Enhancing Purchase Intention in Online Shopping : A Case Study On Live Streaming, Credibility Of Celebrity Endorsement, and Perceived Benefit
Meningkatkan Niat Beli dalam Belanja Online: Studi Kasus tentang Live Streaming, Kredibilitas Dukungan Selebriti, dan Manfaat yang Dirasakan
DOI:
https://doi.org/10.21070/ups.3786Keywords:
Live Streaming, credibility of celebrity endorsement, perceived benefit, purchase intentionAbstract
Shopping face-to-face or live streaming has become a form of onlineshop that entrepreneurs use to demonstrate the usefulness of the products being sold and consumer buying intentions to make purchases while watching live streaming. The purpose of this study is to determine the impact between live streaming variables (X1), Credibility Of Celebrity Endorsement (X2), Perceived Benefits (X3) on Purchase Intention (Y). This research was conducted on the marketplace application. This study uses a survey method where primary data is obtained from questionnaire data. The sample was those who had shopped on live streaming which was taken randomly (random sampling) as many as 127 respondents. The data analysis method uses SEMPLS 3.0. The results prove that live streaming has a positive and significant impact on purchase intentions. Credibility of Celebrity Endorsement has a positive and significant influence on purchase intentions. Perceived Benefit has a positive and significant influence on purchase intentions.
Downloads
References
A. N. Sa’adah, A. Rosma, and D. Aulia, “Persepsi Generasi Z Terhadap Fitur Tiktok Shop Pada Aplikasi Tiktok,” Transekonomika: Akuntansi, Bisnis dan Keuangan, vol. 2, no. 5, pp. 131–140, 2022, doi: 10.55047/transekonomika.v2i5.176.
A. Supriyanto, I. F. Chikmah, K. Salma, and A. W. Tamara, “Sales via Tiktok Shop and Shopee: Which is Profitable?,” BUSINESS: Scientific Journal of Business and Entrepreneurship, vol. 1, pp. 1–16, 2023, [Online]. Available: https://journal.csspublishing/index.php/business
D. I. Utami, “Pengaruh Daya Tarik Celebrity Endorser, Kredibilitas Celebrity Endorser, Kreativitas Iklan Dan Kemenarikan Pesan Iklan Terhadap Niat Beli Pengguna E-Commerce,” Jurnal Ilmiah Ekonomi Bisnis, vol. 27, no. 3, pp. 391–402, 2022, doi: 10.35760/eb.2022.v27i3.5950.
N. N. N. Puspawati and M. Y. Febrianta, “Analisis Pengaruh Keterjangkauan Teknologi Informasi Dalam Live Shopping Untuk Menciptakan Purchase Intention Pada Live Shopping Tiktok,” Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), vol. 7, no. 2, pp. 640–665, 2023, doi: 10.31955/mea.v7i2.3032.
S. V. Suhyar and S. A. Pratminingsih, “Skintific Skincare Products The Influence of Live Streaming and Trust on Impulsive Buying in Purchasing Skintific Skincare Products,” Management Studies and Entrepreneurship Journal, vol. 4, no. 2, pp. 1427–1438, 2023.
V. R. Pattipeilohy, J. R. Asthenu, and C. I. Tjokro, “the Effect of Celebrity Endorsement and Brand Image on Consumer Purchases Intention on Maspion Products in Ambon City,” Scientific Research Journal, vol. VII, no. IX, pp. 64–69, 2019, doi: 10.31364/scirj/v7.i9.2019.p0919698.
F. S. Yelvita, “improving shopee marketing strategies in international business,” הארץ, vol. 6, no. 8.5.2017, pp. 2003–2005, 2022.
H. Juliana, “The Influence of Live Broadcasts and Perceived Benefits on Purchase Intentions Through Consumer Trust in the Tiktok Shop Application,” SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi, vol. 1, no. 6, pp. 1517–1538, 2023, doi: 10.54443/sinomika.v1i6.754.
