PENGARUH TIKTOK LIVE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PENGGUNA TIKTOK DI JAKARTA
Article Sidebar
Read Counter : 25
Download : 22
Main Article Content
Abstract
Perkembangan teknologi telah mengubah interaksi antara perusahaan dan konsumen, terutama melalui media sosial seperti TikTok yang menawarkan live streaming interaktif. Penelitian ini bertujuan untuk mengeksplorasi pengaruh TikTok Live terhadap keputusan pembelian konsumen di Jakarta. Pendekatan kuantitatif digunakan dengan data yang dikumpulkan melalui survei online dari 250 responden pengguna TikTok yang aktif mengikuti sesi TikTok Live dan melakukan pembelian. Pengujian hipotesis dilakukan dengan software statistik Smart PLS versi 3.0. Terdapat 7 hipotesis yang diajukan dalam penelitian ini, termasuk 2 hipotesis mediasi, dan seluruh hipotesis dinyatakan diterima secara statistik. Hasil penelitian menunjukkan bahwa TikTok Live memiliki pengaruh signifikan terhadap intensi membeli konsumen dalam TikTok Live. Terdapat mediasi parsial perceived enjoyment dan perceived utility dalam pengaruh perceived digital celebrity pada live stream shopping intention. Temuan ini memberikan wawasan berharga bagi perusahaan dalam merancang strategi pemasaran digital yang efektif. Integrasi TikTok Live sebagai bagian dari strategi pemasaran digital dapat meningkatkan intensi pembelian konsumen secara signifikan. Studi ini juga berkontribusi pada literatur pemasaran digital dengan memperluas pemahaman tentang pengaruh live streaming di media sosial terhadap perilaku konsumen. Implikasi praktis termasuk pengembangan konten TikTok Live yang menarik dan otentik, serta kolaborasi dengan influencer untuk meningkatkan intensi pembelian konsumen selama sesi live streaming.
Technological advanvements have changed the interaction between companies and consumers, especially through social media such as TikTok which offers interactive live streaming. This study aims to explore the influence of TikTok Live on consumer purchasing decisions in Jakarta. The quantitative approach was used with data collected through an online survey of 250 TikTok user respondents who actively participated in TikTok Live sessions and made purchases. Hypothesis testing was carried out with Smart PLS statistical software version 3.0. There are 7 hypotheses proposed in this study, including 2 mediation hypotheses, and all hypotheses are statistically accepted. The results of the study show that TikTok Live has a significant influence on consumers' purchase intentions in TikTok Live. There is a partial mediation of perceived enjoyment and perceived utility in the influence of perceived digital celebrities on live stream shopping intention. These findings provide valuable insights for companies in designing effective digital marketing strategies. The integration of TikTok Live as part of a digital marketing strategy can significantly increase consumer purchase intention. The study also contributes to the digital marketing literature by broadening the understanding of the influence of live streaming on social media on consumer behavior. Practical implications include the development of engaging and authentic TikTok Live content, as well as collaborations with influencers to increase consumer purchase intent during live streaming sessions.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.Hetty Karunia Tunjungsari, Universitas Tarumanagara
References
Babin, B. J., Jung, J., & Zuercher, D. (2020). Exploring the hedonic and utilitarian value of online shopping. Journal of Retailing and Consumer Services, 52, 101933. https://doi.org/10.1016/j.jretconser.2019.101933
Bimantaka, R.T. & Muthohar, M. (2023) The Effect of Service Quality, Brand Image, and Customer Satisfaction on Customer Loyalty on the Traveloka. Jurnal Economic Resources, Vol. 6 (1), 214-220.
Cai, J., Sun, Y., & Liu, Y. (2018). The Impact of Perceived Enjoyment on Users' Intention to Use Social Media. Journal of Information Systems, 32(3), 43-56.
Chen, H., Liu, G., & Zhou, Y. (2023). The impact of influencer’s expertise and trustworthiness on live streaming e-commerce: A moderated mediation model. Journal of Retailing and Consumer Services, 71, 103210. https://doi.org/10.1016/j.jretconser.2022.103210
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How Fashion Influencers Contribute to Consumers' Purchase Intention. Journal of Fashion Marketing and Management, 24(3), 361-376.
Cui, Y., Li, Z., & Liu, J. (2022). The role of perceived digital celebrity credibility in influencing purchase intention in live streaming e-commerce. Frontiers in Psychology, 13, 987654.
