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"ABSTRAKPenelitian ini bertujuan untuk menganalisis pengaruh deal proneness terhadap reparticipation niat menjual flash online Tokopedia dengan mempertimbangkanatribusi sebagai variabel moderasi. Responden yang dituju adalah pengguna diJabodetabek yang pernah berpartisipasi dalam Flash Sale online Tokopedia sebelumnya 1 (satu) kali terakhir dan mengalami kegagalan layanan proses. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada responden diperoleh dengan teknik purposive sampling. Hasil analisis menggunakan metode Parsial Least Square-Structural Equation Modeling (PLS-SEM) menunjukkan bahwa kesepakatan kerentanan memiliki pengaruh langsung pada niat partisipasi ulang di pengguna yang telah berpartisipasi dalam penjualan flash online dan mengalami kegagalan layanan proses. Sedangkan peran moderasi berasal dari atribusi internal dan eksternal pengaitan menunjukkan bahwa tidak ada hubungan interaksi dengan rawan kesepakatan dalam mempengaruhi niat partisipasi ulang. Hasil analisis juga menunjukkan bahwa atribusi eksternal memiliki efek langsung yang signifikan terhadap partisipasi niat.ABSTRACTThis study aims to analyze the effect of deal proneness on reparticipation of Tokopedia's online flash selling intentions by considering attribution as a moderating variable. The intended respondents are users on Jabodetabek that has participated in the previous Tokopedia online Flash Sale 1 (one) last time and experienced a process service failure. This research using a quantitative approach through distributing questionnaires to respondents obtained by purposive sampling technique. The results of the analysis using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method indicate that the agreement of vulnerability has a direct influence on the intention of re-participation in users who have participated in online flash sales and experienced a service process failure. Meanwhile, the role of moderation comes from internal and external attributions showing that there is no interaction relationship with agreement-prone in influencing the intention to re-participate. The analysis results also show that external attributions have a significant direct effect on intention participation."

"E-commerce di Indonesia tidak hanya berkembang pesat namun juga inovatif. Live-streaming kini menjadi alat pemasaran bisnis dan kekuatan yang kemudian mendorong pertumbuhan dan perkembangan penjualan e-commerce. Penelitian ini bertujuan untuk memahami fak­­tor-faktor yang memengaruhi pembelian impulsif dalam live streaming commerce (LSC) di Indonesia menggunakan pendekatan model ELM (Elaboration Likelihood Model) dan teknik analisis Smart PLS 4 dengan model reflektif normatif.Hasil penelitian menunjukkan bahwa kredibilitas streamer, penularan resonansi, dan emotional support secara positif memengaruhi keterlibatan pelanggan (customer engagement), yang pada gilirannya memengaruhi kecenderungan pembelian impulsif. Kualitas informasi produk dan kualitas interaksi streamer tidak menunjukkan pengaruh yang signifikan terhadap pembelian impulsif.Customer engagement terbukti memediasi hubungan antara kredibilitas streamer, penularan resonansi, dan emotional support dengan kecenderungan pembelian impulsif. Kecenderungan mencari penawaran memoderasi hubungan antara customer engagement dan kecenderungan pembelian impulsif, di mana hubungan ini menjadi lebih kuat ketika pelanggan semakin responsif terhadap penawaran.

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The e-commerce landscape in Indonesia is not only rapidly expanding but also highly innovative. Live streaming has emerged as a powerful marketing tool for businesses, driving the growth and development of e-commerce sales. This study delves into the factors influencing impulsive buying in live streaming commerce (LSC) in Indonesia, employing the Elaboration Likelihood Model (ELM) approach and Smart PLS 4 analysis technique with a normative reflective model.

Key findings reveal that streamer credibility, resonance contagion, and emotional support positively influence customer engagement, which in turn impacts impulsive buying tendency. Interestingly, product information quality and streamer interaction quality do not exhibit a significant direct effect on impulsive buying. These findings suggest that in the context of LSC, impulsive purchasing decisions are driven more by emotional and social factors rather than product-related information or streamer interaction dynamics.

Customer engagement emerges as a crucial mediator between streamer credibility, emotional support, and impulsive buying tendency, highlighting its pivotal role in bridging these factors and influencing impulsive purchasing behavior. Additionally, deal-seeking tendency moderates the relationship between customer engagement and impulsive buying tendency, indicating that the strength of this relationship is amplified when customers are more susceptible to deals and promotions."