LIVE STREAMING INFLUENCER AND PRODUCT CONTENT AS DETERMINANTS OF PURCHASE INTEREST SHOPEE CONSUMERS IN TASIMALAYA CITY
DOI:
https://doi.org/10.52300/jmso.v5i3.18619Keywords:
Live Streaming Influencer, Content Of Product, Customer Buying InterestAbstract
Objective – The aim of this research was to determine the influence of Live Streaming Influencers and Product Content on Customer Buying Interest toward Shopee Consumers in Tasikmalaya City.
Design/Methodology/Approach – This quantitative research was aimed at an online survey of 127 respondents who used Shopee accounts for online shopping. Sample data was collected through purposive sampling and analyzed using Multiple Linear Regression via SPSS.
Findings – The research outcome show that Live Streaming Influencers have no effect on Customer Buying Interest. Meanwhile, Content of Product has a significant effect on Customer Buying Interest. Then Live Streaming Influencers and Content Of Product together have a significant influence on Customer Buying Interest.
Conclusion and Implications – The findings of this research indicate that Live Streaming carried out by Influencers did not necessarily a guarantee for attracting buyers who have certain intentions about the products they want. Then by diverse and interesting product content, consumers gain literacy according to their needs for product information.
Keywords: Live Streaming Influencer, Content Of Product, and Customer Buying Interest
Downloads
References
Agistiani R, Rahmadani A, Hutami AG, Kamil MT, Achmad NS, Rozak RWA, et al. (2023). Live-streaming TikTok: Strategi mahasiswa cerdas untuk meningkatkan pendapatan di era digitalisasi. Journal Manag Digit Bus. 3(1):1–19.
Anbiya, N. N., & Sofyan, A. (2020). Hubungan Antara Promosi Penjualan dengan Minat Beli Konsumen Dalam survey Blackbox, dalam sebuah lembaga survey yang berbasis di Negara Singapura ini bersama Toluna bertajuk Into The Light : Understanding What Has Changed for Consumers During Covid-19 . Journal Riset Manajemen Komunikasi, 130–137.
Asyraf, J. A., Melyanti, E. D., Turgarini, D., & Ningsih, C. (2022). Tren live streaming di platform e-commerce: seni berkomunikasi dalam memberi efek persuasif pada customer. Jurnal Inovasi Penelitian, 3(2), 4745–4750.
Clement Addo P, Fang J, Asare AO, Kulbo NB. (2021). Customer engagement and purchase intention in live-streaming digital marketing platforms. Serv Ind J [Internet]. 41(11–12):767–86. Available from: https://doi.org/10.1080/02642069.2021.1905798
Dirnaeni, D., Ardiansyah, I., & Indira, C. K. (2021). Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Melalui Fitur “Shopee” Live. 16(4), 46–52.
Fahimah M, Munfarida NF. (2023). Review Produk Dan Content Marketing Produk Frozen Food Di Aplikasi Tiktok. J Investasi. 9(1):1–7.
Hou F, Guan Z, Li B, Chong AYL. (2020). Factors influencing people’s continuous watching intention and consumption intention in live streaming: Evidence from China. Internet Res. 30(1):141–63.
Hu M, Chaudhry SS. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Res. 30(3):1019-41.
Huang, G. (2020). Platform Variation and Content Variation on Social Media: A Dual-Route Model of Cognitive and Experiential Effects. Journal of Promotion Management, 3(26), 396– 433.
Irawan, M. R. N. (2020). Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Minat Beli Konsumen Pada Pt. Satria Nusantara Jaya. Ekonika : Jurnal Ekonomi Universitas Kadiri, 5(2), 140. https://doi.org/10.30737/ekonika.v5i2.1097
Iryani N, Fauzan TR. (2023). Pemasaran Digital Melalui Fitur Live Pada Platform Marketplace Terhadap Pengembangan Bisnis Nahdah. 13(2):1–17.
Ita R., Lailatus S., Linda M. (2023). Pengaruh Live Sreaming Selling, Review Product, Dan Discount Terhadap Minat Beli Konsumen Pada E-Commerce “SHOPEE”. Jurnal Riset Entrepreneurshipe-ISSN: 2621-153Xhttp://journal.umg.ac.id/index.php/jre. 6 (2), 80-93. doi: 10.30587/jre.v6i2.5956
Kamanda S.V. (2023). Pengaruh Content Marketing Terhadap Minat Beli Produk Cimory Pada Sinar Mart. J Al-Amal. 2(1):1–7.
Lee CH., Chen CW. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Inf. 12(6):1-17.
Li Y, Peng Y. (2021). What Drives Gift-giving Intention in Live Streaming? The Perspectives of Emotional Attachment and Flow Experience. Int J Hum Comput Interact. 37(14):1317–29.
Lin Y, Yao D, Chen X. (2021). Happiness Begets Money: Emotion and Engagement in Live Streaming. J Mark Res. 58(3):417–38.
Luo X, Lim WM, Cheah JH, Lim XJ, Dwivedi YK. (2023). Live Streaming Commerce: A Review and Research Agenda. J Comput Inf Syst [Internet]. 00(00):1–24. Available from: https://doi.org/10.1080/08874417.2023.2290574
Nainggolan, N. P., & Heryenzus, H. (2018). Analisis Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Dalam Membeli Rumah Di Kota Batam. Jurnal Ilmiah Manajemen Dan Bisnis, 19(1), 41–54. https://doi.org/10.30596/jimb.v19i1.1772
Oktaviani D, Haliza N. (2023). Pengaruh Review Produk Dan Content Marketing Pada Aplikasi Tiktok Terhadap Keputusan Pembelian Generasi Z. Cakrawala Repos IMWI. 6(4):769–81.
Ritonga, N., & Sinaga, R. V. I. (2021). Semnastekmu 2021. Ekonomi, 2013, 181-188.
Ramadhayanti, A., Bina, U., Informatika, S., & Naskah, I. (2023). JURNAL. 7(1), 117–128.
Shandrya V.K. (2023). Pengaruh Content Marketing Terhadap Minat Beli Produk Cimory Pada SinarMart. Jurnal AL-AMAL. 2(1) P.66-72. E-ISSN: 2964-9900.
Suhatman, S., Sari, M. R., Nagara, P., & Nasfi, N. (2020). Pengaruh Atribut Produk dan Promosi Terhadap Minat Beli Konsumen Kota Pariaman di Toko Online “Shopee”. Jurnal Bisnis, Manajemen, Dan Ekonomi, 1(2), 26-41. https://doi.org/10.47747/jbme.v1i2.81
Suhyar, S. V., & Pratminingsih, S. A. (2023). Skintific Skincare Products Pengaruh Live Streaming dan Trust terhadap Impulsive Buying dalam Pembelian Produk Skincare Skintific. Management Studies and Entrepreneurship Journal, 4(2), 1427–1438.
Wongkitrungrueng A, Dehouche N, Assarut N. (2020). Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. J Mark Manag [Internet]. 36(5–6):488–518. Available from: https://doi.org/10.1080/0267257X.2020.1748895
Zhang M, Sun L, Qin F, Wang GA. (2020). E-service quality on live streaming platforms: swift guanxi perspective. J Serv Mark. 35(3):312–24.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Manajemen Sains dan Organisasi
This work is licensed under a Creative Commons Attribution 4.0 International License.
