Nugraha, Satria Adi (2024) Pengaruh IT Affordance terhadap Actual Purchase pada Live Streaming TikTok Shop: Keterlibatan Live Shopping Engagement, Trust, dan Flow Experience. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penggunaan teknologi live streaming telah melampaui fungsi marketing, menjadi platform untuk membangun interaksi yang lebih dalam antara penjual dan konsumen. Terutama di Indonesia, tren live streaming commerce terus berkembang pesat, dengan sektor e-commerce menyumbang 75,6% dari total Gross Merchandise Value (GMV) ekonomi digital pada tahun 2023. Keterjangkauan teknologi, keterlibatan live shopping engagement, kepercayaan, dan pengalaman aliran (flow experience) memainkan peran krusial dalam memfasilitasi transaksi dalam konteks live streaming commerce. Faktor-faktor ini memengaruhi keinginan konsumen untuk membeli dan akhirnya mendorong terjadinya pembelian aktual. Penelitian ini bertujuan untuk menyelidiki pengaruh faktor-faktor tersebut terhadap niat pembelian (purchase intention) dan pembelian aktual dalam konteks layanan live streaming commerce di Indonesia. Metode analisis data yang digunakan adalah SEM-PLS, dengan TikTok sebagai objek penelitian. TikTok, melalui platform TikTok Shop, telah menjadi salah satu pilihan utama untuk layanan live streaming commerce di Indonesia, dengan 6 juta pengguna sebagai penjual dan 7 juta pengguna sebagai afiliator. Hasil penelitian ini menunjukkan bahwa keterjangkauan visibility, metavoicing, dan guidance shopping dapat mempengaruhi purchase intention yang pada akhirnya mempengaruhi pembelian aktual oleh pelanggan melalui trust in seller, trust in platform, dan immersion. Penelitian ini tidak hanya memberikan wawasan yang berharga bagi praktisi dan penjual di bidang live streaming commerce, tetapi juga memberikan landasan bagi pengembangan platform teknologi yang sesuai dengan kebutuhan pasar.
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The use of live streaming technology has transcended its marketing function, evolving into a platform for fostering deeper interactions between sellers and consumers. Particularly in Indonesia, the trend of live streaming commerce continues to rapidly expand, with the e-commerce sector contributing 75.6% of the total Gross Merchandise Value (GMV) of the digital economy in 2023. The accessibility of technology, engagement through live shopping, trust, and the flow experience play crucial roles in facilitating transactions within the context of live streaming commerce. These factors influence consumer desire to make purchases and ultimately drive actual purchases. This research aims to investigate the influence of these factors on purchase intention and actual purchases within the context of live streaming commerce services in Indonesia. The data analysis method employed is SEM-PLS, with TikTok as the research subject. TikTok, through its TikTok Shop platform, has become one of the primary choices for live streaming commerce services in Indonesia, with 6 million users as sellers and 7 million users as affiliates. The results of this study show that visibility affordance, metavoicing affordance, and guidance shopping affordance can affect purchase intention which in turn affects actual purchases by customers through trust in seller, trust in platform, and immersion. This research not only provides valuable insights for practitioners and sellers in the field of live streaming commerce, but also provides a foundation for the development of technology platforms that meet market needs.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | ketersediaan IT, live steaming commerce, pembelian aktual, SEM-PLS, actual purchase, IT affordance, |
| Subjects: | H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Satria Adi Nugraha |
| Date Deposited: | 10 Sep 2024 08:32 |
| Last Modified: | 10 Sep 2024 08:32 |
| URI: | http://repository.its.ac.id/id/eprint/113323 |
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