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Analisis Pengaruh Live Streaming terhadap Purchase Intention Wanita di Jabodetabek pada Produk Kosmetik di Social Commerce TikTok
Live streaming commerce around the world has continued to grow rapidly over the last few years, and Indonesia is no exception. Live streaming is a new business model that evolved from social commerce, where it enables online sellers face and interact directly with its consumers. allows vendors to directly face and interact with consumers in online market. This study aims to examine how live streaming can affect female’s purchase intention for cosmetic products in online market. On the basis of signaling theory and uncertainty literature, this study focuses on two signals that live streaming broadcasters convey to consumers, namely broadcasters’ physical characteristics conveyed through vicarious product trials and value similarity via instant interaction which can reduce product uncertainty and increase trust for consumers with similar physical traits and values. The sample used in this study are women who are active users of TikTok, aged between 18-34 years, domiciled in Jabodetabek area, and have watched live streaming sessions of cosmetic brand official accounts on TikTok within the last 3 days. A total of 243 questionnaire respondents were collected, which were then processed using the Partial Least Square - Structural Equation Modeling (SEM) method and using the SmartPLS software. The results of this study indicate that Perceived Physical Characteristic Similarity has a negative effect on Perceived Product Fit Uncertainty and Perceived Value Similarity has a positive influence on Perceived Trust. Furthermore, Perceived Trust has a negative influence on Perceived Product Fit Uncertainty and Perceived Product Quality Uncertainty. Then, it was found that Perceived Product Fit Uncertainty and Perceived Product Quality Uncertainty each had a negative effect on Purchase Intention and Perceived Trust had a positive influence on Purchase Intention..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13757 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI., 2022 |
|---|---|
| Edisi | - |
| Subjek | Purchase intention Social commerce Live Streaming |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 115 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |