BibTex Citation Data :
@article{JIAB48205, author = {Nuning Saputri and Sari Listyorini}, title = {PENGARUH LIVE COMMERCE DAN ONLINE CUSTOMER REVIEW TERHADAP IMPULSIVE BUYING PADA KONSUMEN PRODUK FASHION DI TOKOPEDIA}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {15}, number = {1}, year = {2026}, keywords = {Live Commerce; Online Customer Review; Impulsive Buying}, abstract = { Abstract: The rapid digitalization of meeting people's needs has shaped online shopping behavior, leading to impulsive buying in e-commerce. Competing platforms like Shopee and Lazada actively stimulate this behavior, but Tokopedia appears to lag, as reflected in its lower GMV. This research explores the impact of live commerce and online customer reviews on impulsive buying behavior for Tokopedia’s fashion products. Using explanatory research, data were collected from 100 respondents selected through non-probability and purposive sampling techniques. The data were analyzed using SPSS version 26. The findings indicate that both live commerce and online customer reviews significantly influence impulsive buying, both individually and simultaneously. To enhance performance, Tokopedia is advised to improve its live streaming servers to handle high traffic and prevent lag in video and audio quality. Additionally, Tokopedia could provide training for live stream hosts, equipping them with better skills to engage audiences effectively. To encourage updated and reliable customer reviews, Tokopedia can offer reward discounts to reviewers and implement a robust verification system to filter out fraudulent reviews. These strategies can strengthen consumer trust, boost engagement, and foster a competitive edge, enabling Tokopedia to stimulate impulsive buying and close the gap with its competitors. Abstraksi: Digitalisasi yang begitu pesat dalam aspek pemenuhan kebutuhan masyarakat yang menyebabkan perilaku masyarakat belanja online di e-commerce . Hal tersebut, menimbulkan perilaku impulsive buying pada konsumen. Tentu menjadi strategi bisnis setiap e-commerce untuk bersaing dengan kompetitornya. Tokopedia diindikasikan kurang menstimulus konsumen untuk melakukan impulsive buying , dilihat dari data GMV Tokopedia yang masih rendah dibanding Shopee dan Lazada. Penelitian ini bertujuan untuk mengetahui pengaruh live commerce dan online customer review terhadap impulsive buying pada produk fashion Tokopedia. Penelitian ini menggunakan explanatory research dengan sampel sebanyak 100 responden yang ditentukan menggunakan teknik non-probability sampling dan metode purposive sampling . Analisis data menggunakan software SPSS versi 26. Hasil penelitian diperoleh live commerce dan online customer review secara parsial berpengaruh signifikan terhadap impulsive buying . Secara simultan, live commerce dan online customer review berpengaruh signifikan terhadap impulsive buying. Saran yang diberikan Tokopedia dapat melakukan perbaikan server live streaming agar mampu menangani lonjakan trafik sehingga tidak terjadi lag pada kualitas video dan audio, Tokopedia juga dapat memfasilitasi pelatihan host live streaming yang bermitra agar mendapat tambahan ilmu dalam membawakan live streaming lebih baik. Tokopedia dapat memberikan reward voucher diskon bagi konsumen yang memberikan ulasan agar review tetap uptodate , dan melengkapi fitur verifikasi ulasan agar terhindar dari oknum penipuan. }, issn = {2746-1297}, pages = {150--158} doi = {10.14710/jiab.2026.48205}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/48205} }
Refworks Citation Data :
Abstract: The rapid digitalization of meeting people's needs has shaped online shopping behavior, leading to impulsive buying in e-commerce. Competing platforms like Shopee and Lazada actively stimulate this behavior, but Tokopedia appears to lag, as reflected in its lower GMV. This research explores the impact of live commerce and online customer reviews on impulsive buying behavior for Tokopedia’s fashion products. Using explanatory research, data were collected from 100 respondents selected through non-probability and purposive sampling techniques. The data were analyzed using SPSS version 26. The findings indicate that both live commerce and online customer reviews significantly influence impulsive buying, both individually and simultaneously. To enhance performance, Tokopedia is advised to improve its live streaming servers to handle high traffic and prevent lag in video and audio quality. Additionally, Tokopedia could provide training for live stream hosts, equipping them with better skills to engage audiences effectively. To encourage updated and reliable customer reviews, Tokopedia can offer reward discounts to reviewers and implement a robust verification system to filter out fraudulent reviews. These strategies can strengthen consumer trust, boost engagement, and foster a competitive edge, enabling Tokopedia to stimulate impulsive buying and close the gap with its competitors.
Abstraksi: Digitalisasi yang begitu pesat dalam aspek pemenuhan kebutuhan masyarakat yang menyebabkan perilaku masyarakat belanja online di e-commerce. Hal tersebut, menimbulkan perilaku impulsive buying pada konsumen. Tentu menjadi strategi bisnis setiap e-commerce untuk bersaing dengan kompetitornya. Tokopedia diindikasikan kurang menstimulus konsumen untuk melakukan impulsive buying, dilihat dari data GMV Tokopedia yang masih rendah dibanding Shopee dan Lazada. Penelitian ini bertujuan untuk mengetahui pengaruh live commerce dan online customer review terhadap impulsive buying pada produk fashion Tokopedia. Penelitian ini menggunakan explanatory research dengan sampel sebanyak 100 responden yang ditentukan menggunakan teknik non-probability sampling dan metode purposive sampling. Analisis data menggunakan software SPSS versi 26. Hasil penelitian diperoleh live commerce dan online customer review secara parsial berpengaruh signifikan terhadap impulsive buying. Secara simultan, live commerce dan online customer review berpengaruh signifikan terhadap impulsive buying. Saran yang diberikan Tokopedia dapat melakukan perbaikan server live streaming agar mampu menangani lonjakan trafik sehingga tidak terjadi lag pada kualitas video dan audio, Tokopedia juga dapat memfasilitasi pelatihan host live streaming yang bermitra agar mendapat tambahan ilmu dalam membawakan live streaming lebih baik. Tokopedia dapat memberikan reward voucher diskon bagi konsumen yang memberikan ulasan agar review tetap uptodate, dan melengkapi fitur verifikasi ulasan agar terhindar dari oknum penipuan.
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