Efektivitas Live Stream Shopping Dalam Membentuk Purchase Intention (Survei Pada S-Commerce di Indonesia):

Zahra  Ayuningtyas

doi:10.54209/jasmien.v5i01.753

Zahra Ayuningtyas Universitas Padjadjaran

DOI: https://doi.org/10.54209/jasmien.v5i01.753

Keywords: Personal selling, live stream shopping, customer engagement, purchase intention

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Abstract

Live stream shopping (LSS) menjadi fenomena ekonomi global dengan menjadi media untuk kegiatan personal selling di dunia digital. LSS memanfaatkan teknologi streaming video secara real-time, pendekatan inovatif ini memungkinkan salesman untuk melibatkan pelanggan dalam interaksi secara langsung yang mendorong pengalaman berbelanja yang lebih interaktif dan imersif. Dengan keterlibatan penonton yang lebih dalam dan personal, diharapkan LSS meningkatkan purchase intention dari penonton. Oleh karena itu, penelitian ini dilakukan untuk menyelidiki bagaimana pengaruh kegiatan personal selling pada LSS lingkungan terhadap customer engagement dan purchase intention dengan mengadaptasi framework S-O-R. Uji validitas dan reliabilitas serta uji hipotesis dilakukan dengan PLS-SEM sebagai metode analisis dengan menggunakan software SmartPLS. Hasil penelitian menunjukan bahwa personal selling pada LSS berpengaruh secara positif dan signifikan terhadap customer engagement yang kemudian beperngaruh secara positif dan signifikan terhadap purchase intention pengguna TikTok Live.

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