Pengaruh faktor pembentuk purchase intention melalui sarana live-streaming shopping
Info Katalog
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Ganawati
Subyek : Purchase Tax
Kata Kunci : Attractiveness; Entertainment; Expertise; Informativeness; Purchase Intention; Trustworthiness.
Saat ini file hanya dapat diakses dari perpustakaan.
Status : Lengkap
K ebutuhan dan keinginan konsumen beragam dan terus berubah, sehinggapemasaran memainkan peran yang krusial termasuk dalam pemanfaatan live-streaming shopping. Penelitian ini bertujuan untuk menganalisis faktor-faktorpembentuk purchase intention melalui live-streaming shopping pada e-commerceShopee, TikTokShop, dan Lazada. Variabel independen meliputi entertainment,informativeness, attractiveness, expertise, dan trustworthiness, sedangkan variabeldependen yang diteliti adalah purchase intention. Sampel pada penelitian iniberjumlah 150 orang yang merupakan konsumen Shopee, TikTokShop, dan Lazadayang memanfaatkan fitur live-streaming shopping ketika berbelanja. Data primerdigunakan dalam penelitian ini yang dikumpulkan melalui penyebaran kuesionerkepada responden. Data yang terkumpul dianalisis menggunakan Structural EquationModelling (SEM), sehingga penelitian ini termasuk penelitian kuantitatif. Hasilpenelitian menunjukkan variabel entertainment, informativeness, attractiveness, dantrustworthiness berpengaruh positif dan signifikan terhadap purchase intention.Sementara variabel expertise tidak berpengaruh positif dan signifikan terhadappurchase intention.
C onsumer needs and wants are diverse and constantly changing, so marketing playsa crucial role including in the utilization of live-streaming shopping. This study aimsto analyze the factors that shape purchase intention through live-streaming shoppingon e-commerce Shopee, TikTokShop, and Lazada. Independent variables includeentertainment, informativeness, attractiveness, expertise, and trustworthiness, whilethe dependent variable studied is purchase intention. The sample in this studyamounted to 150 people who were Shopee, TikTokShop, and Lazada consumers whoutilized the live-streaming shopping feature when shopping. Primary data was usedin this study which was collected through distributing questionnaires to respondents.The data collected was analyzed using Structural Equation Modeling (SEM), so thisresearch includes quantitative research. The results showed that the variables ofentertainment, informativeness, attractiveness, and trustworthiness had a positiveand significant effect on purchase intention. While the expertise variable has nopositive and significant effect on purchase intention.
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