Pengaruh Strategi Suspense dalam Live Streaming Fashion terhadap Impulse Buying: Peran Mediasi Persepsi Nilai dan Persepsi Harapan
DOI:
https://doi.org/10.61722/jaem.v3i1.9195Keywords:
Suspense, Persepsi Nilai, Persepsi Harapan, Impulse Buying, Live StreamingAbstract
Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh strategi suspense dalam live streaming produk fashion terhadap impulse buying dengan persepsi nilai dan persepsi harapan konsumen sebagai variabel mediasi. Mengadopsi desain kuantitatif dengan pendekatan survei, penelitian ini melibatkan 145 responden pengguna TikTok Shop yang pernah melakukan pembelian impulsif produk fashion saat live streaming. Pengumpulan data dilakukan melalui kuesioner online yang disebarkan menggunakan teknik purposive sampling. Analisis data menggunakan Structural Equation Modeling dengan Partial Least Square (PLS-SEM) melalui SmartPLS 4.0. Hasil penelitian menunjukkan bahwa elemen suspense (preview fuzziness, suspense setting, dan delight creation) berpengaruh positif signifikan terhadap persepsi nilai dan persepsi harapan konsumen. Lebih lanjut, baik persepsi nilai maupun persepsi harapan terbukti berpengaruh positif signifikan terhadap impulse buying. Temuan ini menunjukkan bahwa mekanisme psikologis konsumen memegang peranan penting dalam mentransformasikan elemen ketegangan menjadi keputusan pembelian impulsif.
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