Pengaruh Streamer’s Credibility Melalui Video Live Streaming Tiktok Terhadap Purchase Intention Konsumen Pada Akun @Monomolly.Id

Apriana, Nabila Putri (2023) Pengaruh Streamer’s Credibility Melalui Video Live Streaming Tiktok Terhadap Purchase Intention Konsumen Pada Akun @Monomolly.Id. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saat ini live streaming menjadi metode pemasaran yang populer untuk menarik perhatian luas. Penonton live streaming dapat dengan mudah mendapatkan kepercayaan produk berdasarkan kredibilitas streamer yang baik, yang secara efektif dapat meningkatkan purchase intention konsumennya. Banyaknya masyarakat yang menggunakan media sosial TikTok dapat dijadikan sebagai kesempatan oleh para pengusaha untuk melakukan promosi secara gratis dan mendapatkan perhatian dari publik dengan mengunggah video tentang barang-barang yang akan dijual belikan. penelitian ini mengacu pada teori kredibilitas sumber untuk menguji pengaruh kredibilitas streamer melalui video live streaming TikTok terhadap purchase intention konsumen. Tujuan dalam penelitian ini adalah untuk mengetahui seberapa besar pengaruh streamer’s credibility melalui video live streaming TikTok terhadap purchase intention konsumen pada akun @Monomolly.id. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah pengikut akun @monomolly.id di TikTok dengan jumlah kurang lebih 103.300 pengikut per bulan Mei 2023. Dengan teknik pengambilan sampel yang digunakan yaitu nonprobability sampling menggunakan pendekatan purposive sampling. Analisa data menggunakan teknik analisis regresi linier sederhana terhadap 100 responden melalui GoogleForm.Hasil dari penelitian ini menyatakan bahwa streamer’s credibility melalui video live streaming berpengaruh signifikan terhadap purchase intention. Kata Kunci: live streaming, kredibilitas streamer, purchase intention / Currently, live streaming is a popular marketing method to attract mass attention. Live streaming viewers can easily gain product trust based on the streamer's good credibility, which can effectively increase consumer purchase intention. The large number of people who use TikTok social media can be used as an opportunity by entrepreneurs to promote for free and get attention from the public by uploading videos about goods to be bought and sold. this study refers to the theory of source credibility to examine the effect of streamer credibility through TikTok live streaming videos on consumer purchase intention. The purpose of this study is to determine how much influence streamer's credibility through TikTok live streaming videos has on consumer purchase intention on the @Monomolly.id account. This study uses a quantitative approach with a survey method. The population in this study were followers of the @monomolly.id account on TikTok with approximately 103,300 followers as of May 2023. With the sampling technique used, namely nonprobability sampling using a purposive sampling approach. Data analysis using simple linear regression analysis techniques on 100 respondents via GoogleForm. The results of this study state that streamer's credibility through live streaming videos has a significant effect on purchase intention. Keyword: live streaming video, steamer’s credibility, purchase intention

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