Susilo, Tesar Librian Priyo (2024) Pengaruh Persepsi Kesenangan, Persepsi Manfaat, Persepsi Kemudahan dan Persepsi Kontrol terhadap Impulse Buying melalui Flow Experience pada Live Streaming E-Commerece. Masters thesis, Program Pascasarjana Universitas Merdeka Malang.

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Abstract

Small businesses are vital for Indonesia''s economy, yet only 34.10% engage in eCommerce. Marketing innovation, driven by technology and changing consumer behavior, is crucial for staying competitive. Live streaming in e-commerce offers
interactive shopping experiences, expanding consumer reach and stimulating impulse buying, essential in today''s dynamic market. To evaluate and analyze the effect of
perceived enjoyments, perceived ease of use, of perceived Ussefulness, perceived control on impulse buying through Flow Experience Sampling Technique: Non-probability sampling. Sample: The sample consists of E-commerce users who utilize Livestreaming, totaling 209 samples that meet the criteria and use PLS SEM 3, employing quantitative research methods.Perceived enjoyments, perceived ease of use, and perceived usefulness impact impulse buying through Flow Experience, excluding perceived control''s influence on impulse buying through Flow Experience. variable of perceived enjoyment has the greatest contribution, with entertainment indicators prominently contributing to perceived pleasure, followed by pleasure aspects in shopping experiences. Conversely, the flow experience variable shows lower contribution, with concentration levels being the most significant factor in forming flow experience, while interest levels have a lower impact. However, other aspects of flow experience, such as control, personal challenge, and spiritual enjoyment, also play diverse roles in influencing flow experience overall.

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