PENGARUH LIVE STREAMING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION PENGGUNA GENERASI Z DI TIKTOKSHOP
Abstract
Tujuan penelitian ini adalah untuk mengevaluasi tingkat pengaruh aktivitas penjualan yang melibatkan live streaming penjualan dan review pelanggan online terhadap minat beli pengguna Gen Z TikTokShop. Penelitian ini dilakukan dengan pendekatan kuantitatif melalui metode deskriptif dan dianalisis menggunakan regresi linier berganda.. Data dikumpulkan dari 400 responden melalui kuesioner online dengan menggunakan skala likert. Penelitian ini membuktikan bahwa live streaming selling serta online customer review memberikan dampak positif dan signifikan, baik secara parsial maupun secara simultan terhadap purchase intention. Nilai koefisien determinasi sebesar 44% menunjukkan kontribusi model terhadap variabel purchase intention. Temuan ini menegaskan pentingnya optimalisasi fitur interktif dan review pelanggan dalam strategi pemasaran digital, khususnya untuk menjangkau konsumen generasi z.
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Ahn, Y., & Lee, J. (2024). The Impact of Online Reviews on Consumers ’ Purchase Intentions : Examining the Social Influence of Online Reviews , Group Similarity , and Self-Construal. 19, 1060–1078. https://doi.org/10.3390/jtaer19020055
Aji, M., Nurlenawati, N., & Triadinda, D. (2023). Pengaruh Online Customer Review Dan Customer Rating Terhadap Minat Beli Produk Fashion Di Platform Shopee (Studi Pada Mahasiswa Manajemen Universitas Buana Perjuangan Karawang). 4(6), 9373–9392.
Annur, C. M. (2023). Transaksi E-commerce Konsumen Usia Tua Terus Meningkat Ketimbang Gen Z dan Milenial. Katadata.
Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y.-C. (2022). The Impact of Online Reviews on Consumers ’ Purchasing Decisions : Evidence From an Eye-Tracking Study. Front. Psychol, 13. https://doi.org/10.3389/fpsyg.2022.865702
Diany, A. A., & Yuliyanti, R. (2024). Pengaruh Live Streaming , Online Customer Review , Program Angka Kembar Shopee terhadap Keputusan Pembelian Konsumen melalui Minat Beli di Banjarmasin. Jurnal Ekonomi Efektif, 7(1), 96–106. https://doi.org/10.32493
Fatimah, S. D. A., & Simatupang, F. S. (2024). PENGARUH LIVE STREAMING DAN PERSEPSI HARGA TERHADAP MINAT BELI YANG DIMEDIASI OLEH BRAND AWARENESS PADA PRODUK DJL.STAR DI KOTA BANDUNG. Edunomika, 08(03), 1–11.
Filieri, R., McLeay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services. Information & Management, 55(8), 956–970. https://doi.org/10.1016/j.im.2018.04.010.
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (10th ed.). Universitas Diponegoro.
Hong, S., & Pittman, M. (2020). eWOM anatomy of online product reviews: interaction effects of review number, valence, and star ratings on perceived credibility. The Review of Marketing Communications, 39, 892–920. https://doi.org/https://doi.org/10.1080/02650487.2019.1703386
Lu, Z., Xia, H., Heo, S., & Wigdor, D. (2018). You Watch, You Give, and You Engage: A Study of Live Streaming Practices in China. CHI ’18: Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems, 466, 1–13. https://doi.org/10.1145/3173574.3174040
Morwitz, V. (2014). Consumers’ Purchase Intentions and their Behavior. Foundations and Trends® in Marketing, 7(3), 181–230. https://doi.org/10.1561/1700000036
Putra, A. P. Y., Hilwana, A. L. Z., Multazim, M. F. Al, Hafiz, M. Z., & Maesaroh, S. S. (2023). Pengaruh Siaran Langsung Dan Konten Promosi Terhadap Minat Beli Mahasiswa Bisnis Digital UPI Di TiktokShop. JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi, 06(1), 21.
Rahmawati, I., Sa, L., & Musyafaah, L. (2023). PENGARUH LIVE STREAMING SELLING, REVIEW PRODUCT, DAN DISCOUNT TERHADAP MINAT BELI KONSUMEN PADA E-COMMERCE “SHOPEE.” 6(2), 80–93. https://doi.org/10.30587/jre.v6i2.5956
Salsabilla, N., & Handayani, T. (2023). PENGARUH ONLINE CUSTOMER REVIEWTERHADAP MINAT BELI DI SOSIAL MEDIA TIKTOK. 7(2), 1759–1769.
Scuderia, A. M. (2024). Platform Live Shopping Terbanyak Digunakan di Indonesia Tahun 2024. GoodStats.
Song, C., & Liu, Y. (2021). The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China.
Sugiyono. (2017). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D (26th ed.). Alfabeta.
Syarifah, E., & Karyaningsih. (2021). Pengaruh Online Customer Review Dan Kepercayaan Terhadap Minat Beli Pada Marketplace Lazada. YUME : Journal of Management, 4(1), 235–244. https://doi.org/10.37531/yume.vxix.3343
Ulfaida, I. N., Savitri, C., & Faddila, S. P. (2023). Pengaruh Online Customer Review Dan Rating Toko Terhadap Minat Pembelian Produk Whitelab Di Marketplace Tokopedia Pada Generasi Y. Management Studies and Entrepreneurship Journal, 4(5).
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How Live Streaming Changes Shopping Decisions in E ‑ commerce : A Study of Live Streaming Commerce. Computer Supported Cooperative Work (CSCW), 701–729. https://doi.org/10.1007/s10606-022-09439-2
Wardhani, N. P. Y., & Kusuma, P. N. I. (2023). PENGARUH KUALITAS WEBSITE DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI ULANG PELANGGAN BLIBLI DI SURABAYA. Jurnal Pendidikan Ekonomi (JURKAMI), 8(1). https://doi.org/10.31932/jpe.v8i1.2073
Yu, Q. (2023). Research on Factors Affecting Consumers ’ Purchase Intention. Economics, Management and Political Sciences., 61–66. https://doi.org/10.54254/2754-1169/37/20231835
Zefanya, D. F. (2024). PENGARUH KREDIBILITAS STREAMER DAN FLASH SALE PADA LIVE STREAMING TIKTOK TERHADAP MINAT BELI MAHASISWA ILMU KOMUNIKASI FISIP UNSRI ANGKATAN 2021 SKRIPSI Ilmu Komunikasi. Universitas Sriwijaya.
Zou, J., & Fu, X. (2024). Understanding the purchase intention in live streaming from the perspective of social image. Humanities and Social Sciences Communications, 1–14. https://doi.org/10.1057/s41599-024-04054-6
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2025-08-05
How to Cite
Syahrin, A., Wufron, W., & Garliani, G. (2025). PENGARUH LIVE STREAMING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION PENGGUNA GENERASI Z DI TIKTOKSHOP. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 2143-2163. https://doi.org/10.31955/mea.v9i2.5925
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