Pengaruh Fear Of Missing Out, Live Streaming dan Flash Sale Terhadap Minat Beli Konsumen Pada Produk Kecantikan Impor di E-Commerce
DOI:
https://doi.org/10.35870/jemsi.v10i2.2311Abstract
Produk kecantikan memiliki potensi besar untuk dipasarkan melalui media platfrom e-commerce agar para konsumen dapat menjangkau produk lebih luas baik itu impor maupun lokal. Penelitian ini bertujuan untuk mengetahui pengaruh Fear of missing out, Live streaming dan Flash sale terhadap Minat Beli Konsumen pada Produk Kecantikan Impor di e-commerce.
Metode penelitian yang digunakan adalah kuantitatif dengan bantuan Program SPSS versi 25. Penelitian yang digunakan adalah analisis regresi linear berganda. Teknik sampling menggunakan Purposive Sampling. Populasi dalam penelitian ini adalah para konsumen yang pernah melihat live streaming dan yang pernah membeli produk kecantikan impor di e-commerce. Penentuan jumlah sampel menggunakan rumus Hair et., al (2019). Dengan jumlah responden sebanyak 140 orang.
Hasil penelitian ini menunjukkan bahwa variabel Fear of missing out secara persial tidak berpengaruh dan tidak signifikan terhadap minat beli konsumen. Variabel Live streaming dan Flash sale berpengaruh positif dan signifikan terhadap minat beli. Secara simultan variabel Fear of Mising Out, Live streaming dan Flash sale berpengaruh terhadap Minat Beli konsumen pada produk kecantikan impor di e-commerce. Koefisien Korelasi (R) sebesar 0,861 yang menunjukan hubungan kuat antar variabel dan Koefisien Determinasi (R2) sebesar 74,2% dan sisanya 25,8% dipengaruhi oleh variabel lain yang tidak diketahui.
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