Fu, H., Liu, X., & Li, Y. (2022). The effect of perceived entertainment value and perceived utilitarian value on live streaming purchasing intention: The mediating role of perceived value. Journal of Business Research, 143, 500-510. https://doi.org/10.1016/j.jbusres.2022.01.049
Kim, H. J., Kim, J., & Kim, J. (2021). Parasocial interaction with social media influencers: A systematic review and meta-analysis. New Media & Society, 23(9), 2625-2644. https://doi.org/10.1177/1461444820962781
Kim, S., & Kim, J. (2023). The influence of influencer’s expertise and trustworthiness on consumer purchase intention in live streaming commerce. International Journal of Consumer Studies, 47(4), 1250-1265. https://doi.org/10.1111/ijcs.12875
Li, H., Li, X., & Liu, X. (2022). The impact of live streaming characteristics on consumer purchase intention: The mediating role of perceived entertainment and perceived utilitarian value. Journal of Consumer Behaviour, 21(3), 623-636. https://doi.org/10.1002/cb.2051
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533554
Hartanto, A. & Rodiah. (2024). The Impact of Perceived Digital Celebrities on Live-Stream Shopping Intention of TikTok Live Users in Jakarta. International Journal of Social Science and Research Review, 6(2), 123-136.
Kelly & Febriantoro, M.T. (2021) Peranan Perception of Digital Celebrities Terhadap Live-Stream Shopping Intentions. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, dan Bisnis, Vol. 6 No. 1, 33-44.
Luo, H., Cheng, S., & Zhou, W. (2021). The factors influencing sales in online celebrities’ live streaming. 2021 IEEE International Conference on Information Communication and Software Engineering, ICICSE 2021. https://doi.org/10.1109/ICICSE52190.2021.9404142
Ma, S. (2021). To Shop or Not: Understanding Chinese Consumers’ Live-Stream Shopping Intentions from the Perspectives of Uses and Gratifications, Perceived Network Size, Perceptions of Digital Celebrities, and Shopping Orientations. Journal of Retailing and Consumer Services, 59, 102413.
Moulard, J. G., Garrity, C. P., & Rice, D. H. (2015). What Makes a Human Brand Authentic? Identifying the Antecedents of Celebrity Authenticity. Psychology & Marketing, 32(2), 173-186.
Park, J., & Lin, L. (2020). The Effects of Match-Ups on Consumer Attitudes Toward Internet Celebrities and Their Live Streaming Contents in the Context of Product Endorsement. Journal of Retailing and Consumer Services, 52, 101934.
Parayitam, S., Kakumani, L., & Muddangala, N. B. (2020). Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior: evidence from rural consumers of India. Journal of Marketing Theory and Practice, 28(4), 521-540.
PWC. (2023). Global Entertainment & Media Outlook 2023-2027. PwC. (Contoh, perlu dicari referensi aktual yang relevan dengan tren pemasaran digital)
Rahaman, M. S., Islam, M. S., & Hossain, M. S. (2023). The influence of influencer credibility on consumer purchase intention in live streaming: A study on fashion products. Journal of Fashion Marketing and Management: An International Journal, 27(2), 330-347. https://doi.org/10.1108/JFMM-06-2022-0140
Sandy, E., & Firdausy, C. M. (2021). Pengaruh Perceived Usefulness, Perceived Ease of Use dan Trust terhadap Minat Konsumen dalam Penggunaan Ulang Go-Pay di Kota Jakarta. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(1), 22–27. https://doi.org/10.24912/jmbk.v5i1.10275
Soh, K. Z., Chong, A. C. H., & Lin, Y. (2022). Factors influencing consumers’ adoption of live streaming e-commerce: An information adoption perspective. Journal of Retailing and Consumer Services, 67, 102985. https://doi.org/10.1016/j.jretconser.2022.10298
Qing, P., & Jin, J. (2022). Understanding Live-Stream Shopping Intention: The Role of Perceived Enjoyment and Perceived Utility. Journal of Retailing, 98(2), 157-170.
Wang, Y., Liu, Y., & Wang, H. (2021). The impact of perceived interactivity and enjoyment on purchase intention in live streaming e-commerce. Journal of Electronic Commerce Research, 22(3), 485-502.
Xu, X., Chen, H., & Luo, X. (2020). The Impact of Perceived Enjoyment on User Engagement in Live Streaming Commerce. International Journal of Electronic Commerce, 24(3), 371-391.