Muna, Qonita Nailul (2025) Pengaruh Sinyal Penjual dan Kemampuan Teknologi Informasi terhadap Niat Pembelian melalui Pengurangan Ketidakpastian pada TikTok Live Streaming TIKTOK LIVE STREAMING. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Sepanjang tahun 2022 sampai awal 2023, sebanyak 178,9 juta orang di Indonesia melakukan aktivitas belanja secara online, dimana salah satu yang digemari adalah social commerce. Dibalik banyaknya aktivitas belanja online, konsumen masih sering merasakan ketidakpastian, terutama dalam pembelian produk yang memerlukan penilaian langsung (experience products). Ketidakpastian ini dapat menghalangi niat pembelian (purchase intention) konsumen. Salah satu social commerce yang populer adalah TikTok, dimana TikTok populer dengan fitur live streaming yang dimiliki. Dalam live streaming, konsumen dapat berinteraksi langsung dengan penjual secara langsung, melihat produk, serta memperoleh informasi yang lebih mendalam terkait produk. Hal ini penting untuk produk yang memerlukan penilaian langsung (experience products). Fenomena ketidakpastian dapat diamati melalui signaling theory, dimana sinyal penjual yang disampaikan yaitu value similarity dan physical characteristics similarity. Selain itu, ketidakpastian juga dapat diamati melalui IT affordance theory, dimana kemampuan teknis live streaming antara lain visibility, interactivity, metavoicing, dan guidance shopping. Oleh karena itu, dilakukan penelitian menggunakan signaling theory dan IT affordance theory dalam konteks uncertainty literature untuk mengamati apakah sinyal penjual dan kemampuan teknologi TikTok live streaming dapat memengaruhi purchase intention melalui pengurangan ketidakpastian dan peningkatan kepercayaan (trust) konsumen. Penelitian ini menggunakan 213 data responden yang merupakan pengguna TikTok live streaming di Indonesia yang pernah membeli experience product melalui TikTok live streaming yang dianalisis menggunakan PLS-SEM dan IPMA. Hasil penelitian menemukan bahwa interactivity, metavoicing, guidance shopping, perceived value similarity, trust, dan product fit uncertainty berpengaruh secara signifikan terhadap purchase intention. Selain itu, temuan penting dari penelitian ini yaitu bahwa trust merupakan faktor terpenting dalam memengaruhi purchase intention konsumen. Temuan ini berkontribusi pada literatur terkait live streaming commerce serta memberikan wawasan praktis kepada streamer maupun pengembang live streaming commerce untuk meningkatkan sinyal yang diberikan dan mengoptimalkan affordance dari fitur live streaming commerce.
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Throughout 2022 to early 2023, as many as 178.9 million people in Indonesia shopped online, one of which was social commerce. Behind the many online shopping activities, consumers still often feel uncertain, especially in purchasing products that require direct assessment (experience products). This uncertainty can hinder consumers' purchase intention. One of the popular social commerce is TikTok, where TikTok is popular for its live streaming feature. In live streaming, consumers can interact directly with sellers directly, see products, and obtain more in-depth information regarding products. This is important for products that require direct assessment (experience products). The phenomenon of uncertainty can be observed through signaling theory, where the seller's signals conveyed are value similarity and physical characteristics similarity. In addition, uncertainty can also be observed through IT affordance theory, where the technical capabilities of live streaming include visibility, interactivity, metavoicing, and guidance shopping. Therefore, a study was conducted using signaling theory and IT affordance theory in the context of uncertainty literature to observe whether seller signals and TikTok live streaming technology capabilities can influence purchase intention by reducing uncertainty and increasing consumer’s trust. This study used 213 respondent data who were TikTok live streaming users in Indonesia and had purchased experience products through TikTok live streaming which were analyzed using PLS-SEM and IPMA. The results of the study found that interactivity, metavoicing, guidance shopping, perceived value similarity, trust, and product fit uncertainty had a significant effect on purchase intention. In addition, an important finding from this study is that trust is the most important factor in influencing consumer’s purchase intention. These findings contribute to the literature related to live streaming commerce and provide practical insights to streamers and live streaming commerce developers to improve the signals given and optimize the affordance of live streaming commerce features.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Purchase Intention, Live Streaming Commerce, TikTok, Uncertainty Literature, IT Affordance, Signaling Theory. Purchase Intention, Live Streaming Commerce, TikTok, Uncertainty Literature, IT Affordance, Signaling Theory |
| Subjects: | H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 59101-(S2) Master Thesis |
| Depositing User: | Qonita Nailul Muna |
| Date Deposited: | 14 Jul 2025 04:10 |
| Last Modified: | 14 Jul 2025 04:10 |
| URI: | http://repository.its.ac.id/id/eprint/119595 |
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