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

Yusuf Yusuf

Penulis

Yusuf Yusuf Universitas Terbuka, Tangerang

Kata Kunci:

Generasi Z, Harga, Keputusan Pembelian, Live Shopping, Promosi Interaktif

Abstrak

Perkembangan e‑commerce atau social commerce berbasis live shopping telah mengubah dinamika perilaku konsumen, khususnya pada Generasi Z yang merupakan kelompok dominan dalam aktivitas belanja digital. Shopee Live, Tik Tok Live, Instagram Live diantara platform live shopping di Indonesia menghadirkan integrasi strategi harga dan promosi interaktif yang menarik untuk dikaji, terutama pada konteks lokal. Penelitian ini bertujuan untuk menganalisis pengaruh harga dan promosi interaktif terhadap keputusan pembelian fashion pria pada Generasi Z di Kota Pangkalpinang. Pendekatan penelitian menggunakan metode kuantitatif dengan survei terhadap 99 responden pria Generasi Z yang pernah melakukan pembelian fashion pria melalui e-commerce atau social commerce, dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial harga berpengaruh positif dan signifikan terhadap keputusan pembelian (β = .334; t = 3.152; p < .050), sementara promosi interaktif memiliki pengaruh positif yang lebih dominan (β = .368; t = .706; p < .050). 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. Temuan ini menegaskan bahwa keputusan pembelian Generasi Z merupakan hasil integrasi pertimbangan rasional dan stimulus emosional. Secara strategis, pelaku usaha perlu memadukan harga kompetitif dengan promosi interaktif yang komunikatif untuk meningkatkan efektivitas live shopping di pasar lokal.

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