Daya Tarik Live Shopping: Pengaruh Harga dan Promosi Interaktif terhadap Keputusan Pembelian Fashion Pria

Yusuf Yusuf

Authors

Yusuf Yusuf Universitas Terbuka, Tangerang

Keywords:

Generation Z, Interactive Promotions, Live Shopping, Purchasing Decisions, Price

Abstract

Perkembangan live shopping sebagai bentuk pemasaran digital interaktif telah mengubah cara konsumen, khususnya Generasi Z dalam mengambil keputusan pembelian produk fashion. Namun, masih terbatas penelitian yang mengkaji keputusan pembelian aktual pada segmentasi Generasi Z pria dalam konteks live shopping di daerah perkotaan. Penelitian ini bertujuan untuk menganalisis peran harga dan promosi interaktif sebagai penentu keputusan pembelian fashion pria Generasi Z di Kota Pangkalpinang. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei terhadap 99 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan regresi linier berganda. Hasil analisis menunjukkan bahwa secara parsial harga (β = .334; t = 3.152; p < .050) dan promosi interaktif (β = .368; t = .706; p < .050) berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, harga dan promosi interaktif berpengaruh signifikan terhadap keputusan pembelian dengan koefisien determinasi (R²) sebesar .267, yang menunjukkan bahwa kedua variabel mampu menjelaskan 26.7% variasi keputusan pembelian. Hasil ini mengindikasikan bahwa keputusan pembelian fashion pria Generasi Z terbentuk melalui integrasi antara pertimbangan rasional dan stimulus emosional yang muncul dalam live shopping. Penelitian ini menyimpulkan bahwa efektivitas live shopping pada segmen Generasi Z pria memerlukan strategi pemasaran yang memadukan harga kompetitif dan promosi interaktif berbasis keterlibatan konsumen.

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