PENGARUH LIVE STREAMING DAN ONLINE REVIEW TERHADAP PURCHASE INTENTION MELALUI TRUST PADA GENERASI Z DI E-COMMERCE

PRIANDA SAPUTRA, . (2026) PENGARUH LIVE STREAMING DAN ONLINE REVIEW TERHADAP PURCHASE INTENTION MELALUI TRUST PADA GENERASI Z DI E-COMMERCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilatarbelakangi oleh meningkatnya penggunaan fitur live streaming dan online review sebagai stimulus digital dalam membentuk trust dan niat pembelian konsumen, khususnya Generasi Z sebagai digital native. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap Generasi Z berusia 18-28 tahun yang berdomisili di Jakarta Timur dan merupakan pengguna aktif Shopee. Teknik pengambilan sampel menggunakan purposive sampling, dengan analisis data menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa live streaming dan online review berpengaruh positif dan signifikan terhadap trust dan purchase intention. Selain itu, trust terbukti memediasi secara signifikan pengaruh live streaming dan online review terhadap purchase intention. Temuan ini menegaskan pentingnya peran trust dalam mendorong niat pembelian Generasi Z pada platform e-commerce Shopee. Kata Kunci: Live Streaming, Online Review, Trust, Purchase Intention, Generasi Z. ***** This research is motivated by the increasing use of live streaming and online reviews as digital stimuli in shaping consumer trust and purchase intentions, especially Generation Z as digital natives. This study uses a quantitative approach with a survey method of Generation Z aged 18-28 years who live in East Jakarta and are active Shopee users. The sampling technique used purposive sampling, with data analysis using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results show that live streaming and online reviews have a positive and significant effect on trust and purchase intention. In addition, trust is proven to significantly mediate the influence of live streaming and online reviews on purchase intention. This finding confirms the important role of trust in driving Generation Z's purchase intention on the Shopee e-commerce platform. Keywords: Live Streaming, Online Review, Trust, Purchase Intention, Generation Z.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ryna Parlyna, M.B.A. ; 2). Inkreswari Retno Hardini, S.Kom., M.T.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 32919 not found.
Date Deposited:	04 Feb 2026 08:42
Last Modified:	04 Feb 2026 08:42
URI:	http://repository.unj.ac.id/id/eprint/64908

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