SINERGI LIVE STREAMING DAN PROMOSI TWINDATE DALAM MENDORONG REPURCHASE INTENTION KONSUMEN PADA INDUSTRI AUTOCARE INDONESIA

Gurit Pramono Putra; Rayie Tariaranie Wiraguna

doi:10.31955/mea.v10i2.7782

Gurit Pramono Putra Universitas Negeri Malang
Rayie Tariaranie Wiraguna Universitas Negeri Malang

DOI: https://doi.org/10.31955/mea.v10i2.7782

Abstract

Kajian ilmiah ini dilakukan guna mengetahui pengaruh kampanye live streaming TikTok Shop dan promo twindate special live streaming terhadap repurchase intention konsumen produk Kilap Premium. Kajian ini menggunakan pendekatan kuantitatif melalui metode survei dengan Google Form dan teknik purposive sampling. Diketahui bahwa promo twindate special live streaming mempunyai pengaruh yang lebih kuat dibandingkan live streaming reguler. Seluruh data dianalisis menggunakan regresi linier berganda dengan bantuan IBM SPSS 26. Kampanye live streaming TikTok Shop memberikan pengaruh positif dan signifikan terhadap repurchase intention dengan nilai signifikansi sebesar 0,000 < 0,05. Variabel promo twindate special live streaming juga terbukti memiliki pengaruh positif dan signifikan terhadap repurchase intention. Dari uji yang dilakukan, kedua variabel independen secara bersamaan berkontribusi signifikan dalam meningkatkan kecenderungan repurchase intention konsumen. Selain itu, promo twindate special live streaming diketahui memiliki pengaruh yang lebih dominan dibandingkan live streaming reguler berdasarkan nilai standardized coefficient beta yang lebih tinggi. Hasil analisis komparatif juga memperlihatkan bahwa strategi twindate lebih efektif dalam meningkatkan engagement, conversion rate, gross merchandise value (GMV), dan unique customer dibandingkan sesi live streaming reguler. Temuan penelitian memperkuat relevansi Information Richness Model dalam menjelaskan perilaku konsumen pada konteks live streaming commerce, khususnya pada industri autocare di Indonesia. Implikasi penelitian menekankan pentingnya integrasi antara komunikasi interaktif melalui live streaming dan strategi promosi berbasis urgensi waktu guna meningkatkan repurchase intention konsumen secara berkelanjutan.

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