ANALYSIS OF SOCIAL PRESENCE AND PRODUCT DIVERSITY ON IMPULSE BUYING THROUGH LIVE SHOPPING ON E-COMMERCE CONSUMERS IN MEDAN CITY

Abstract

The purpose of this study is to determine directly and indirectly the relationship between social presence, product diversity on impulse buying through live shopping. The population in this study are all consumers who shop on e-commerce platforms such as Shopee, Tokopedia, Lazada, Tiktokshop, the number of which could not be known with certainty. The sample withdrawal used is accidental sampling, the questionnaire was distributed using google form. The research sample was taken using the Zikmund formula so that a sample size of 100 respondents was obtained. Data analysis was carried out using structural equation modeling (SEM) techniques with Smart-PLS analysis tools to test the direct and indirect relationships between these variables. The results explain that social presence directly has a significant effect on live shopping, product diversity directly has a significant effect on live shopping, social presence directly has a significant effect on impulse buying, product diversity directly has a significant effect on impulse buying, live shopping directly has a significant effect on impulse buying, social presence indirectly has a significant effect on impulse buying through live shopping, and then roduct diversity indirectly has a significant effect on impulse buying through live shopping.