PERAN INTERACTIVITY, ONLINE CUSTOMER REVIEW, PERCEIVED TRUST DAN PURCHASE INTENTION DALAM MEMBENTUK IMPULSIVE BUYING PADA FITUR TIKTOK LIVE

DZIKRAL RIZKY, . (2026) PERAN INTERACTIVITY, ONLINE CUSTOMER REVIEW, PERCEIVED TRUST DAN PURCHASE INTENTION DALAM MEMBENTUK IMPULSIVE BUYING PADA FITUR TIKTOK LIVE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilandasi oleh teori Stimulus-Organism-Response (S-O-R) untuk menganalisis fenomena social commerce pada ekosistem TikTok Live. Perkembangan fitur siaran langsung ini memunculkan kecenderungan konsumen melakukan pembelian tanpa perencanaan (impulsive buying) akibat kuatnya paparan stimulus digital di lingkungan belanja. Oleh karena itu, penelitian ini bertujuan untuk menguji pengaruh Interactivity, Online Customer Review, dan Perceived Trust sebagai stimulus terhadap Impulsive Buying melalui Purchase Intention pada pengguna TikTok Live. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 200 responden pengguna TikTok Live yang ditarik menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa Interactivity, Online Customer Review, dan Perceived Trust berpengaruh positif dan signifikan terhadap Impulsive Buying. Ketiga variabel tersebut juga terbukti berpengaruh positif dan signifikan terhadap Purchase Intention. Lebih lanjut, Purchase Intention berpengaruh positif terhadap Impulsive Buying dan terkonfirmasi berperan sebagai variabel mediasi yang menghubungkan stimulus eksternal dengan perilaku pembelian impulsif konsumen. Penelitian ini diharapkan dapat memberikan kontribusi teoritis dan praktis bagi pengembangan strategi pemasaran digital pada live streaming commerce. Kata kunci: Impulsive Buying, Interactivity, Online Customer Review, Perceived Trust, Purchase Intention. ***** This research is underpinned by the Stimulus-Organism-Response (S-O-R) theory to analyze the social commerce phenomenon within the TikTok Live ecosystem. The development of this live streaming feature has given rise to a tendency for consumers to make unplanned purchases (impulsive buying) due to strong exposure to digital stimuli in the shopping environment. Therefore, this study aims to examine the effect of Interactivity, Online Customer Review, and Perceived Trust as stimuli on Impulsive Buying through Purchase Intention among TikTok Live users. This research employs a quantitative approach with a survey method. Data collection was conducted by distributing questionnaires to 200 TikTok Live users, selected using a purposive sampling technique. Data analysis was performed using Structural Equation Modeling (SEM) with the assistance of AMOS software. The results indicate that Interactivity, Online Customer Review, and Perceived Trust have a positive and significant effect on Impulsive Buying. These three variables also have a positive and significant effect on Purchase Intention. Furthermore, Purchase Intention has a positive effect on Impulsive Buying and is confirmed to act as a mediating variable that connects external stimuli with consumers' impulsive buying behavior. This research is expected to provide theoretical and practical contributions to the development of digital marketing strategies in live streaming commerce. Keywords: Impulsive Buying, Interactivity, Online Customer Review, Perceived Trust, Purchase Intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Dzikral Rizky .
Date Deposited:	18 Aug 2026 04:20
Last Modified:	18 Aug 2026 04:20
URI:	http://repository.unj.ac.id/id/eprint/71329

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