Pramesta, Noverita Rizki (2024) Pengembangan Model Analisis Pengaruh Content, Anchor, dan Audience pada Live Streaming E-Commerce untuk Rekomendasi Peningkatan Impulsive Buying Behavior Menggunakan Partial Least Square – Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Latar Belakang/Konteks: Live streaming telah menjadi fenomena yang berkembang pesat di
berbagai platform e-commerce di Indonesia karena banyaknya kelebihan dan kemudahan yang
ditawarkan. Live streaming menawarkan pengalaman berbelanja yang menarik serta interaktif.
Beberapa platform e-commerce di Indonesia yang memanfaatkan fitur live streaming dalam
mempromosikan dan menjual produknya terbukti mampu meningkatkan transaksi pada saat
sesi tersebut berlangsung.
Permasalahan: Meskipun live streaming e-commerce berkembang pesat di Indonesia dan
menunjang performa bisnis, masih terdapat kekurangan dalam pemanfaatannya, terutama pada
interaksi real-time antara audience dan produk. Aspek ini penting untuk menstimulasi
Impulsive Buying Behavior yang sering diabaikan. Oleh karena itu, perlu dilakukan analisis
pada dimensi yang berhubungan dengan interaksi antara audience dan produk, yaitu content,
anchor, dan audience untuk menstimulasi Impulsive Buying Behvaior. Selain itu, pengaruh
Social Presence dari audience dalam live streaming terhadap Impulsive Buying Behavior juga
belum banyak diteliti, padahal aspek ini dapat memengaruhi Impulsive Buying Behavior
melalui mekanisme emosional.
Tujuan: Tujuan Penelitian Tugas Akhir ini adalah untuk mengembangkan model analisis
pengaruh content, anchor, serta audience pada live streaming e-commerce dalam memengaruhi
Impulsive Buying Behavior dengan menambahkan variabel tambahan berupa Social Presence
dan memberikan rekomendasi bagi para pelaku usaha live streaming e-commerce dalam
membuat strategi untuk menstimulasi Impulsive Buying Behavior saat live streaming
berlangsung.
Data dan Metode: Metode penelitian ini menggunakan Partial Least Square-Structural
Equation Modeling. Pengambilan data dilakukan dengan menyebarkan kuesioner online kepada
responden yang pernah menonton live streaming dan melakukan pembelian produk pada sesi
tersebut minimal tiga kali, berdomisili di Indonesia, dan berusia minimal 18 tahun. Model
penelitian mengacu pada penelitian (Lo, et al., 2022) dan (Li, et al., 2022) yang menggunakan
faktor content live streaming, anchor, dan audience untuk mengetahui dampaknya terhadap
Impulsive Buying Behavior.
Hasil: Hasil dari Penelitian Tugas Akhir ini menunjukkan bahwa Impulsive Buying Urge
berpengaruh secara positif dan signifikan terhadap Impulsive Buying Behavior. Variabel
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Affective Reactions berpengaruh secara positif dan signifikan terhadap Impulsive Buying Urge.
Selain itu, variabel Cognitive Reactions, Parasocial Interaction, Social Contagion, dan Social
Presence berpengaruh secara positif dan signifikan terhadap Affective Reactions. Terakhir,
variabel Price Perception berpengaruh secara positif dan signifikan terhadap Cognitive
Reactions.
Nilai Tambah/Manfaat: Penelitian ini memperkaya literatur pemasaran digital dan perilaku
konsumen dengan mengembangkan model analisis yang menambahkan variabel Social
Presence dalam live streaming e-commerce. Model ini memberikan wawasan teoretis tentang
pengaruh content, anchor, dan audience terhadap Impulsive Buying Behavior. Secara praktis,
penelitian ini menawarkan pedoman bagi pelaku bisnis e-commerce di Indonesia untuk
merancang strategi pemasaran yang efektif, meningkatkan interaksi audience, dan
mengoptimalkan pengalaman pengguna selama live streaming guna meningkatkan penjualan
dan kepuasan pelanggan.
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Background/Context: Live streaming has become a fast-growing phenomenon in various e�commerce platforms in Indonesia due to the many advantages and conveniences it offers. Live
streaming offers an engaging and interactive shopping experience. Several e-commerce
platforms in Indonesia that utilize the live streaming feature in promoting and selling their
products have proven to be able to increase transactions during the session.
Problems: Although e-commerce live streaming is growing rapidly in Indonesia and supporting
business performance, there are still shortcomings in its utilization, especially in real-time
interaction between the audience and the product. This aspect is important to stimulate
Impulsive Buying Behavior which is often overlooked. Therefore, it is necessary to analyze the
dimensions related to the interaction between audience and product, namely content, anchor,
and audience to stimulate Impulsive Buying Behavior. In addition, the influence of Social
Presence of the audience in live streaming on Impulsive Buying Behavior has also not been
widely studied, even though this aspect can affect Impulsive Buying Behavior through
emotional mechanisms.
Objective: The purpose of this Final Project Research is to develop an analysis model of the
influence of content, anchor, and audience of e-commerce live streaming in influencing
Impulsive Buying Behavior by adding additional variables in the form of Social Presence and
providing recommendations for e-commerce live streaming businesses in making strategies to
stimulate Impulsive Buying Behavior during live streaming.
Data and Methods: This research method uses Partial Least Square-Structural Equation
Modeling. Data collection was carried out by distributing online questionnaires to respondents
who have watched live streaming and made product purchases in the session at least three times,
live in Indonesia, and are at least 18 years old. The research model refers to research (Lo, et al.,
2022) and (Li, et al., 2022) which use live streaming content, anchor, and audience factors to
determine their impact on Impulsive Buying Behavior.
Results: The results of this Final Project Research show that Impulsive Buying Urge has a
positive and significant effect on Impulsive Buying Behavior. Affective Reactions variable has
a positive and significant effect on Impulsive Buying Urge. In addition, the variables Cognitive
Reactions, Parasocial Interaction, Social Contagion, and Social Presence have a positive and
significant effect on Affective Reactions. Finally, the Price Perception variable has a positive
and significant effect on Cognitive Reactions.
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Added Value/Benefits: This research enriches the digital marketing and consumer behavior
literature by developing an analytical model that adds the Social Presence variable in e�commerce live streaming. This model provides theoretical insights into the influence of content,
anchor, and audience on Impulsive Buying Behavior. Practically, this research offers guidelines
for e-commerce businesses in Indonesia to design effective marketing strategies, increase
audience interaction, and optimize user experience during live streaming to increase sales and
customer satisfaction.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Live Streaming, E-Commerce, Impulsive Buying, PLS-SEM, Live Streaming, E-Commerce, Impulsive Buying, PLS-SEM |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. |
| Divisions: | Faculty of Information Technology > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Noverita Rizki Pramesta |
| Date Deposited: | 31 Jul 2024 08:24 |
| Last Modified: | 31 Jul 2024 08:24 |
| URI: | http://repository.its.ac.id/id/eprint/110261 |
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