Fitria, Fenny Wahyu Nur (2025) Peran Interaktivitas Host Live Dalam Menciptakan Impulse Buying (Analisis Isi Etnofrafi Akun Glad2glow Pada Event Shopee 11.11 Big Sale). (The Role of Live Host Interactivity in Creating Impulse Buying (Ethnographic Content Analysis of the Glad2glow Account at the Shopee 11.11 Big Sale Event)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Shopee Live combines social media and online shopping to provide an interactive experience for viewers and consumers. In the digital world, interactivity creates dynamic experiences, where users can give feedback, receive immediate responses, and even influence the outcome or process of the interaction. This research uses qualitative media content analysis or Ethnographic Content Analysis/ECA, which aims to determine the forms of interactivity of the Glad2Glow live shopee host to create impulse buying at the 11.11 Big Sale event. This research shows that interactivity is important in creating a more interesting shopping experience for consumers. Real-time interactions increase emotional engagement and a sense of appreciation, which drives spontaneous purchasing decisions. Interactivity also reduces cognitive barriers by providing direct, relevant information that helps consumers overcome doubts, making them less likely to buy impulsively.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Interactivity, Live Shopee, Impulse Buying |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HX Socialism. Communism. Anarchism |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152000049 Fenny Wahyu Nur Fitria |
| Date Deposited: | 15 Mar 2002 16:49 |
| Last Modified: | 15 Mar 2002 16:49 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/36929 |
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