Pengaruh Expertise, Interactivity, dan Popularity Terhadap Purchase Intention Melalui Trust Terhadap Nano Live Streamer Pada Pengguna TikTok Shop di Kota Padang

Rania Revalina Azhari, Arief Maulana

Abstract


Penelitian ini bertujuan menganalisis pengaruh expertise, interactivity, dan popularity terhadap purchase intention melalui trust terhadap nano live streamer pada pengguna TikTok Shop di Kota Padang. Populasi dalam penelitian ini adalah seluruh pengguna TikTok Shop di Kota Padang yang pernah menonton sesi live streaming yang dibawakan oleh nano live streamer dalam enam bulan terakhir. Sampel penelitian berjumlah 242 responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner secara daring menggunakan Google Form. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa (1) expertise berpengaruh positif dan signifikan terhadap purchase intention; (2) interactivity tidak berpengaruh signifikan terhadap purchase intention; (3) popularity berpengaruh positif dan signifikan terhadap purchase intention; (4) expertise berpengaruh positif dan signifikan terhadap trust; (5) interactivity berpengaruh positif dan signifikan terhadap trust; (6) popularity berpengaruh positif dan signifikan terhadap trust; (7) trust berpengaruh positif dan signifikan terhadap purchase intention; (8) trust mampu memediasi secara parsial pengaruh expertise terhadap purchase intention; (9) trust mampu memediasi secara penuh pengaruh interactivity terhadap purchase intention; dan (10) trust mampu memediasi secara parsial pengaruh popularity terhadap purchase intention.


Keywords


Expertise, Interactivity, Popularity, Purchase Intention, Trust terhadap Nano Live Streamer

Full Text:

PDF

References


Guo, Y., Zhang, K., & Wang, C. (2022). Way to success: Understanding top streamer’s popularity and influence from the perspective of source characteristics. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102786

Hadi, D. P., Pratama, B., Fajarwati, D., & Hadi, D. P. (2026). Comparing The Effects of Interactivity and Reputation On Purchase Intention in Tiktok Live Commerce A R T I C L E I N F O. In Jurnal Manajemen Motivasi (Vol. 22).

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.).

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). www.cengage.com/highered

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. https://doi.org/https://doi.org/10.1007/978-3-030-80519-

Huang, Y., & Mohamad, S. H. (2026). Unveiling how nano live streamers boost consumer purchase intention: The mediating role of trust in nano live streamer using PLS-SEM. Acta Psychologica, 263. https://doi.org/10.1016/j.actpsy.2026.106345

Jiang, Y., Lee, H. T., & Li, W. (2024). The effects of live streamer’s expertise and entertainment on the viewers’ purchase and follow intentions. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1383736

Korzynski, P., Protsiuk, O., Moulard, J. G., & Jain, V. (2025). Opinion leadership in a digital age: The rise of nano and micro-influencers. Telematics and Informatics, 102. https://doi.org/10.1016/j.tele.2025.102328

Ma, L., Gao, S., & Zhang, X. (2022). How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability (Switzerland), 14(2). https://doi.org/10.3390/su14021045

Masitoh, M. R., Wibowo, H. A., Prihatma, G. T., & Miharja, D. T. (2024). The Influence of Interactivity, Online Customer Reviews, and Trust on Shopee Live Streaming Users’ Impulse buying. GREENOMIKA, 6(1), 41–53. https://doi.org/10.55732/unu.gnk.2024.06.1.5

Shaadiqiin, M., & Sari, A. Y. (2024). Pengaruh Utilitarian Value, Hedonic Value, dan Social Value terhadap Continuance Purchase Intention Dimediasi Trust in Streamer pada Live Streaming TikTok Shop. Al-DYAS, 4(1), 27–45. https://doi.org/10.58578/aldyas.v4i1.4083

Todd, P. R., & Melancon, J. (2018). Gender and live-streaming: source credibility and motivation. Journal of Research in Interactive Marketing, 12(1), 79–93. https://doi.org/https://doi.org/10.1108/JRIM-05-2017-0035

Wang, C. L. (2021). New frontiers and future directions in interactive marketing: Inaugural Editorial. Journal of Research in Interactive Marketing, 15(1), 1–9. https://doi.org/10.1108/JRIM-03-2021-270

Zheng, S., Chen, J., Liao, J., & Hu, H. L. (2023). What motivates users’ viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective. Journal of Retailing and Consumer Services, 72. https://doi.org/10.1016/j.jretconser.2022.103240

Zhou, Y., & Huang, W. (2023). The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement. Economic Analysis and Policy, 78, 332–342. https://doi.org/10.1016/j.eap.2023.02.005




DOI: https://doi.org/10.17509/ijdb.v5i4.104488

Refbacks

  • There are currently no refbacks.


Copyright (c) 2026 Universitas Pendidikan Indonesia (UPI)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indonesian Journal of Digital Business is published by Universitas Pendidikan Indonesia (UPI)
and managed by Department of Digital Business
Jl. Dr. Setiabudi No.229, Kota Bandung, Indonesia - 40154
View My Stats