Analisis Hubungan Faktor Yang Memengaruhi Niat Beli Pelanggan Pada Live Streaming E-Commerce Dengan Mediator Emotional Pleasure Menggunakan Partial Least Square - Structural Equation Modelling

Shabira, Rinda Faiz (2024) Analisis Hubungan Faktor Yang Memengaruhi Niat Beli Pelanggan Pada Live Streaming E-Commerce Dengan Mediator Emotional Pleasure Menggunakan Partial Least Square - Structural Equation Modelling. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Abstrak
Konteks: Dalam era digital yang terus berkembang, kemajuan teknologi dan penggunaan internet telah membawa dampak besar pada berbagai aspek kehidupan manusia. Di Indonesia, minat masyarakat terhadap berbelanja semakin meningkat seiring dengan lonjakan pengguna e-commerce. Salah satu strategi pemasaran yang menarik perhatian adalah pemanfaatan fitur live streaming. Live streaming shopping menjadi tren dalam platform pembelanjaan online, dengan kemampuan untuk dapat langsung berinteraksi dan memungkinkan untuk membeli produk langsung selama sesi live streaming. Daya tarik live streaming terletak pada keunggulannya memberikan konsumen pengalaman yang lebih interaktif, konsumen dapat memahami produk melalui penjelasan yang diberikan secara langsung, demo produk, dan memberi akses yang lebih baik tidak hanya berdasarkan teks dan gambar.
Permasalahan: Meskipun perkembangan teknologi, e-commerce, dan live streaming telah membuka peluang baru dalam dunia bisnis, penggunaannya masih belum optimal untuk dapat mendorong niat beli pelanggan. Terutama peran emotional pleasure dan flow experience yang masih belum banyak diteliti di Indonesia. Padahal, keduanya memiliki peran krusial dalam membentuk pengalaman pengguna yang positif terutama dalam penggunaan live streaming e-commerce, di mana interaksi langsung antara penjual dan konsumen dapat menciptakan pengalaman yang unik.
Tujuan: Penelitian ini bertujuan untuk mengembangkan model pengaruh perceived value dari nilai hedonik dan utilitarian, emotional pleasure, flow experience serta mengidentifikasi pengaruh variabel tambahan, yaitu social presence dengan mengevaluasi pengaruhnya terhadap emosi positif yang dirasakan dan niat beli pelanggan. Penelitian ini juga memberikan rekomendasi kepada pelaku usaha, khususnya manajer pemasaran, terkait faktor-faktor yang memengaruhi niat pembelian konsumen melalui live streaming e-commerce untuk membantu pelaku usaha meningkatkan niat beli pelanggan melalui strategi pemasaran yang lebih efektif .
Metode: Metode yang digunakan dalam penelitian ini yaitu dengan metode kuantitatif dan menggunakan Partial Least Square-Structural Equation Modelling untuk menguji hipotesis. Pengumpulan data dilakukan melalui survei dengan menyebarkan kuesioner kepada pelanggan minimal berusia 18 tahun yang telah menonton atau melakukan pembelian setidaknya satu kali melalui live streaming e-commerce.
Hasil: Hasil penelitian menunjukkan bahwa nilai hedonik berpengaruh secara signifikan pada niat beli pelanggan. Selain itu, baik hedonic value, utilitarian value, dan social presence berpengaruh positif dan signifikan terhadap emotional pleasure yang mengarahkan pada peningkatan purchase intention. Hubungan antara hedonic value dan flow experience juga meningkatkan emotional pleasure. Dapat disimpulkan bahwa emotional pleasure merupakan mediator antara hedonic value, utilitarian value, dan sosial presence dengan purchase intention. Selain itu, flow experience memiliki peran moderasi yang signifikan, memperkuat hubungan antara hedonic value dengan emotional pleasure.
Nilai tambah: Penelitian diharapkan dapat memberikan menjadi referensi teoritis dan pengembangan ilmu pengetahuan bagi para pelaku usaha khususnya manajer pemasaran dalam meningkatkan kualitas layanan berdasarkan faktor-faktor yang memengaruhi niat beli pelanggan dalam belanja live streaming. Penjual dapat mengembangkan strategi berdasarkan rekomendasi dari analisis hasil penelitian Tugas Akhir.
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Abstract
Context: In the ever-evolving digital era, technological advancements and the use of the internet have brought a huge impact on various aspects of human life. In Indonesia, people's interest in shopping is increasing along with the surge in e-commerce users. One marketing strategy that attracts attention is the utilization of live streaming features. Live streaming shopping is becoming a trend in online shopping platforms, with the ability to directly interact and the possibility to purchase products directly during the live streaming session. The appeal of live streaming lies in its advantage of giving consumers a more interactive experience, consumers can understand the product through live explanations, product demos, and giving them better access not only based on text and images.
Problems: Although technological developments, e-commerce, and live streaming have opened up new opportunities in the business world, their use is still not optimal to encourage customer purchase intentions. Especially the role of emotional pleasure and flow experience which is still not widely researched in Indonesia. In fact, both have a crucial role in shaping a positive user experience, especially in the use of e-commerce live streaming, where direct interaction between sellers and consumers can create a unique experience.
Purpose: This study aims to develop a model of the influence of perceived value from hedonic and utilitarian values, emotional pleasure, flow experience and identify the influence of additional variables, namely social presence by evaluating its effect on perceived positive emotions and customer purchase intentions. This research also provides recommendations to businesses, especially marketing managers, regarding the factors that influence consumer purchase intentions through e-commerce live streaming to help businesses increase customer purchase intentions through more effective marketing strategies.
Methods: The method used in this research is quantitative method and uses Partial Least Square-Structural Equation Modeling to test the hypothesis. Data collection is done through a survey by distributing questionnaires to customers at least 18 years old who have watched or made a purchase at least once through e-commerce live streaming.
Results: The results show that hedonic value has a significant effect on customer purchase intention. In addition, both hedonic value, utilitarian value, and social presence have a positive and significant effect on emotional pleasure, which leads to an increase in purchase intention. The relationship between hedonic value and flow experience also increases emotional pleasure. It can be concluded that emotional pleasure is a mediator between hedonic value, utilitarian value, and social presence with purchase intention. In addition, flow experience has a significant moderating role, strengthening the relationship between hedonic value and emotional pleasure.
Added Value: The research is expected to provide a theoretical reference and development of knowledge for business people, especially marketing managers in improving service quality based on factors that influence customer purchase intention in live streaming shopping. Sellers can develop strategies based on recommendations from analyzing the results of the Final Project research.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kata kunci: E-commerce, Emotional Pleasure, Live streaming, Partial Least Square- Structural Equation Modeling, Purchase Intention
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Rinda Faiz Shabira
Date Deposited:	31 Jul 2024 01:35
Last Modified:	31 Jul 2024 01:35
URI:	http://repository.its.ac.id/id/eprint/109746

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