Putri, Hosiana Arga (2024) Pengembangan Model Analisis pada Live Streaming Commerce untuk Rekomendasi Peningkatan Purchase dan Response Intention Menggunakan Partial Least Squares-Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Live Streaming Commerce (LSC) merupakan fenomena baru dalam online shopping yang menggabungkan interaksi sosial dan transaksi real-time, menawarkan pengalaman belanja yang lebih interaktif dibandingkan dengan e-commerce dan social commerce konvensional. Pandemi COVID-19 mempercepat adopsi LSC secara global, dan di Indonesia, LSC berkembang pesat dengan melalui platform e-commerce dan media sosial sebagai pilihan utama. Permasalahan: Meskipun potensi LSC besar, hanya sekitar 36,5% viewer yang melakukan pembelian selama sesi live streaming, menunjukkan kesenjangan antara minat awal dan tindakan pembelian. Penyampaian informasi yang tidak efektif dan kelimpahan informasi sering kali membuat viewer kewalahan atau kehilangan minat, menghambat proses persuasi dan keputusan pembelian. Selain itu, kredibilitas streamer, karakteristik pribadi viewer seperti tingkat kesadaran diri (mindfulness), serta latar belakang sosiodemografis seperti usia, jenis kelamin, frekuensi menonton, dan status subscription juga mempengaruhi efektivitas dan respons terhadap informasi persuasif. Tujuan: Penelitian ini bertujuan mengembangkan model analisis pemrosesan informasi persuasif dalam LSC dengan mempertimbangkan kredibilitas streamer dan tingkat mindfulness viewer, serta faktor sosiodemografis seperti usia, jenis kelamin, frekuensi menonton, dan status subscription. Tujuannya adalah meningkatkan efektivitas komunikasi dan persuasi untuk meningkatkan purchase dan response intention sesuai dengan segmentasi sosiodemografis.
Data dan Metode: Data dikumpulkan melalui kuesioner online kepada 372 responden berusia 18-45 tahun yang pernah menonton atau melakukan pembelian dalam dalam LSC terbesar di Indonesia setidaknya sekali dalam sebulan terakhir. Analisis dilakukan menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan kerangka kerja Elaboration Likelihood Model (ELM).
Hasil: Hasil penelitian menunjukkan bahwa kredibilitas streamer memiliki pengaruh signifikan terhadap perceived persuasiveness. Mindfulness viewer memoderasi efek ini, meskipun pengaruhnya bervariasi antara Model 1 (tanpa variabel kontrol) dan Model 2 (dengan variabel kontrol). Mindfulness hanya terbukti signifikan dalam memoderasi perceived persuasiveness dan response intention pada Model 1. Model 2, yang melibatkan variabel kontrol, menunjukkan peningkatan dalam nilai R² (explanatory power) untuk variabel endogen purchase intention dan response intention dibandingkan Model 1. Hal ini mengisyaratkan bahwa Model 2 dapat menjelaskan variasi data dengan lebih baik karena mempertimbangkan faktor-faktor sosiodemografis di luar variabel utama.
Nilai tambah/Manfaat: Penelitian ini memberikan rekomendasi praktis kepada brand, streamer, ataupun perusahaan LSC untuk memaksimalkan faktor yang signifikan dan melakukan improvisasi pada faktor yang tidak signifikan dalam mempengaruhi purchase intention dan response intention. Hasil ini diharapkan dapat membantu meningkatkan efektivitas komunikasi persuasif dalam LSC dan mengoptimalkan strategi berdasarkan segmentasi sosiodemografis.
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Context: Live Streaming Commerce (LSC) is a new phenomenon in online shopping that combines social interaction and real-time transactions, offering a more interactive shopping experience compared to conventional e-commerce and social commerce. The COVID-19 pandemic accelerated the adoption of LSC globally, and in Indonesia, LSC has rapidly grown through e-commerce platforms and social media as the primary choices.
Problem: Despite the significant potential of LSC, only about 36.5% of viewers make purchases during live streaming sessions, indicating a gap between initial interest and purchase action. Ineffective information delivery and information overload often leave viewers feeling overwhelmed or losing interest, hindering the persuasion process and purchase decisions. Additionally, the credibility of the streamer, personal characteristics of the viewer such as mindfulness, and sociodemographic backgrounds like age, gender, viewing frequency, and subscription status also affect the effectiveness and response to persuasive information.
Objective: This study aims to develop an analytical model for persuasive information processing in LSC by considering the credibility of the streamer and the mindfulness level of the viewer, as well as sociodemographic factors like age, gender, viewing frequency, and subscription status. The goal is to enhance the effectiveness of communication and persuasion to increase purchase and response intention according to sociodemographic segmentation.
Data and Method: Data were collected through an online questionnaire from 372 respondents aged 18-45 who had watched or made purchases in major LSC platforms in Indonesia at least once in the past month. The analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the Elaboration Likelihood Model (ELM) framework.
Result: The study found that streamer credibility significantly affects perceived persuasiveness. Viewer mindfulness moderates this effect, although its influence varies between Model 1 (without control variables) and Model 2 (with control variables). Mindfulness was only significant in moderating perceived persuasiveness and response intention in Model 1. Model 2, which includes control variables, shows an increase in R² value (explanatory power) for the endogenous variables purchase intention and response intention compared to Model 1. This suggests that Model 2 can better explain data variations by considering sociodemographic factors beyond the main variables.
Added Value/Benefit: This research provides practical recommendations for brands, streamers, and LSC companies to maximize significant factors and improve on non-significant factors affecting purchase intention and response intention. The findings are expected to help enhance persuasive communication effectiveness in LSC and optimize strategies based on sociodemographic segmentation.
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