Eksplorasi pengaruh tiktok live terhadap intensi pembelian barang secara online

Thong, Albert (2024) Eksplorasi pengaruh tiktok live terhadap intensi pembelian barang secara online. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada era modern ini, perdagangan sudah banyak dilakukan secara online, salah satunya adalah pemanfaatan TikTok live sebagai media perdagangan barang secara online berbasis aplikasi mobile. Berdasarkan platform belanja online secara langsung yang paling banyak digunakan, TikTok live berada pada urutan kedua paling banyak digunakan oleh masyarakat Indonesia. Penelitian ini berfokus pada eksplorasi pengaruh TikTok live terhadap intensi pembelian barang secara online. Studi ini bertujuan untuk mengidentifikasi faktor-faktor yang mempengaruhi seseorang untuk melakukan pembelian melalui TikTok live, diantaranya adalah telepresence, flow, guidance shopping, metavoicing, host dan user experience. Penelitian ini menggunakan metodologi survei kuisioner dan pemodelan persamaan struktural untuk analisis data. Penelitian ini menambahkan variabel baru seperti host dan user experience untuk memahami efek signifikan terhadap keputusan pembelian selama menggunakan TikTok live. Hasil dari penelitian ini menunjukkan bahwa variabel telepresence, flow, host, dan user experience terbukti signifikan terhadap meningkatnya purchase intention,namun variabel guidance shopping dan metavoicing terbukti tidak signifikan terhadap purchase intention. / In this modern era, commerce is extensively conducted online, with TikTok live being one such example as a mobile app-based online trading platform. Based on the most widely used direct online shopping platforms, TikTok Live ranks second in popularity among the Indonesian population. This research focuses on exploring the influence of TikTok Live on the intention to purchase goods online. The study aims to identify factors that influence individuals to make purchases through TikTok Live, including telepresence, flow, guidance shopping, metavoicing, host, and user experience. The research employs survey questionnaire methodology and structural equation modeling for data analysis. This study introduces new variables such as host and user experience to understand their significant effects on purchasing decisions while using TikTok Live. The results of this research indicate that telepresence, flow, host, and user experience variables are proven to be significant in increasing purchase intention. However, guidance shopping and metavoicing variables are found to be not significant in influencing purchase intention

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