Analisis Perbandingan Faktor Niat Beli Konsumen Live Streaming Shopping antara E-Marketplace dan Social Commerce

Satriya, Anom Arie (2025) Analisis Perbandingan Faktor Niat Beli Konsumen Live Streaming Shopping antara E-Marketplace dan Social Commerce. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Popularitas live streaming shopping sebagai kanal penjualan daring terus meningkat seiring dengan preferensi konsumen terhadap pengalaman berbelanja yang interaktif di era digital. Dalam ekosistem e-commerce Indonesia, terdapat dua kekuatan utama yang berkompetisi dalam ceruk pasar live streaming shopping, yaitu e-marketplace Shopee dengan basis pengguna yang besar dan infrastruktur e-commerce yang kuat, dan social commerce TikTok Shop yang memanfaatkan ekosistem media sosialnya dan algoritma konten yang canggih. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi niat beli konsumen dalam saluran belanja live streaming, dengan fokus pada perbandingan antara Shopee Live dan TikTok Live. Penelitian menggunakan metode Partial Least Square - Structural Equation Modelling (PLS-SEM) untuk menguji model yang terdiri dari 13 variabel, 46 indikator, dan 17 hipotesis. Variabel yang diteliti meliputi Interactivity (IN), Subjective Norms (SN), System Quality (SQ), Enjoyment (ENJ), Product Variety (PVI), Price Awareness (PRA), Product Quality (PQ), Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Perceived Trust (PT), Perceived Attractiveness (PA), Perceived Value (PV), dan Purchase Intention (PI). Data dikumpulkan dari 130 pelanggan yang pernah menggunakan Shopee Live, TikTok Live, atau keduanya. Berdasarkan hasil diperoleh kesimpulan bahwa Shopee Live memiliki lebih banyak variabel yang diterima dibandingkan TikTok Live. Hal ini membuktikan bahwa faktor-faktor yang diteliti pada Shopee Live berpengaruh lebih baik dan signifikan terhadap niat beli konsumen. Di sisi lain, TikTok Live unggul dalam faktor Interactivity (IN) dan Product Variety (PVI), yang mana pengguna social commerce cenderung menekankan pada interaksi dengan live streamer.
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The popularity of live streaming shopping as an online sales channel continues to increase along with consumer preferences for interactive shopping experiences in the digital era. In the Indonesian e-commerce ecosystem, there are two main forces competing in the live streaming shopping niche, namely the e-marketplace Shopee with a large user base and strong e-commerce infrastructure, and the social commerce TikTok Shop which utilizes its social media ecosystem and sophisticated content algorithms. This study aims to analyze the factors that influence consumer purchase intentions in the live streaming shopping channel, focusing on the comparison between Shopee Live and TikTok Live. Study uses the Partial Least Square - Structural Equation Modeling (PLS-SEM) method to test a model consisting of 13 variables, 46 indicators, and 17 hypotheses. The variables studied include Interactivity (IN), Subjective Norms (SN), System Quality (SQ), Enjoyment (ENJ), Product Variety (PVI), Price Awareness (PRA), Product Quality (PQ), Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Perceived Trust (PT), Perceived Attractiveness (PA), Perceived Value (PV), and Purchase Intention (PI). Data were collected from 130 customers who had used Shopee Live, TikTok Live, or both. Based on the results, it was concluded that Shopee Live had more variables accepted than TikTok Live. This proves that the factors studied in Shopee Live have a better and more significant effect on consumer purchase intentions. On the other hand, TikTok Live excels in the Interactivity (IN) and Product Variety (PVI) factors, where social commerce users tend to emphasize interactions with live streamers.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Live Streaming Shopping, Faktor Niat Beli Konsumen, Keputusan Pembelian, Structural Equation Modeling, Partial Least Square Live Streaming Shopping, Consumer Purchase Intention Factors, Purchase Decision, Structural Equation Modeling, Partial Least Square
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User:	Anom Arie Satriya
Date Deposited:	05 Feb 2025 07:52
Last Modified:	06 Feb 2025 01:13
URI:	http://repository.its.ac.id/id/eprint/118378

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