Pengaruh Interactions Live Streaming dan Host Credibility Terhadap Purchase Intention Pada Pengguna Platform Shopee di Kota Padang Dengan Social Presence Sebagai Variabel Mediasi

Fadhli Zikri, Yasri Yasri

Abstract


Penelitian ini bertujuan untuk membuktikan dan menganalisis pengaruh interactions live streaming dan host credibility terhadap purchase intention dengan social presence sebagai variabel mediasi pada pengguna platform Shopee di Kota Padang. Riset ini dilakukan dengan pendekatan kuantitatif kausalitas. Populasi penelitian adalah seluruh pengguna Shopee di Kota Padang yang pernah menonton dan berbelanja produk fashion melalui fitur Shopee Live. Kriteria sampel meliputi Generasi Z berusia 17–28 tahun yang ditarik menggunakan teknik purposive sampling dengan total sampel sebanyak 180 responden. Pengumpulan data dilakukan melalui kuesioner yang disebar dengan google form melalui wahtsApp. Metode analisis data dilakukan menggunakan Structural Equation Modeling (SEM) SmartPLS 4. Hasil penelitian ditemukan bahwa interactions live streaming dan host credibility berpengaruh positif dan signifikan terhadap purchase intention. Pengujian model yang sama juga berhasil membuktikan bahwa interactions live streaming berpengaruh positif dan signifikan terhadap social presence. Namun, social presence ditemukan tidak berpengaruh signifikan terhadap purchase intention. Pada tahapan pengujian pengaruh tidak langsung, ditemukan bahwa social presence tidak memediasi hubungan antara interactions live streaming terhadap purchase intention pada pengguna Shopee Live di Kota Padang.

Keywords


Host Credibility, Interactions live streaming, Purchase intention, Social presence.

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.104023

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