Analyzing the influence of Shopee and Tiktok live shopping discounts on consumer spending patterns
Keywords:
Shopee, Tiktok, discount, live shopping, consumptive behavior
Abstract
The economic growth of Indonesia and increased internet usage have contributed to a 33.5% surge in online shopping. Popular platforms such as TikTok and Shopee offer live shopping features and discounts. This research aims to explore the impact of live shopping discounts from Shopee and TikTok on consumer behavior. The research methodology involves quantitative analysis using a questionnaire and Non-Probability Sampling, specifically purposive sampling. The target respondents are TikTok and Shopee users who have made at least one purchase using discounts through live streaming. A survey was conducted with 100 respondents and analyzed using validity tests, reliability tests, correlation tests, and T-tests. The findings reveal that discounts offered during live shopping events significantly influence purchasing decisions on both platforms. The study rejects the null hypothesis (H0) and accepts the alternative hypothesis (H1), indicating the substantial influence of live shopping discounts on consumer behavior.
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References
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Pramesta, N.R., Natania, C.M., Izdihar, A.H., & Rakhmawati, N.A. (2022). Analisis Pengaruh Strategi Flash Sale terhadap Minat Beli dan Perilaku Impulsif Mahasiswa ITS. Jurnal Sistem Informasi dan Manajemen, 10(3), 149-159.
Pratiwi, V.J., Efendi, F., Fariz, M., Zikrinawati, K., & Fahmy, Z. (2023). Pengaruh Voucher Diskon Belanja pada Live Streaming Aplikasi TikTok terhadap Perilaku Impulsive Buying di Kalangan Mahasiswa UIN Walisongo Semarang. Student Scientific Creativity Journal (SSCJ), 1(2), 391-400.
Rahayu, Denok. (2019). Penerapan Diskon Dalam Menarik Minat Beli Konsumen Di Matahari Departement Store Kediri Town Square. Fakultas Ekonomi Universitas Blitar, 12(2). doi: https://doi.org/10.35457/xxx
Rahmawati, I., Sa’adah, L., & Musyafaah, L. (2023). PENGARUH LIVE STREAMING SELLING, REVIEW PRODUCT, DAN DISCOUNT TERHADAP MINAT BELI KONSUMEN PADA E-COMMERCE “SHOPEE”. Jurnal Riset Entrepreneurship, 6(2) 2023, 80-93. doi: https://doi.org/10.30587/jre.v6i2.5956
Ratnawati. (2023). Pengaruh Discount, Live Streamer, dan Customer Trust terhadap Impulse Buying pada Live Streaming Commerce. Technology, Business, and Entrepreneurship, 1(1).
Refasa, G.S.A., Heriyadi, Purmono, B.B., Barkah, & Malini, H. (2023). Do TikTok Discounts Livestream Triggers Gen Z Impulse Buying Behavior. International Journal of Scientific Research and Management (IJSRM), 11(1). doi: https://doi.org/10.18535/ijsrm/v11i01.em04
Septiawan, I Putu Adi (2020). PENGARUH LINGKUNGAN KERJA DAN DISIPLIN KERJA TERHADAP KINERJA KARYAWAN PADA CV PUSPA. Universitas Pendidikan Ganesha, Indonesia.
Sholihah, A.M., Utomo, J.H., Kanedi, F.J., Pramesty, N.S.P, & Rakhmawati, N.A. Dataset Kuesioner Diskon Live Shopping Shopee dan TikTok (Version v1.0). Version v1.0. Zenodo. https://doi.org/10.5281/zenodo.8384805
Shopee. (2023). About Shopee. Diperoleh dari https://careers.shopee.co.id/about. Diakses pada 20 September 2023.
Ansar, M.A.N.R, Nurfatikha, R.P., Saraswati, N.P.S.D, & Rakhmawati, N.A. (2022). Analisis Penggunaan Paylater Untuk Belanja Online Mahasiswa di Surabaya pada Masa New Normal. Jurnal Riset Bisnis dan Investasi, 8(3). doi: https://doi.org/10.35313/jrbi.v8i3.4508.
