Pengaruh Motivasi Dan Kepercayaan Pengguna Terhadap Niat Beli Dalam Live Shopping

Mutmainah, Anisah (2026) Pengaruh Motivasi Dan Kepercayaan Pengguna Terhadap Niat Beli Dalam Live Shopping. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan pesat live shopping di Indonesia menciptakan ekosistem belanja yang memadukan hiburan dan transaksi secara simultan, namun pemahaman tentang faktor-faktor psikologis yang mendorong niat beli konsumen dalam format ini masih terbatas. Penelitian ini bertujuan untuk merancang model perilaku konsumen live shopping yang mengintegrasikan motivasi hedonis dan kepercayaan pengguna, serta mengidentifikasi rancangan strategis untuk meningkatkan niat beli konsumen. Penelitian menggunakan pendekatan kuantitatif dengan metode explanatory survey terhadap 288 pengguna aktif Shopee Live dan TikTok Shop di Indonesia. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS SEM) melalui perangkat lunak SmartPLS 4,dengan integrasi tiga kerangka teoretis Hedonic Motivation System Acceptance Model (HMSAM), Trust Transfer Theory (TTT), dan Theory of Planned Behavior (TPB). Analisis Importance Performance Map Analysis (IPMA) digunakan untuk menghasilkan rekomendasi strategis berbasis data. Hasil pengujian menunjukkan bahwa tujuh dari sembilan hipotesis terdukung secara statistik. Joy terbukti sebagai prediktor terkuat sikap konsumen (β = 0,441), diikuti Control (β = 0,270) dan Perceived Usefulness (β = 0,177), sementara Curiosity tidak terbukti signifikan. Trust in Seller (β = 0,260) dan Trust in Platform (β = 0,212) terbukti berpengaruh terhadap norma subjektif melalui mekanisme transfer kepercayaan, sedangkan Trust in Host tidak terdukung. Sikap konsumen terbukti sebagai prediktor dominan niat beli (β = 0,486). Hasil IPMA memetakan kesembilan variabel ke dalam empat kuadran strategis, di mana Joy dan Attitude Toward Buying teridentifikasi sebagai prioritas utama perbaikan (Kuadran II), sementara Subjective Norm dipertahankan kinerjanya (Kuadran I). Adapun dimensi kepercayaan dan Curiosity menempati prioritas rendah (Kuadran III), serta Control dan Perceived Usefulness berada pada zona kinerja berlebih (Kuadran IV). Penelitian ini berkontribusi pada pengembangan model integratif HMSAM-TTT-TPB dalam konteks live shopping Indonesia dan merekomendasikan panduan strategis yang sinergis: platform disarankan mengalihkan R&D menuju inovasi gamifikasi dan mempertahankan integrasi sosial; host diwajibkan bertransisi ke storytelling interaktif; dan penjual diarahkan untuk menerapkan standar transparansi ekstrem tanpa distorsi visual.
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The rapid growth of live shopping in Indonesia has created a shopping ecosystem that simultaneously combines entertainment and transactions, yet the psychological factors driving consumer purchase intention in this format remain underexplored. This study aims to develop a consumer behavior model for live shopping that integrates hedonic motivation and user trust, as well as to identify strategic recommendations for enhancing consumer purchase intention. quantitative approach with explanatory survey method was employed, collecting data from 288 active users of Shopee Live and TikTok Shop in Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4, integrating three theoretical frameworks the Hedonic Motivation System Acceptance Model (HMSAM),Trust Transfer Theory (TTT), and Theory of Planned Behavior (TPB). Importance-Performance Map Analysis (IPMA) was applied to generate data-driven strategic recommendations. Results indicate that seven of nine hypotheses were statistically supported. Joy emerged as the strongest predictor of Attitude toward buying (β = 0.441), followed by Control (β = 0.270) and Perceived Usefulness (β = 0.177), while Curiosity was not significant. Trust in Seller (β = 0.260) and Trust in Platform (β = 0.212) significantly influenced subjective norm through trust transfer mechanisms, while Trust in Host was not supported. Attitude toward buying proved to be the dominant predictor of purchase intention (β = 0.486). The IPMA results map the nine variables into four strategic quadrants, where Joy and Attitude Toward Buying were identified as top priorities for improvement (Quadrant II), while Subjective Norm maintained its performance (Quadrant I). Meanwhile, the Trust and Curiosity dimensions are low priorities (Quadrant III), and Control and Perceived Usefulness fall into the overperformance zone (Quadrant IV). This study contributes to the development of an integrative HMSAM-TTT-TPB model in the context of live shopping in Indonesia and recommends synergistic strategic guidelines: platforms are advised to shift R&D toward gamification innovations and maintain social integration; hosts are required to transition to interactive storytelling; and sellers are directed to implement extreme transparency standards without visual distortions.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Hedonic Motivation System Acceptance Model, Live Shopping, Niat Beli, Theory of Planned Behavior, Trust Transfer Theory =========================================================== Hedonic Motivation System Acceptance Model, Live Shopping, Purchase Intention, Theory of Planned Behavior, Trust Transfer Theory
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems T Technology > T Technology (General) > T59.7 Human-machine systems.
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 59101-(S2) Master Thesis
Depositing User:	Anisah Mutmainah
Date Deposited:	30 Jul 2026 03:03
Last Modified:	30 Jul 2026 03:03
URI:	http://repository.its.ac.id/id/eprint/139969

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