PENGARUH SOCIAL PRESENCE TERHADAP IMPULSIVE BUYING BEHAVIOR MELALUI FLOW STATE PADA GENERASI Z PENGGUNA TIKTOK LIVE DI JABODETABEK
DOI:
https://doi.org/10.15575/jb.v5i2.58857Keywords:
Social Presence, Flow State, Impulsive Buying Behavior, TikTok Live, Live-Streaming Commerce.Abstract
Meningkatnya penggunaan live-streaming commerce, khususnya TikTok Live, mendorong perilaku pembelian impulsif pada Generasi Z, terutama produk fashion. Berlandaskan teori Stimulus-Organism-Response (S-O-R), penelitian ini menganalisis pengaruh Social Presence terhadap Impulsive Buying Behavior melalui mediasi Flow State pada Generasi Z pengguna TikTok Live di Jabodetabek. Penelitian kuantitatif ini melibatkan 232 responden yang dipilih menggunakan purposive sampling. Data dianalisis menggunakan PLS-SEM melalui SmartPLS 4. Hasil menunjukkan bahwa Social Presence berpengaruh positif dan signifikan terhadap Flow State dan Impulsive Buying Behavior. Flow State juga berpengaruh positif terhadap Impulsive Buying Behavior, serta memediasi secara parsial hubungan tersebut. Temuan ini menegaskan bahwa Flow State sebagai mekanisme psikologis dalam menjelaskan perilaku pembelian impulsif pada live-streaming commerce.
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