Image of Pengaruh Fitur Live Shopee dan Product Browsing terhadap Online Impulsif Buying Melalui Shopping Enjoyment pada Produk Fashion (Studi Empiris pada Mahasiswa Pelanggan E-commerce Shopee di Kota Pekanbaru)
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Pengaruh Fitur Live Shopee dan Product Browsing terhadap Online Impulsif Buying Melalui Shopping Enjoyment pada Produk Fashion (Studi Empiris pada Mahasiswa Pelanggan E-commerce Shopee di Kota Pekanbaru)

This research aims to determine the extent of the influence of Shopee's live features and product browsing on online impulsive buying through shopping enjoyment in the fashion product category on the Shopee e- commerce platform. This study consists of two independent variables, namely the live Shopee feature and product browsing, and one dependent variable, which is online impulsive buying, with shopping enjoyment serving as an intervening variable. The analysis method used in this research is path analysis. Data collection for this study was conducted through the administration of questionnaires to respondents, specifically university students in the city of Pekanbaru who purchase fashion products on the Shopee e- commerce platform. The research results obtained through Partial Tests (t-tests) are as follows: a) There is no significant influence of the live Shopee feature on shopping enjoyment. b) There is a significant influence of product browsing on shopping enjoyment. c) There is a significant influence of the live Shopee feature on online impulsive buying. d) There is no significant influence of product browsing on online impulsive buying. e) There is no significant influence of shopping enjoyment on online impulsive buying. f) Shopping enjoyment cannot mediate the influence of the live Shopee feature on online impulsive buying. g) Shopping enjoyment cannot mediate the influence of product browsing on online impulsive buying.

Availability
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Manajemen Location name is not set
ETD0829II
Available but not for loan - ETD
Detail Information
Call Number
Manajemen 658.872 Ali p
Language
Indonesia
NPM
205210055
Publisher
Manajemen : Universitas Islam Riau.,
Keyword(s)
Fitur Live Shopee
Shopping Enjoyment
Product Browsing
Online Impulsif Buying
Other Information
Petugas
Uthi Kurnia
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