@thesis{thesis,
		author={Rahayu  Widi},
		title ={EFEK STIMULUS PADA LIVE STREAMING TERHADAP NIAT MEMBELI DI TOKO OFFLINE  YANG DIMEDIASI  SIKAP KONSUMEN(Studi Kasus Yogya Departemen Store Tasikmalaya)},
		year={2024},
		url={http://eprints.stiebankbpdjateng.ac.id/1930/},
		abstract={As technology evolves, changing consumer behavior and influencing offline entrepreneurs in the face of offline and online market competition, live streaming marketing has become a revolutionary marketing strategy to bridge the gaps in offline and online marketing. The study aims to investigate the influence of environmental stimuli on consumer intentions to make offline purchases in the store after watching live streaming. The theoretical framework in this study uses the Stimuli Organism Responpon (SOR) model, a structured questionnaire used to gather data from respondents who have watched live streaming of Yogya at the Department of the Tasikmalaya Store. Structural Equation Modeling (SEM) with a second-order model is used to analyze the data of a total of 111 respondents. Research results showed that environmental stimulus has a significant positive effect on consumer intentions to make purchases in offline stores, and the attitude of live streaming providers and products partially mediates the relationship between environmental stimulation and purchase intentions in offline stores. This research update focuses on the location of the store and the specification and expands the scope of application of the SOR model. 

Keyword: Live streaming, Stimuli-organism-response (SOR)Consumer attitudeIn-store purchase intention}
		}