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Sinaga, Magiana Ignasia (2024) The effect of live shopping advancement and influencer promotion on sustainable purchase decision : consumers impulsive buying behavior as mediating variable. Graduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

The growing expansion of social media and e-commerce has encouraged the consumers' purchasing lifestyle to buy products anywhere and at any time. The limited-time discount offerings, promotion and trend cycles from influencers, and the increased convenience resulting from advancements in technology has simplified and accelerated consumers' decision-making process, leading to impulse buying behavior. Unfortunately, these unnecessary spending has become one of the main drivers for influencing climate change. Excessive consumption resulted in fast fashion and fast beauty phenomena that are costing the earth. This study attempts to examine a possible association betwen consumers impulsive buying behavior on the Sustainbale purchase decision through a psychological mechanisme and business promotion perspective. This conceptual paper proposes that impulsive buying behavior will mediate the relationship between live shopping advancement to sustainable purchase decision, and the relationship between influencer promotion to susrtainable purchase decision. The criteria of respondents for this research are people with a range age of 17 to 45 years who live in Jabodetabek, have stream live shopping and purchase products from it. Quantitative data are collected from online questionnaires and each variable will be measured on a six-point likert scale. To analyze the data, this research uses PLS-SEM based SmartPLS 4. The results of this research, has found a positive and significant relationship between live shopping advancement to impulsive buying behavior, influencer promotion to impulsive buying behavior, and influencer promotion to sustainable purchase decision. However, there are no significant relationship between impulsive buying behavior to sustainable purchase decisions, and live shopping advancement to sustainable purchase decisions. This study to provide sustainable consumption insights for business stakeholders, promotors, and consumers, to activate the system and transform into environmentally friendly promotion strategies and sustainable lifestyle.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 22 Jul 2024 01:47
Last Modified: 22 Jul 2024 01:47
URI: http://repository.ipmi.ac.id/id/eprint/2527

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