Ardista, Rini. (2021). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan PT Langit Membiru Wisata Bogor. Jurnal Parameter, 6(1), 38-49.
Ardiyanti, Vika. (2023). The Effect of TikTok Live Streaming Shopping on Impulse Buying Behavior in The 2023 Global Crisis. Asian Journal of Logistics Management, 2(1).
Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R.S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61, 1-10. doi: https://doi.org/10.1016/j.jretconser.2021.102532
Cleophas, T.J., Zwinderman, A.H. (2018). Bayesian Pearson Correlation Analysis. In: Modern Bayesian Statistics in Clinical Research . Springer, Cham. https://doi.org/10.1007/978-3-319-92747-3_11
Darma, Budi. (2021). Statistika Penelitian Menggunakan SPSS (Uji Validitas, Uji Reliabilitas, Regresi Linier Sederhana, Regresi Linier Berganda, Uji t, Uji F, R2).
Effendi, U.(2016). Psikologi Konsumen. Jakarta: Rajawali Pers.
Fauzy, A. (2019). Metode Sampling. Tangerang Selatan: Universitas Terbuka.
Gemma, S. M. (2021). HUBUNGAN ANTARA SELF REGULATED LEARNING DENGAN KETERLIBATAN AKADEMIK DALAM PEMBELAJARAN ONLINE PADA MAHASISWA. UNIVERSITAS KATOLIK SOEGIJAPRANATA, Semarang, Indonesia.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed.). United Kingdom: Cengage Learning
Hakim, A.F., Rachma, N., & Normaladewi, A. (2023). Pengaruh Gratis Ongkos Kirim, Diskon, dan Online Customer Review Terhadap Keputusan Pembelian Konsumen TikTok Shop (Studi pada Mahasiswa FEB Angkatan 2019 Universitas Islam Malang). Jurnal Riset Manajemen, 12(2), 17-25.
Taherdoost, Hamed . (2019) What Is the Best Response Scale for Survey and Questionnaire Design; Review of Different Lengths of Rating Scale / Attitude, Scale / Likert Scale, International Journal of Academic Research in Management, Vol. 8, No. 1, 2019, Page: 1-10.
Haryono, Erwin. (2023, Agustus 7). Ekonomi Indonesia Tumbuh Tinggi pada Triwulan II 2023. Diperoleh dari https://www.bi.go.id/id/publikasi/ruang-media/news-release/Pages/sp_2521523.aspx. Diakses 20 September 2023
Huo, C., Wang, X., Sadiq, M.W., & Pang, M. (2023). Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model. SAGE Open, 13(2), 1-15. doi: https://doi.org/10.1177/21582440231172678
Karimah, M., Nurhayati, D., & Indarti, N. (2022). Pengaruh Penggunaan E-Money, Fitur Live Streaming, dan Literasi Digital Terhadap Perilaku Konsumtif pada Pembelanjaan Online. Jurnal Equilibrium Nusantara, 1(1), 8-15.
Kotler, Philip. & Gary Armstrong. (2018). Principles of Marketing, 17th edition. Pearson Prentice Hall, New Jersey.
