PENGARUH INTERACTIVITY, EXPERTISE, DAN ENTERTAINMENT TERHADAP PURCHASE INTENTION PRODUK FASHION PADA PENGGUNA SHOPEE LIVE DI JABODETABEK

SEKAR AYU KALILA, . (2025) PENGARUH INTERACTIVITY, EXPERTISE, DAN ENTERTAINMENT TERHADAP PURCHASE INTENTION PRODUK FASHION PADA PENGGUNA SHOPEE LIVE DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Metode belanja melalui live shopping semakin digemari konsumen seiring meningkatnya tren interaksi digital. Namun, dalam dua tahun terakhir, terjadi penurunan niat pembelian melalui live shopping, khususnya pada platform Shopee Live. Kondisi ini menunjukkan perlunya strategi untuk mendorong kembali niat pembelian melalui pengalaman siaran langsung. Penelitian ini bertujuan untuk menguji pengaruh interactivitas, keahlian, dan hiburan terhadap niat pembelian, dengan kepercayaan terhadap streamer sebagai variabel mediasi dalam Shopee Live. Teori Stimulus-Organism-Response (S-O-R) digunakan untuk menjelaskan bagaimana elemen stimulus yang memengaruhi aspek internal individu, yang pada akhirnya mendorong respons perilaku. Penelitian ini melibatkan 384 responden yang dipilih menggunakan teknik purposive sampling dengan kriteria responden yang pernah menonton Shopee Live yang berada di wilayah jabodetabek. Jawaban responden diperoleh melalui penyebaran kuesioner menggunakan google form. Hasil jawaban responden dilakukan analisis dengan menggunakan Structural Equation Modeling (SEM) menggunakan software SmartPLS 4 untuk menguji sepuluh hipotesis yang dirumuskan. Hasil penelitian menunjukkan bahwa interaktivitas, keahlian, dan hiburan berpengaruh positif dan signifikan terhadap kepercayaan pada streamer dan niat pembelian. Selain itu, kepercayaan terhadap streamer terbukti memediasi hubungan ketiga variabel tersebut terhadap niat pembelian.Kata Kunci: Interaktivitas, Keahlian, Hiburan, Kepercayaan pada Streamer, Niat Pembelian, Live Shopping.***** Live shopping has become an increasingly popular shopping method among consumers, in line with the growing trend of digital interaction. However, in the past two years, there has been a decline in purchase intention through live shopping, particularly on the Shopee Live platform. This condition highlights the need for strategies to reignite purchase intention through live-streaming experiences. This study aims to examine the influence of interactivity, expertise, and entertainment on purchase intention, with trust in streamer as a mediating variable within Shopee Live. The Stimulus-Organism-Response (S-O-R) theory is employed to explain how external stimulus elements affect internal individual states, which in turn drive behavioral responses. The sampling technique used is purposive sampling, with a total of 384 respondents who have previously watched Shopee Live and reside in the Jabodetabek area. Respondents’ answers were collected through a questionnaire distributed via Google Forms. Structural Equation Modeling (SEM) with SmartPLS 4 software was used to analyze the collected data and test the ten proposed hypotheses.. The results indicate that interactivity, expertise, and entertainment have a positive and significant effect on both trust in the streamer and purchase intention. Furthermore, trust in the streamer is proven to mediate the relationship between those three variables and purchase intention. Keywords: Interactivity, Expertise, Entertainment, Trust in Streamer, Purchase Intention, Live shopping.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE., M.Si., Ph.D ; 2). Adnan Kasofi, S.Pd., MBA
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Sekar Ayu Kalila .
Date Deposited:	07 Aug 2025 03:12
Last Modified:	07 Aug 2025 03:12
URI:	http://repository.unj.ac.id/id/eprint/58626

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