Analisis Faktor Penggunaan Live Shopping pada Platform Social Commerce di Indonesia

Sukarsono, Assyifa Utami (2023) Analisis Faktor Penggunaan Live Shopping pada Platform Social Commerce di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penggunaan media sosial yang telah melekat pada kehidupan manusia turut melekatkan segala kegiatan manusia terhadapnya. Penggunaan media sosial menjadi sangat luas mulai dari pemenuhan kepuasan pribadi, hingga kegiatan profesional yang berkaitan dengan pekerjaan manusia. Salah satunya adalah transaksi jual-beli. Pada beberapa tahun belakang ini, telah banyak digunakan e-commerce sebagai platform yang memudahkan transaksi jual-beli dimana kegiatan tidak perlu dilakukan secara tatap muka langsung. Seiring perkembangan teknologi, terjadi difusi antara e-commerce dengan media sosial yang kerap digunakan oleh pelaku jual-beli yang dikenal sebagai social commerce (S-commerce). Platform ini digunakan secara maksimal dengan fiturnya yang menghadirkan Shoppertainment yang merupakan pengalaman baru bagi pembeli berupa berbelanja dengan hiburan melalui layanan Live Shopping. Hadirnya Live Shopping telah memberikan dampak yang besar bagi penjual maupun pembeli ataupun calon pembeli sebagai pengguna dan pengakses layanan tersebut. Penelitian ini dilakukan untuk menganalisis dan mengetahui penerimaan teknologi oleh pengguna layanan tersebut dari sisi pembeli dan calon pembeli menggunakan variable-variabel utama dalam model UTAUT-2 yang dimodifikasi dengan menambahkan beberapa variable dari model Theory Planned Behavior (TPB) dan Innovasion Diffusion Theory (IDT). Metode penelitian yang digunakan meliputi kuisioner dan pengujian Struktural Equation Modelling (SEM) untuk mengetahui kesesuaian dari hipotesis yang akan diujikan.Berdasarkan pendekatan survey, dari 240 responden, diketahui Performance expectancy (PE), Effort expectancy (EE), Hedonic motivation (HM), Social influence (SI), Price value (PV), Habit (HB), Trialability (TR) dan Attitude (AT) berpengaruh secara positif pada Behavioral intention, dengan variabel PE, SI, HM, PV yang mempengaruhi BI secara signifikan, dan EE, TR, HB, AT yang mempengaruhi BI secara signifikan. Sedangkan behavioral intention berpengaruh positif secara signifikan terhadap use behavior. Usia dan jenis kelamin tidak memiliki efek moderasi terhadap PE, FF, HM, SI, PV, HB, TR, dan AT dengan BI. Perbedaan jenis kelamin hanya memberikan efek moderasi terhadap AT dengan BI. Beberapa rekomendasi yang dapat meningkatkan penerimaan teknologi fitur Live Shopping pada aplikasi s-commerce ini adalah peningkatan kualitas pendukung dari penyedia platform dan penyesuaian konsep Live Shopping untuk para penjual yang menggunakan fitur tersebut.
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The use of social media which has been attached to human life and their activities to it. The use of social media is very broad ranging from the fulfillment of personal satisfaction to professional activities related to human work. One of them is buying and selling transactions. In recent years, e-commerce has been widely used as a platform that facilitates buying and selling transactions where activities do not need to be carried out face to face. As technology develops, there is a diffusion between e-commerce and social media which is often used by buying and selling actors known as social commerce (S-commerce). This platform is used optimally with its features which present Shoppertainment which is a new experience for buyers in the form of shopping with entertainment through Live Shopping services. The presence of Live Shopping has had a big impact on sellers and buyers or prospective buyers as users and accessors of these services. This research was conducted to analyze and determine the acceptance of technology by users of the service from the buyer and prospective buyer side using the main variables in the modified UTAUT-2 model by adding several variables from the Theory of Planned Behavior (TPB) and Innovation Diffusion Theory (IDT) models. The research method used includes questionnaires and Struktural Equation Modeling (SEM) testing to determine the suitability of the hypothesis to be tested. Based on the survey approach, from 240 respondents, it is resulted that Performance expectancy (PE), Effort expectancy (EE), Hedonic motivation (HM), Social influence (SI), Price value (PV), Habit (HB), Trialability (TR) and Attitude (AT) has a positive effect on Behavioral intention, with variables PE, SI, HM, PV which significantly affect BI, and EE, TR, HB, AT which affect BI significantly. Meanwhile, behavioral intention has a significant positive effect on use behavior. Age and gender did not have a moderating effect on PE, FF, HM, SI, PV, HB, TR, and AT with BI. Gender differences only provide a moderating effect on AT with BI. Some of the recommendations that can increase the acceptance of the Live Shopping feature technology in s-commerce applications are improving the quality of support from platform providers and adjusting the Live Shopping concept for sellers who use the feature.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Shoppertainment, Live Shopping, UTAUT2, Penerimaan Teknologi, Technology Acceptance
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HD Industries. Land use. Labor > HD45 Technological innovations H Social Sciences > HM Sociology > HM742 Online social networks. Q Science > QA Mathematics > QA278.3 Structural equation modeling.
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Assyifa Utami Sukarsono
Date Deposited:	06 Sep 2023 07:30
Last Modified:	06 Sep 2023 07:40
URI:	http://repository.its.ac.id/id/eprint/102129

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