Pengembangan Model Niat Pembelian dan Perilaku Customer terhadap Loyalitas dalam Menggunakan Live Streaming Commerce

Nuraisah, Siti (2024) Pengembangan Model Niat Pembelian dan Perilaku Customer terhadap Loyalitas dalam Menggunakan Live Streaming Commerce. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan teknologi dan perubahan gaya hidup memberikan dampak yang signifikan terhadap layanan teknologi informasi, terutama pada perkembangan bisnis perdagangan online. Konsumen dimudahkan dengan layanan jual beli dimanapun dan kapanpun. Dengan adanya perkembangan teknologi internet, perkembangan aplikasi online shopping secara bersamaan memberikan kontribusi, salah satunya dengan adanya layanan live streaming commerce. Tujuan penelitian ini adalah mengetahui faktor-faktor yang mempengaruhi niat pembelian dan perilaku pelanggan saat menggunakan fitur live streaming commerce pada platform e-commerce sehingga dapat meningkatkan loyalitas pelanggan. Penelitian menggunakan metode kualitatif fenomenologis untuk menganalisis persepsi pengguna berdasarkan pengalaman mereka menggunakan layanan live streaming commerce. Analisis data dilakukan menggunakan software Atlas.ti. Data yang diolah adalah pengalaman berbelanja melalui live streaming commerce pada yaitu Shopee oleh 10 informan terkait. Hasil penelitian merupakan implikasi bagi pelaku usaha yang menggunakan layanan live streaming commerce. Implikasi disusun berdasarkan temuan penelitian yang diperoleh berdasarkan pengalaman pengguna sehingga dapat memberikan wawasan mengenai faktor yang mempengaruhi masyarakat dalam niat pembelian serta meningkatkan loyalitas dalam menggunakan layanan live streaming commerce.
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Technological developments and changes in lifestyle have had a significant impact on information technology services, especially on the development of online trading businesses. Consumers are facilitated by buying and selling services anywhere and anytime. With the development of internet technology, the development of online shopping applications has simultaneously contributed, one of which is the existence of live streaming commerce services. The aim of this research is to determine the factors that influence purchasing intentions and customer behavior when using the live streaming commerce feature on e-commerce platforms so that it can increase customer loyalty. The research uses a phenomenological qualitative method to analyze user perceptions based on their experiences using live streaming commerce services. Data analysis was carried out using Atlas.ti software. The data processed is the shopping experience via live streaming commerce on Shopee by 10 related informants. The research results have implications for business actors who use live streaming commerce services. Implications are prepared based on research findings obtained based on user experience so that they can provide insight into the factors that influence people's purchasing intentions and increase loyalty in using live streaming commerce services

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Livestreaming Commerce, Perilaku Konsumen, Niat Membeli, Loyalty, Pendekatan Fenomenologis, Metode Kualitatif; Livestreaming Commerce, Consumer Behavior, Purchase Intention, Loyalty, Phenomenological Approach, Qualitative Method
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 59101-(S2) Master Thesis
Depositing User:	Siti Nuraisah
Date Deposited:	19 Feb 2024 07:46
Last Modified:	19 Feb 2024 07:46
URI:	http://repository.its.ac.id/id/eprint/107534

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