Live Streaming Shopping dalam Membentuk Purchase Intention pada Konsumen E-Commerce

Didi Sujadi, Abu Yazid

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Penelitian ini bertujuan untuk menganalisis pengaruh Live Streaming Shopping dan Influencer Credibility terhadap Consumer Trust serta implikasinya pada Purchase Intention konsumen e-commerce. Penelitian menggunakan pendekatan kuantitatif dengan desain penelitian eksplanatori. Data diperoleh melalui penyebaran kuesioner kepada pengguna e-commerce di Kota Tangerang Selatan yang pernah menggunakan fitur live streaming shopping. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 100 orang. Analisis data dilakukan menggunakan Structural Equation Modeling Partial Least Square (SEM-PLS) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa Influencer Credibility berpengaruh positif dan signifikan terhadap Consumer Trust dan Purchase Intention, sedangkan Live Streaming Shopping hanya berpengaruh positif dan signifikan terhadap Purchase Intention tetapi tidak berpengaruh signifikan terhadap Consumer Trust. Selain itu, Consumer Trust berpengaruh positif dan signifikan terhadap Purchase Intention. Pada pengujian pengaruh tidak langsung, Consumer Trust tidak mampu memediasi hubungan antara Live Streaming Shopping dan Purchase Intention, namun mampu memediasi hubungan antara Influencer Credibility dan Purchase Intention. Temuan ini menunjukkan bahwa kredibilitas influencer memiliki peran penting dalam meningkatkan kepercayaan konsumen dan mendorong niat pembelian pada platform e-commerce.

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DOI: https://doi.org/10.37531/mirai.v11i2.11831

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