Bimantoro Aji, Yanuar and Satrio Hadi Wijoyo, S.Si., S.Pd., M.Kom and Aditya Rachmadi, S.ST., M.TI (2024) Analisis Pengaruh Keterjangkauan Teknologi Informasi Pada Live Streaming Shopping Platform Shopee Terhadap Minat Beli Mahasiswa Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Para pelaku bisnis terus melakukan inovasi untuk membuat metode penjualan yang digunakan sebagai strategi pemasaran produk mereka. Salah satu metode penjualan yang saat ini sedang naik daun dan sangat diminati oleh masyarakat adalah live shopping. Tren live shopping ini banyak di adaptasi oleh beberapa platform e- commerce, salah satu nya adalah Shopee. Menurut beberapa survey, live shopping Shopee menjadi platform teratas sebagai media berbelanja, namun menempati urutan kedua sebagai media berjualan. Survey lain menunjukan bahwa Gen Z lebih memilih menggunakan platform lain sebagai platform live shopping favorit mereka. Padahal pangsa pasar potensial bagi pelaku bisnis adalah Gen Z. Peneliti menemukan beberapa permasalahan yang dialami mahasiswa Kota Malang saat mengikuti kegiatan live shopping Shopee berkaitan dengan aspek keterjangkauan teknologi informasi. Permasalahan tersebut memengaruhi perilaku pembelian mereka. Tujuan dari penelitian ini adalah untuk mengkaji lebih rinci terkait aspek keterjangkauan teknologi informasi (metavoicing, guidance shopping, dan triggered attending) pada live shopping Shopee yang memengaruhi minat beli mahasiswa Kota Malang. Penelitian ini dilakukan secara kuantitatif menggunakan analisis regresi linear berganda dengan data yang didapatkan sebanyak 67 data responden. Hasil penelitian menunjukkan bahwa terdapat dua variabel yang berpengaruh positif terhadap minat beli mahasiswa Kota Malang yaitu guidance shopping dan triggered attending. Sementara itu variabel metavoicing tidak berpengaruh positif terhadap minat beli mahasiswa Kota Malang.
English Abstract
Business people continue to innovate to create sales methods that are used as marketing strategies for their products. One of the sales methods that is currently on the rise and is in great demand by the public is live shopping. This live shopping trend has been adapted by several e- commerce platforms, one of which is Shopee. According to several surveys, Shopee live shopping is the top platform as a shopping medium, but ranks second as a selling medium. Another survey shows that Generation Z prefers to use other platforms as their favorite live shopping platform. Even though the potential market share for businesses is generation z. Researchers found several problems experienced by Malang City students when participating in Shopee's live shopping activities related to the affordability aspect of information technology. These problems affect their purchasing behavior. The purpose of this study is to examine in more detail the aspects of information technology affordability (metavoicing, guidance shopping, and triggered attending) in Shopee live shopping that influence the purchase intention of Malang City students. This research was conducted quantitatively using multiple linear regression analysis with data obtained as many as 67 respondent data. The results showed that there were two variables that had a positive effect on the purchase intention of Malang City students, namely guidance shopping and triggered attending. Meanwhile, the metavoicing variable has no positive effect on the purchase intention of Malang City students.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052415 |
| Uncontrolled Keywords: | ive shopping, minat beli, keterjangkauan teknologi informasi, information technology affordance, purchase intention. |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Annisti Nurul F |
| Date Deposited: | 12 Feb 2024 03:36 |
| Last Modified: | 12 Feb 2024 03:36 |
| URI: | http://repository.ub.ac.id/id/eprint/215917 |
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