Motivasi Hedonis sebagai Mediator Pengaruh Shopee Live video terhadap Pembelian Impulsif Lintas Generasi
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Abstract
Pesatnya pertumbuhan e-commerce Indonesia dan dominasi fitur live streaming Shopee telah memunculkan fenomena online impulsive buying yang diduga bervariasi antar generasi sehingga peran motivasi hedonis dalam hubungan tersebut menjadi penting untuk dikaji. Penelitian ini menggunakan kerangka teori Stimulus–Organism–Response (S–O–R) di mana shopee live video berperan sebagai stimulus, hedonic motivation sebagai organism, dan impulsive buying sebagai respons. Penelitian ini menggunakan pendekatan kuantitatif dengan metode PLS-SEM dan melibatkan 200 responden yang terdiri atas pengguna e-commerce Shopee dari generasi X, Y, dan Z yang pernah berinteraksi dengan fitur shopee live video pada periode 2025. Hasil penelitian menunjukkan bahwa shopee live video berpengaruh signifikan terhadap impulsive buying pada generasi Y dan Z, baik secara langsung maupun tidak langsung melalui hedonic motivation, sedangkan pada generasi X pengaruh tersebut tidak terjadi secara langsung dan membutuhkan dorongan emosional yang lebih bertahap. Secara teoretis, penelitian ini memperkuat teori S–O–R dengan membuktikan heterogenitas respons konsumen terhadap stimulus live streaming berdasarkan karakteristik generasi. Secara praktis, temuan ini mendorong pelaku e-commerce untuk menerapkan strategi live streaming yang tersegmentasi guna memaksimalkan impulsive buying secara efektif.
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