Z-SHOPPING FEVER : MENGUPAS PENGARUH MAGIS LIVE STREAMING TIKTOK TERHADAP PUSCHASE INTENTION PRODUK FASHION YANG DIPERKUAT OLEH CUSTOMER ENGAGEMENT
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh magis live streaming TikTok terhadap purchase intention produk fashion di kalangan Generasi Z (Gen-Z), dengan customer engagement sebagai variabel mediator. Live streaming dipilih sebagai objek penelitian karena kemampuannya menciptakan pengalaman belanja interaktif, personal, dan autentik, yang sesuai dengan preferensi Gen-Z. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM) yang diproses menggunakan WarpPLS Versi 8.0. Data dikumpulkan melalui kuesioner (Skala Likert 5) yang disebarkan kepada 208 responden Gen-Z di Indonesia yang aktif menggunakan TikTok dan pernah menonton live streaming produk fashion. Hasil penelitian menunjukkan bahwa live streaming berpengaruh positif dan signifikan terhadap purchase intention baik secara langsung maupun melalui mediasi dari customer engagement. Customer engagement terbukti menjadi mediator dengan kategori mediasi parsial komplementer. Temuan ini mengindikasikan bahwa interaktivitas, keaslian konten, dan fitur real-time dalam live streaming tidak hanya langsung meningkatkan minat beli, tetapi juga memperkuat keterlibatan emosional dan kognitif konsumen, yang pada akhirnya mendorong purchase intention. Penelitian ini memberikan kontribusi praktis bagi pelaku bisnis fashion dengan menekankan pentingnya mengoptimalkan strategi live streaming. Secara akademis, penelitian ini memperkaya literatur mengenai dampak live streaming dan customer engagement dalam konteks pemasaran digital, khususnya bagi Gen-Z.
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Maupa, H., Jilbert, J., & Sanusi, A. (2024). Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance. Revista de Gestão Social e Ambiental, 18(7), e06819-e06819.
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45, 294-311.
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Putri, P. M., & Marlien, R. A. (2022). Pengaruh digital marketing terhadap keputusan pembelian online. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(1), 25-36.
Rahmawati, R., & Adriyanto, A. T. (2025). Peran Customer Engagement dalam Meningkatkan Minat Beli pada Social Commerce. JMIK: Jurnal Manajemen dan Inovasi Kewirausahaan, 1(1), 12-28.
Rahmawaty, I., Sa’adah, L., & Musyafaah, L. (2023). Pengaruh Live Streaming Selling, Review Product, Dan Discount Terhadap Minat Beli Konsumen Pada E-Commerce Shopee. Jurnal Riset Entrepreneurship, 6(2), 80-93.
Ridanasti, E. (2021). Keterlibatan Pelanggan dan Antesedennya pada Transaksi E-Commerce pada Generasi Z. Optimal: Jurnal Ekonomi Dan Kewirausahaan, 15(2), 48-59.
Salmaningrum, D., Kodir, A. A., & Ramadhan, F. (2024). Pengaruh Program Live Streaming Terhadap Minat Beli Konsumen Pada e-Commerce Shopee. J-CEKI: Jurnal Cendekia Ilmiah, 3(6), 8139-8144.
Sholihin, M., & Ratmono. (2020). Analisis SEM-PLS dengan WarpPLS. Andi; Yogyakarta.
Suciawan, A. G., Djuranovik, E., Pradana, M. C., & Erwin, E. (2025). INSTAGRAM FILTERS FOR THE FASHION INDUSTRY: THE MEDIATING ROLE OF PURCHASE INTENTION ON CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 1256-1272.
Sulhaini, S., Sagir, J., & Sulaimiah, S. (2024). Peranan Live Streaming Dalam Menguatkan Pengetahuan Produk dan Minat Beli di Indonesia. Management and Accounting Expose, 7(1).
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886.
Sundari, A., & Nasikhin, M. N. A. K. (2024). Pengaruh Live Streaming, Online Review Customer dan Influencer Marketing Terhadap Minat Beli pada Aplikasi TikTok Shop. Applied Research in Management and Business, 4(2), 50-60.
Syaputra, A., & Rahmani, N. A. B. (2024). Pengaruh Video Live Streaming Shopping Terhadap Keputusan Pembelian (Studi Kasus Toko London Fashion Padangsidimpuan). Cakrawala Repositori IMWI, 7(1), 285-296.
