Pengaruh Purchase Intention di E-commerce Live-streaming TikTok pada Generasi Z: Peran Customer Engagement sebagai Mediasi dan Deal Proneness sebagai Moderasi

Retnosari, Marda Cahyanti (2024) Pengaruh Purchase Intention di E-commerce Live-streaming TikTok pada Generasi Z: Peran Customer Engagement sebagai Mediasi dan Deal Proneness sebagai Moderasi. Masters thesis, Intitut Teknologi Sepuluh November.

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Abstract

Perkembangan teknologi digital telah memicu transformasi model bisnis e-commerce, khususnya melalui fenomena e-commerce live-streaming yang menjadi alternatif eksplorasi dan pembelian produk. Pandemi COVID-19 mendorong peretail/perusahaan untuk beralih ke pemasaran digital, dengan TikTok sebagai platform e-commerce populer di kalangan Generasi Z (Gen Z) di Indonesia. Generasi Z menjadi tantangan sekaligus peluang bagi usaha baru, mengingat meskipun tingkat konsumsinya tinggi, pemasar sering kali kesulitan mempengaruhi mereka. Penelitian ini bertujuan menganalisis pengaruh trust, flow experience, dan perceived value terhadap purchase intention, dengan customer engagement sebagai mediasi dan deal proneness sebagai moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan responden Generasi Z yang aktif menggunakan e-commerce live-streaming TikTok di Jakarta. Data dikumpulkan melalui kuesioner yang kemudian dianalisis menggunakan Partial Least Square Path Modelling (PLS-SEM). Temuan menunjukkan bahwa trust in community members, trust in broadcaster, trust in platform, perceived value dan flow experience berpengaruh positif signifikan terhadap customer engagement, sementara trust in product tidak berpengaruh signifikan terhadap customer engagement. Selain itu, customer engagement berpengaruh tidak signifikan terhadap purchase intention. Peran Customer engagement memediasi secara parsial terhadap purchase intention, sementara peran deal proneness tidak memperkuat pengaruh customer engagement terhadap purchase intention. Implikasi manajerial dari temuan ini meliputi pengembangan pendekatan pemasaran yang meningkatkan kualitas interaksi live-streaming, membangun strategi produk melalui re-evaluasi produk, melihat target audience dengan tepat, memanfaatkan influencer yang dipercaya, menonjolkan nilai produk, dan meninjau ulang pemanfaatkan promosi yang memiliki nilai untuk menarik perhatian Generasi Z. Pemasar dapat merancang pengalaman live-streaming yang lebih sesuai dan relevan, menciptakan ekosistem e-commerce yang lebih dinamis dan berorientasi pada konsumen untuk meningkatkan penjualan.
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The development of digital technology has triggered the transformation of e-commerce business models, especially through the phenomenon of live-streaming e-commerce which has become an alternative to product exploration and purchase. The COVID-19 pandemic is driving retailers/companies to turn to digital marketing, with TikTok as a popular e-commerce platform among Generation Z (Gen Z) in Indonesia. Generation Z is both a challenge and an opportunity for new businesses, as, despite their high consumption rates, marketers often struggle to influence them. This study aims to analyze the effect of trust, flow experience, and perceived value on purchase intention, with customer engagement as mediation and deal proneness as moderation. This research uses a quantitative approach involving Generation Z respondents who actively use TikTok live-streaming e-commerce in Jakarta. Data were collected through questionnaires and then analyzed using Partial Least Square Path Modeling (PLS-SEM). The results show that trust in community members, trust in broadcaster, trust in platform, perceived value, and flow experience have a significant positive effect on customer engagement, while trust in product has no significant effect on customer engagement. In addition, customer engagement has an insignificant impact on purchase intention. The role of customer engagement partially mediates purchase intention, while the role of deal proneness does not strengthen the effect of customer engagement on purchase intention. The managerial implications of these findings include developing marketing approaches that improve the quality of live-streaming interactions, building product strategies through product re-evaluation, looking at the right target audience, utilizing trusted influencers, highlighting product value, and reviewing the use of promotions that have value to attract Generation Z. Marketers can design more appropriate and relevant live-streaming experiences, creating a more dynamic and consumer-orientated e-commerce ecosystem to increase sales.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	E-commerce live-streaming, Purchase intention, Customer engagement, Deal proneness E-commerce live-streaming, Purchase intention, Customer engagement, Deal proneness
Subjects:	H Social Sciences > HA Statistics > HA29 Theory and method of social science statistics
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Marda Cahyanti Retnosari
Date Deposited:	12 Aug 2024 12:32
Last Modified:	26 Sep 2024 05:58
URI:	http://repository.its.ac.id/id/eprint/115360

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