Efektivitas Live Streaming Dalam E-commerce guna Meningkatkan Pembelian Konsumen secara Impulsif: Studi TRA
Keywords:
Teori Tindakan Beralasan, Pembelian Impulsif, Iklan Streaming Langsung Influencer, Sikap, KepercayaanAbstract
Live streaming e-commerce adalah praktik pemasaran yang telah menjadi tren di mana penjual atau influencer menggunakan platform live streaming untuk meningkatkan keterlibatan konsumen melalui interaksi langsung dalam mempromosikan produk atau layanan. Social influence belum dipertimbangkan di dalam menganalisis live streaming e-commerce pada penelitian sebelumnva. Penelitian ini mempunyai tujuan yakni guna melakukan analisis pengaruh positif influencer credibility, celebrity effect, trust, dan social influence terhadap attitude toward influencer ads yang akan berpengaruh pada urge to buy impulsively dalam live streaming e-commerce. Metode analisis yang dipakai yakni PLS-SEM. Populasi dalam penelitian ini responden yang memanfaatkan platform e-commerce yang telah terpapar pada iklan influencer melalui sesi live streaming, serta sampel untuk penelitian ini yaitu responden yang menggunakan platform e-commerce (misalnya, Tokopedia, Shopee, Bukalapak, dan Blibli) yang mengetahui iklan influencer dalam periode waktu selama 6 bulan terakhir dengan melibatkan 130 responden. Dengan menggunakan Theory of Reasoned Action hasil penelitian menunjukan bahwa celebrity effect dan trust memberikan pengaruh positif pada Attitude Toward Influencer Ads, serta attitude toward influencer ads memberikan pengaruh positif pada urge to buy impulsively. Namun, influencer credibility dan social influence tidak memberikan pengaruh positif pada attitude toward influencer ads. Penelitian ini berkontribusi terkait pengembagan strategi pemasaran digital dalam memanfaatkan potensi live streaming e-commerce. Rekomendasi untuk penelitian selanjutnya dapat mempertimbangkan faktor demografis serta mengeksplorasi pengaruh faktor eksternal seperti tren industri dan perubahan teknologi.
References
Ajzen, Icek & Albarracin, Dolores. (2007). Predicting and changing behavior: A reasoned action approach.
Bergkvist et al., 2016 “Celebrity endorsements: a literature review and research agenda”, International Journal of Advertising, Vol. 35 No. 4, pp. 642-663, doi: 10.1080/02650487. 2015.1137537.
Boon et al., 2018 Integrating strategic human capital and strategic human resource management. The International Journal of Human Resource Management, 29(1), 1–34.
Choi, S.M. and Rifon, N.J. (2002), “Antecedents and consequences of web advertising credibility”, Journal of Interactive Advertising, Vol.3 No. 1, pp. 12-24 doi: 10.1080/15252019.2002.10722064.
Eid et al, 2020 “Internet users’ attitudes towards social media advertisements: the role of advertisement design and users’ motives”, Management Science Letters, Vol. 10 No. 10, pp. 2361-2370, doi: 10.5267/j.msl.2020.2.029.
Hair, J. F. J., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis, Multivariate Data Analysis. In Multivariate Data Analysis.
Hussain, Safdar et al. “eWOM source credibility, perceived risk and food product customer's information adoption.” Comput. Hum. Behav. 66 (2016): 96-102. doi: 10.1016/j.chb.2016.09.034.
Jadil et al., 2022, “Understanding the drivers of online trust and intention to buy on a website: an emerging market perspective”, International Journal of Information Management Data Insights, Vol. 2 No. 1, p. 100065, doi: 10.1016/j.jjimei.2022.100065. Influencer endorsed impulse buying 1657
Janssen et al., 2022, “Influencer advertising on Instagram: product- influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification”, International Journal of Advertising, Vol. 4 No. 1, pp. 101-127, doi:10.1080/02650487.2021.1994205.
Kushwaha, Gyaneshwar & Agrawal, Dr. Shiv. (2016). The impact of mobile marketing initiatives on customers’ attitudes and behavioural outcomes. Journal of Research in Interactive Marketing. 10. 150-176. 10.1108/JRIM-06-2015-0041.
Lee and Ma, 2012 Consumer perceptions of online consumer product and service reviews: Focusing on information processing confidence and susceptibility to peer influence. Journal of Research in Interactive Marketing, 6(2), 110–132.
Lee and Wong, 2016 Determinants of mobile commerce customer loyalty in Malaysia. Procedia - Social and Behavioral Sciences, 224, 60–67.
Liang et al., 2021 “Customers focus and impulse buying at night markets”, Journal of Retailing and Consumer Services, Vol. 60, p. 102434, doi: 10.1016/j.jretconser.2020.102434.
Liu and Fang, 2016 “Night markets: entrepreneurship and achieving competitive advantage”, International Journal of Contemporary Hospitality Management, Vol. 28 No. 11, pp. 2374-2398, doi: 10.1108/IJCHM-03-2015-0114.
Ligaraba, N., Nyagadza, B., Dӧrfling, D. and Zulu, Q.M. (2023), "Factors influencing re-usage intention of online and mobile grocery shopping amongst young adults in South Africa", Arab Gulf Journal of Scientific Research, Vol. 41 No. 3, pp. 389-415. https://doi.org/10.1108/AGJSR-06-2022-0088
Trias Setyowati & Fefi Nurdiana Widjayanti (2021) “Analisis E-Commerce Terhadap Keputusan Pembelian Produk Olahan Tape Di Kabupaten Jember” Jurnal Manajemen dan Bisnis Indonesia Vol. 07 No. 02, 62-73
Sintia, L., Masnita, Y., & Kurniawati, K. (2023). The Determinants of Purchase Intention in Social Commerce. Jurnal Manajemen Bisnis, 14(1), 214-237.
Teng et al., 2014 "Examining the antecedents of persuasive eWOM messages in social media", Online Information Review, Vol. 38 No. 6, pp. 746-768. doi: 10.1108/OIR-04-2014-0089.
Tran, 2017 “Personalized ads on Facebook: an effective marketing tool for online marketers”, Journal of Retailing and Consumer Services, Vol. 39, pp. 230-242, doi: 10.1016/j.jretconser.2017. 06.010. Influencer endorsed impulse buying 1661
Pfeiffer et al., 2019 “The effect of message credibility, need for cognitive closure, and information sufficiency on thought-induced attitude change”, Marketing Letters, Vol. 30 No. 2, pp. 193-205 doi: 10.1007/s11002-019-09491-x.
Qiu et al., 2021 How can the celebrity endorsement effect help consumer engagement? A case of promoting tourism products through live streaming”, Sustainability, Vol. 13 No. 15, p. 8655 doi: 10.3390/su13158655.
Yan M et al., (2023), "An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers’ buying impulse", Internet Research, Vol. 33 No. 4, pp. 1633-1663.
Zhang et al., 2018 “Online reviews and impulse buying behavior: the role of browsing and impulsiveness”, Internet Research, Vol. 28 No. 3, pp. 522-543.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Annisa Ristya Nursaima, Yolanda Masnita, Difa Mutiara Sari
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