A. Nurdiansah and W. Widyastuti, “The Effect of Price Discounts on Customer Satisfaction and Repurchase Intention (Study of Shopee Food Users),” SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan, vol. 1, no. 8, pp. 1495–1514, 2022, doi: 10.54443/sibatik.v1i8.198.
L. Fawahan, “Building MSME Product Branding Through Tiktok Social Media,” Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, vol. 4, no. 2, pp. 290–307, 2021, doi: 10.47467/alkharaj.v4i2.640.
N. Made, P. Priantari, A. Agung, E. Astari, N. Luh Indiani, and U. Mahendradatta, “FEASIBILITY ANALYSIS OF THE TIKTOK APPLICATION AS A HOME INDUSTRY PROMOTION MEDIA OVERVIEW OF MARKETING ASPECTS Feasibility Study The Tiktok Application As A Home Industry Promotion: An Overview Of Marketing Aspects,” Nusantara Hasana Journal, vol. 2, no. 2, pp. 430–439, 2022, [Online]. Available: www.ginee.com
V. P. Oktaviani, R. P. Suci, Zulkifli, and A. Hermawati, “THE INFLUENCE OF DIGITAL MARKETING ON PURCHASING DECISIONS WITH CUSTOMER TRUST AS A MEDIATION VARIABLE (Study of Graha Singhajaya Housing Consumers),” Journal of Innovation Research and Knowledge, vol. 2, no. 1, pp. 27–38, 2022, [Online]. Available: https://www.bajangjournal.com/index.php/JIRK/article/view/2551
L. J. Pongratte, J. Liu, M. D. P. W. Putri, and A. Paulin, “The Effect of Promotion via TikTok Live Streaming on Consumers’ Buying Interest in Clothing Products,” Open Journal of Social Sciences, vol. 11, no. 04, pp. 333–347, 2023, doi: 10.4236/jss.2023.114024.
A. Pratama et al., “The Influence of Live Broadcasts and Promotional Content on UPI Digital Business Students’ Purchase Interest at the TikTok Shop Indonesian Education Tasikmalaya Regional Campus INTRODUCTION TikTok is currently a popular social media platform throughout th,” vol. 06, pp. 1–21, 2023.
J. J. Helbert and I. G. S. P. Ariawan, “Pengaruh Celebrity Endorsement Vs. Influencer Endorsement Vs. Online Customer Review Terhadap Purchase Intention Pada Produk Skincare,” Eqien: Jurnal Ekonomi dan Bisnis, vol. 8, no. 2, 2021, doi: 10.34308/eqien.v8i2.276.
F. A. Wijaya and S. Sugiharto, “Pengaruh Celebrity Endorsementterhadap Purchase Intention Denganbrand Image Sebagai Variabel Intervening (Studi Kasus Iklan Produk Perawatan Kecantikan Pond’S),” Jurnal Manajemen Pemasaran, vol. 9, no. 1, pp. 16–22, 2015, doi: 10.9744/pemasaran.9.1.16-22.
T. Y. Evelina, “The Effect of Perceived Benefits on Customer Satisfaction and Customer Retention on Indonesian E-Commerce Sites,” International Journal of Electronic Commerce Studies, vol. 13, no. 2, pp. 99–118, 2022, doi: 10.7903/ijecs.1908.
F. Firmansyah, C. Rozi, and M. I. Prajawati, “Economic benefit, convenience and risk benefit in influencing repeated use of Fintech,” Jurnal Ekonomi Modernisasi, vol. 17, no. 2, pp. 113–124, 2021, doi: 10.21067/jem.v17i2.5578.
J. R. Jokhu and A. M. Rahmawati, “Icfbe 2022,” Icfbe, vol. 2021, no. July 2021, pp. 1–7, 2022.
C. Song and Y.-L. Liu, “The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China,” 23rd Biennial Conference of the International Telecommunications Society (ITS), pp. 1–18, 2021, [Online]. Available: http://hdl.handle.net/10419/238054
J. Guo, Y. Li, Y. Xu, and K. Zeng, “How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory,” Frontiers in Psychology, vol. 12, no. November, pp. 1–10, 2021, doi: 10.3389/fpsyg.2021.767876.
