PENGARUH PERILAKU INTERAKTIVITAS LIVE STREAMING TERHADAP PURCHASE INTENTION PADA KEPUTUSAN PEMBELIAN THRIFT SHOP MELALUI LITERASI EKONOMI SEBAGAI VARIABEL MEDIASI STUDI PADA GENERASI Z DI PROVINSI DKI JAKARTA

RHI MUHAMMAD IBNU HIBBAN, . (2025) PENGARUH PERILAKU INTERAKTIVITAS LIVE STREAMING TERHADAP PURCHASE INTENTION PADA KEPUTUSAN PEMBELIAN THRIFT SHOP MELALUI LITERASI EKONOMI SEBAGAI VARIABEL MEDIASI STUDI PADA GENERASI Z DI PROVINSI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perilaku interaktivitas dalam live streaming dan purchase intention terhadap keputusan pembelian produk thrift shop, dengan literasi ekonomi sebagai variabel mediasi pada Generasi Z di Provinsi DKI Jakarta. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner terhadap 100 responden mahasiswa. Analisis data dilakukan menggunakan metode Partial Least Square Structural Equation Modeling (PLS-SEM).Hasil penelitian menunjukkan bahwa interaktivitas live streaming berpengaruh positif dan signifikan terhadap keputusan pembelian. Purchase intention juga memiliki pengaruh signifikan terhadap keputusan pembelian produk thrift shop. Namun, literasi ekonomi tidak memediasi pengaruh interaktivitas live streaming maupun purchase intention terhadap keputusan pembelian. Temuan ini memperkuat penerapan Theory of Planned Behavior (TPB) dalam memahami perilaku konsumsi digital generasi muda, serta menegaskan pentingnya elemen interaktivitas dalam strategi pemasaran live streaming produk thrift. Penelitian ini memberikan kontribusi teoretis dalam pengembangan literasi ekonomi digital dan masukan praktis bagi pelaku usaha thrift shop dalam merancang promosi yang lebih efektif. ***** This study aims to analyze the influence of interactivity behavior in live streaming and purchase intention on the purchase decision of thrift shop products, with economic literacy as a mediating variable among Generation Z in DKI Jakarta Province. The method used is a quantitative approach with data collection techniques through questionnaires administered to 100 student respondents. Data analysis was conducted using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results of the study show that live streaming interactivity has a positive and significant effect on purchase decisions. Purchase intention also has a significant effect on the purchase decision of thrift shop products. However, economic literacy does not mediate the effect of live streaming interactivity or purchase intention on purchase decisions. These findings reinforce the application of the Theory of Planned Behavior (TPB) in understanding the digital consumption behavior of the younger generation and emphasize the importance of interactivity elements in live streaming marketing strategies for thrift products. This research provides theoretical contributions to the development of digital economic literacy and practical input for thrift shop business actors in designing more effective promotions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Karuniana Dianta Arfiando Sebayang, S.IP., M.E. ; 2). Prof. Dr. Saparuddin Mukhtar, S.E., M.Si
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Ekonomi
Depositing User:	Rhi Muhammad Ibnu Hibban .
Date Deposited:	16 Aug 2025 16:22
Last Modified:	16 Aug 2025 16:22
URI:	http://repository.unj.ac.id/id/eprint/61435

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