Pengaruh Interpersonal Interactions terhadap Purchase Intention pada TikTok Shop Live Streaming

Margaretta, Melissa and Andajani, Erna and Widjaja, Fitri Novika (2024) Pengaruh Interpersonal Interactions terhadap Purchase Intention pada TikTok Shop Live Streaming. Jurnal Informatika Ekonomi Bisnis (INFEB), 6 (4). pp. 884-890. ISSN 2714-8491

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Abstract

This study aims to analyze the influence of perceived expertise, perceived similarity, perceived familiarity, perceived likability, perceived informativeness, perceived responsiveness, and swift guanxi that can affect purchase intention in shopping on TikTok Shop through live streaming. The research uses a quantitative method. A survey was conducted by distributing a questionnaire via Google Forms to 327 respondents. The data were analyzed using Smart PLS 4.0. The study found that swift guanxi occurring during live streaming influences purchase intention. The results also showed that perceived expertise, perceived similarity, perceived likeability, perceived informativeness, and perceived responsiveness influence swift guanxi, thereby increasing purchase intention. Meanwhile, perceived familiarity does not affect swift guanxi. Penelitian ini bertujuan untuk menganalisis pengaruh persepsi keahlian, persepsi kesamaan, persepsi keakraban, persepsi disukai, persepsi informatif, responsivitas yang dirasakan, dan guanxi cepat yang dapat mempengaruhi niat pembelian pada be lanja di TikTok Shop melalui siaran langsung. Penelitian menggunakan metode kuantitatif. Survei dilakukan dengan menyebarkan kuesioner menggunakan Google Form kepada 327 responden. Data dianalisis dengan menggunakan Smart PLS 4. 0 . Penelitian menemukan bahw a guanxi cepat yang terjadi saat siaran langsung mempengaruhi niat pembelian. Hasil penelitian yang dilakukan menemukan bahwa p ersepsi keahlian, persepsi kesamaan, persepsi disukai, persepsi informatif, dan responsivitas yang dirasakan mempengaruhi guanxi cepat sehingga meningkatkan niat pembelian. Sementara itu persepsi keakraban tidak mempengaruhi guanxi cepat.

Item Type:	Article
Uncontrolled Keywords:	Shopping Live Streaming, Swift Guanxi, Purchase Intention, Interpersonal Interaction, Perceived Informativeness
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Ester Sri W. 196039
Date Deposited:	10 Jan 2025 04:04
Last Modified:	10 Jan 2025 04:04
URI:	http://repository.ubaya.ac.id/id/eprint/47692

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