F. Febriani and F. Cuandra, “Pengaruh Digital Marketing, Brand Equity Dan Streamers Credibility Terhadap Purchase Intention Konsumen Daring Di Kota Batam Melalui Live Streaming,” Jurnal Bisnis dan Manajemen, vol. 3, no. Mei, pp. 2477–1783, 2023.
Fitryani, A. S. Nanda, and E. Aristyanto, “The Role of Impulsive Buying During Live Streaming During the Covid-19 Pandemic (Shopee E-Commerce Case Study),” Jurnal Masharif Al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, vol. 6, no. 2, pp. 542–555, 2021, [Online]. Available: http://journal.um-surabaya.ac.id/index.php/Mas/index
A. Kurniawan, F. Yulianti, and T. E. Putri, “The Effect Of Perceived Of Ease Of Use, Perceived Of Benefits, Trust, Perceived Of Risk And Level Of Understanding Of Electronic Money On Interest In Using E-Money,” Accounting Research Journal of Sutaatmadja, vol. 6, no. 1, pp. 132–153, 2022.
S. Chan and K. Asni, “the Role of Sequence Mediation on the Influence of Live-Streaming Shopping Attribute on Purchase Intention,” Jurnal Aplikasi Manajemen, vol. 20, no. 4, 2022, doi: 10.21776/ub.jam.2022.020.04.16.
Y. M. Patria, “Pengaruh Persepsi Resiko dan Persepsi Manfaat Terhadap Niat Beli Konsumen Secara Online ( Studi Kasus Pembelian Barang Elektronik di Kaskus.com),” Abiwara : Jurnal Vokasi Administrasi Bisnis, vol. 2, no. 2, pp. 84–90, 2021, doi: 10.31334/abiwara.v2i2.1664.
R. Dharmawan, “Pengaruh Perceived Benefit Terhadap Community Commitment dan Continue Use Intention; Studi Kasus Komunitas Aplikasi Clubhouse Dikalangan Mahasiswa Universitas Kristen Petra,” Jurnal Strategi Pemasaran, vol. 7, no. 2, 2020.
S. Aditya, “International Journal of Current Economics & Business Ventures EVALUATION OF DETERMINANTS OF PURCHASE DECISION FOR WOMEN CUSTOMERS OF FASHION PRODUCTS THROUGH TIKTOK ABSTRACT : International Journal of Current Economics & Business Ventures,” vol. 1, no. 3, 2023.
T. Meliawati, S. C. Gerald, and Akhmad Edhy Aruman, “The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention,” Journal of Consumer Sciences, vol. 8, no. 1, pp. 77–92, 2023, doi: 10.29244/jcs.8.1.77-92.
C. Der Chen, Q. Zhao, and J. L. Wang, “How livestreaming increases product sales: role of trust transfer and elaboration likelihood model,” Behaviour and Information Technology, vol. 41, no. 3, pp. 558–573, 2022, doi: 10.1080/0144929X.2020.1827457.
E. N. Siregar, P. Pristiyono, and M. A. Al Ihsan, “Analysis of Using Tiktok as Live Marketing in Attracting Consumers’ Interest in Buying,” Quantitative Economics and Management Studies, vol. 4, no. 3, pp. 453–463, 2023, doi: 10.35877/454ri.qems1633.
L. D. Manzil and A. Vania, “The Influence of Live-Streamers on Somethinc’s Purchase Intention at Tiktok Shop Mediated by Consumer Trust,” Jurnal Informatika Ekonomi Bisnis, vol. 5, pp. 217–221, 2023, doi: 10.37034/infeb.v5i1.225.
Downloads
Additional Files
Posted
License
Copyright (c) 2024 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