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Tjioe, G., Wijaya, B. M., Evarianto, J. F., Darmawan, V. A., & Erwin, E. (2025). CONQUERING CUSTOMER HEARTS: INTELLIGENT HYPER-PERSONALIZATION WITH ARTIFICIAL INTELLIGENCE FOR ENHANCED CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 3336-3356.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556.
Zhang, M., Liu, Y., Wang, Y., & Zhao, L. (2022). How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective. Computers in Human Behavior, 127, 107052.
Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2020). The impact of live video streaming on online purchase intention. The Service Industries Journal, 40(9-10), 656-681.
Zhang, Q., Wang, Y., & Ariffin, S. K. (2024). Consumers purchase intention in live-streaming e-commerce: A consumption value perspective and the role of streamer popularity. PLOS ONE, 19(2), e0296339.
Baswara, S. Y., Widhiastuti, R., & Amaliyah, D. (2024). Pengaruh Dimensi Livestreaming Terhadap Perilaku Gen Z Dalam Pembelian Online Secara Kompulsif dan Niatan Membeli Secara Online. Business and Accounting Education Journal, 5(1), 1-7.
Botelho, D., & Guissoni, L. A. (2020). Customer experience and engagement. Revista de Administração de Empresas, 60, 3-6.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345.
Erwin, E., Ardyan, E., & Putra, S. D. (2022). SOCIAL MEDIA MARKETING TRENDS: INFLUENCERS'ACCOUNTS FOR SMES PRODUCT MARKETING. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(3), 1949-1958.
Erwin, E., Suade, Y. K. M., & Poernomo, W. (2021). Analyzing digital marketing, green marketing, networking and product innovation on sustainability business performance, silk cluster in Polewali-Mandar, west Sulawesi. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(3), 2850-2871.
Erwin, E., Suade, Y. K. M., Tanesia, C. Y., Sharon, S., & Maichal, M. (2023). Customer Engagement Usaha Kuliner; Kontribusi Marketing Content dan Efek Viral Marketing Campaigns. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 6(3), 383-397.
Erwin, E., Suade, Y. K. M., & Alam, N. (2023, May). Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement. In International Conference of Economics, Business, and Entrepreneur (ICEBE 2022) (pp. 578-593). Atlantis Press.
Erwin, E., Saununu, S. J., & Rukmana, A. Y. (2023). The influence of social media influencers on generation Z consumer behavior in Indonesia. West Science Interdisciplinary Studies, 1(10), 1028-1038.
Erwin, E., Ludin, I., Hamka, H., Ramadhaniyati, R., & Napis, M. S. H.(2023). Utilization Application TikTok as Media Internal Digital Marketing Strategy Sale Product. Journal of Technology Global, 1(01), 92-100.
Erwin, E., Van Marsally, S., Nugroho, M. A., & Suryaningtiyas, Y. D. (2025). Buku Ajar Social Media Marketing Analytics. PT. Sonpedia Publishing Indonesia.
Fakri, M. A., & Astuti, S. I. (2023, July). Pengaruh live streaming sales TikTok terhadap minat beli konsumen. In Bandung Conference Series: Journalism (Vol. 3, No. 2, pp. 110-116).
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
Hafizhoh, F. R., Gunaningrat, R., & Akhmad, K. A. (2023). Potongan Harga, Live Streaming, Dan Online Customer Review Terhadap Minat Beli Konsumen Pada Aplikasi Tiktok Shop. Jurnal Publikasi Sistem Informasi Dan Manajemen Bisnis, 2(3), 204-219.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publishing, Inc. https://www.researchgate.net/publication/354331182p
Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807.
Juliana, H. (2023). Pengaruh Siaran Langsung Dan Manfaat Yang Dirasakan Terhadap Niat Beli Melalui Kepercayaan Konsumen Pada Aplikasi Tiktok Shop. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(6), 1517-1538.
Kline, R. B. (2023). Principles and practice of structural equation modeling. Guilford publications.
Le, L. H., Bui, S. C., Duong, G. H., & Chang, Y. C. (2021). Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness. Journal of Marketing for Higher Education, 1–21.
Maghfiroh, N., & Palupi, G. S. (2023). Analisis pengaruh variabel keterjangkauan teknologi informasi dalam live streaming shopping TikTok pada minat pembelian. Journal of Emerging Information System and Business Intelligence (JEISBI), 4(4), 26-36.
