Pengaruh social presence dan live streaming quality terhadap purchase intention pada e-commerce
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Aekram Faisal
Kata Kunci : E-commerce, Social presence, Live streaming quality, Immersive experience, Purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002007005_Halaman-Judul.pdf | ||
| 2. | 2024_SK_SMJ_022002007005_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002007005_Surat-Hasil-Similaritas.pdf | 2 | |
| 4. | 2024_SK_SMJ_022002007005_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002007005_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002007005_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002007005_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002007005_Bab-1.pdf | 12 | |
| 9. | 2024_SK_SMJ_022002007005_Bab-2.pdf | 23 |
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| 10. | 2024_SK_SMJ_022002007005_Bab-3.pdf |
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| 11. | 2024_SK_SMJ_022002007005_Bab-4.pdf |
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| 12. | 2024_SK_SMJ_022002007005_Bab-5.pdf | 6 | |
| 13. | 2024_SK_SMJ_022002007005_Daftar-Pustaka.pdf | 7 | |
| 14. | 2024_SK_SMJ_022002007005_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh social presence dan live streaming quality terhadap purchase intention baik secara langsung maupun melalui peran mediasi dari immersive experience. Pendekatan empiris digunakan untuk menyelidiki bagaimana social presence dan live streaming quality mempengaruhi keinginan konsumen untuk melakukan pembelian. Data dikumpulkan melalui survei kepada pengguna aktif e-commerce yang pernah menonton live streaming setidaknya enam kali dalam satu bulan terakhir. Metode purposive sampling digunakan untuk pemilihan sampel, sementara analisis data menggunakan Structural Equation Model (SEM).Hasil penelitian ini menyimpulkan bahwa persepsi konsumen terhadap kehadiran sosial dan kualitas live streaming secara signifikan memengaruhi pengalaman konsumen yang kemudian menghadirkan niat pembelian konsumen di platform e-commerce. Temuan ini menyoroti pentingnya meningkatkan interaksi sosial dan kualitas live streaming sebagai strategi untuk meningkatkan keinginan konsumen dalam melakukan pembelian online.
T This study aims to analyze the impact of social presence and live streaming quality on purchase intention, both directly and through the mediating role of immersive experience. An empirical approach is used to investigate how social presence and live streaming quality influence consumers\\\' purchase intentions. Data were collected through an online survey of active e-commerce users who have watched live streaming at least six times in the past month. Purposive sampling was used for sample selection, while data analysis employed the Structural Equation Model (SEM).The findings of this study conclude that consumers\\\' perceptions of social presence and live streaming quality significantly affect consument’s immersive experience, thereby influencing their purchase intentions on e-commerce platforms. These findings underscore the importance of enhancing social interactions and live streaming quality as strategies to increase consumer willingness to make online purchases.
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