Lee, SW. (2022). Methods for testing statistical differences between groups in medical research: statistical standard and guideline of Life Cycle Committee. Life Cycle ;2:e1. https://doi.org/10.54724/lc.2022.e1
Macura, A. (2022, September 9). Forbes.com. Diambil kembali dari Forbes Business Council: https://www.forbes.com/sites/forbesbusinesscouncil/2022/05/09/the-rise-of-live-video-shopping-and-how-e-commerce-businesses-can-get-started/?sh=109e96295594. Diakses 20 September 2023
Mandiri. (2023, September 1). Daily Economic and Market Review. Diperoleh dari https://bankmandiri.co.id/documents/20143/178288561/20230901+-+Belanja+Masyarakat+Relatif+Stabil+di+Agustus+2023.pdf/22719433-61e7-bcf6-b124-41307d526f90?version=1.0&t=1693896744511. Diakses 20 September 2023
Mu’jizah F., Aini, F.N., Nurjanah, E., & Pramudita, M. (2022). Pengaruh Harga dan Promosi Terhadap Minat Beli Konsumen melalui E-commerce Shopee (Studi pada Masyarakat di Yogyakarta). Dalam Tjahjono, A., & Fitriana, N. (Ed.). Green Economy Strategi Menghadapi Krisis Global 2023 (178-195). Diperoleh dari https://jurnal.stieww.ac.id/index.php/semnas/article/view/639
Pramesta, N.R., Natania, C.M., Izdihar, A.H., & Rakhmawati, N.A. (2022). Analisis Pengaruh Strategi Flash Sale terhadap Minat Beli dan Perilaku Impulsif Mahasiswa ITS. Jurnal Sistem Informasi dan Manajemen, 10(3), 149-159.
Pratiwi, V.J., Efendi, F., Fariz, M., Zikrinawati, K., & Fahmy, Z. (2023). Pengaruh Voucher Diskon Belanja pada Live Streaming Aplikasi TikTok terhadap Perilaku Impulsive Buying di Kalangan Mahasiswa UIN Walisongo Semarang. Student Scientific Creativity Journal (SSCJ), 1(2), 391-400.
Rahayu, Denok. (2019). Penerapan Diskon Dalam Menarik Minat Beli Konsumen Di Matahari Departement Store Kediri Town Square. Fakultas Ekonomi Universitas Blitar, 12(2). doi: https://doi.org/10.35457/xxx
Rahmawati, I., Sa’adah, L., & Musyafaah, L. (2023). PENGARUH LIVE STREAMING SELLING, REVIEW PRODUCT, DAN DISCOUNT TERHADAP MINAT BELI KONSUMEN PADA E-COMMERCE “SHOPEE”. Jurnal Riset Entrepreneurship, 6(2) 2023, 80-93. doi: https://doi.org/10.30587/jre.v6i2.5956
Ratnawati. (2023). Pengaruh Discount, Live Streamer, dan Customer Trust terhadap Impulse Buying pada Live Streaming Commerce. Technology, Business, and Entrepreneurship, 1(1).
Refasa, G.S.A., Heriyadi, Purmono, B.B., Barkah, & Malini, H. (2023). Do TikTok Discounts Livestream Triggers Gen Z Impulse Buying Behavior. International Journal of Scientific Research and Management (IJSRM), 11(1). doi: https://doi.org/10.18535/ijsrm/v11i01.em04
Septiawan, I Putu Adi (2020). PENGARUH LINGKUNGAN KERJA DAN DISIPLIN KERJA TERHADAP KINERJA KARYAWAN PADA CV PUSPA. Universitas Pendidikan Ganesha, Indonesia.
Sholihah, A.M., Utomo, J.H., Kanedi, F.J., Pramesty, N.S.P, & Rakhmawati, N.A. Dataset Kuesioner Diskon Live Shopping Shopee dan TikTok (Version v1.0). Version v1.0. Zenodo. https://doi.org/10.5281/zenodo.8384805
Shopee. (2023). About Shopee. Diperoleh dari https://careers.shopee.co.id/about. Diakses pada 20 September 2023.
Published
2023-12-15
How to Cite
Utomo, J. H., Kanedi, F. J., Sholihah, A. M., Pramesty, N. S. P., & Rakhmawati, N. A. (2023). Analyzing the influence of Shopee and Tiktok live shopping discounts on consumer spending patterns. Marketing Management Studies, 3(4), 323-333. https://doi.org/10.24036/mms.v3i4.448
Section
Articles