Maupa, H., Jilbert, J., & Sanusi, A. (2024). Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance. Revista de Gestão Social e Ambiental, 18(7), e06819-e06819.
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45, 294-311.
Prahendratno, A., Aulia, M. R., Erwin, E., Setiawan, Z., Rijal, S., & Rosdaliva, M. & Rahmawati, E.(2023). STRATEGI BISNIS DIGITAL: Optimalisasi & Otomtisasi Sebuah Bisnis Menggunakaan Media Digital. PT.
Putri, P. M., & Marlien, R. A. (2022). Pengaruh digital marketing terhadap keputusan pembelian online. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(1), 25-36.
Rahmawati, R., & Adriyanto, A. T. (2025). Peran Customer Engagement dalam Meningkatkan Minat Beli pada Social Commerce. JMIK: Jurnal Manajemen dan Inovasi Kewirausahaan, 1(1), 12-28.
Rahmawaty, I., Sa’adah, L., & Musyafaah, L. (2023). Pengaruh Live Streaming Selling, Review Product, Dan Discount Terhadap Minat Beli Konsumen Pada E-Commerce Shopee. Jurnal Riset Entrepreneurship, 6(2), 80-93.
Ridanasti, E. (2021). Keterlibatan Pelanggan dan Antesedennya pada Transaksi E-Commerce pada Generasi Z. Optimal: Jurnal Ekonomi Dan Kewirausahaan, 15(2), 48-59.
Salmaningrum, D., Kodir, A. A., & Ramadhan, F. (2024). Pengaruh Program Live Streaming Terhadap Minat Beli Konsumen Pada e-Commerce Shopee. J-CEKI: Jurnal Cendekia Ilmiah, 3(6), 8139-8144.
Sholihin, M., & Ratmono. (2020). Analisis SEM-PLS dengan WarpPLS. Andi; Yogyakarta.
Suciawan, A. G., Djuranovik, E., Pradana, M. C., & Erwin, E. (2025). INSTAGRAM FILTERS FOR THE FASHION INDUSTRY: THE MEDIATING ROLE OF PURCHASE INTENTION ON CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 1256-1272.
Sulhaini, S., Sagir, J., & Sulaimiah, S. (2024). Peranan Live Streaming Dalam Menguatkan Pengetahuan Produk dan Minat Beli di Indonesia. Management and Accounting Expose, 7(1).
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886.
Sundari, A., & Nasikhin, M. N. A. K. (2024). Pengaruh Live Streaming, Online Review Customer dan Influencer Marketing Terhadap Minat Beli pada Aplikasi TikTok Shop. Applied Research in Management and Business, 4(2), 50-60.
Syaputra, A., & Rahmani, N. A. B. (2024). Pengaruh Video Live Streaming Shopping Terhadap Keputusan Pembelian (Studi Kasus Toko London Fashion Padangsidimpuan). Cakrawala Repositori IMWI, 7(1), 285-296.
Terrasista, N. C., & Sidharta, H. (2021). Pengaruh media sosial marketing dan citra merek terhadap minat beli konsumen proyek bisnis kaku. Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis, 6(5), 419-428.
Tjioe, G., Wijaya, B. M., Evarianto, J. F., Darmawan, V. A., & Erwin, E. (2025). CONQUERING CUSTOMER HEARTS: INTELLIGENT HYPER-PERSONALIZATION WITH ARTIFICIAL INTELLIGENCE FOR ENHANCED CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 3336-3356.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556.
Zhang, M., Liu, Y., Wang, Y., & Zhao, L. (2022). How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective. Computers in Human Behavior, 127, 107052.
Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2020). The impact of live video streaming on online purchase intention. The Service Industries Journal, 40(9-10), 656-681.
Zhang, Q., Wang, Y., & Ariffin, S. K. (2024). Consumers purchase intention in live-streaming e-commerce: A consumption value perspective and the role of streamer popularity. PLOS ONE, 19(2), e0296339.
Published
2025-08-10
How to Cite
Triad, G., Chandra, K., Arfandy, R. A., Laurens, F., & Erwin, E. (2025). Z-SHOPPING FEVER : MENGUPAS PENGARUH MAGIS LIVE STREAMING TIKTOK TERHADAP PUSCHASE INTENTION PRODUK FASHION YANG DIPERKUAT OLEH CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 2223-2242. https://doi.org/10.31955/mea.v9i2.5881
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