Pengaruh Instant Feedback on Product Information dan Perceived Product Knowledge of Streamers terhadap Impulsive Buying yang Dimediasi oleh Product Affective Involvement pada Konsumen TikTok Shop Indonesia

Erlangga Dwi Firmansyah, Soepatini Soepatini

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Instant Feedback on Product Information dan Perceived Product Knowledge of Streamers terhadap Impulsive Buying dengan Product Affective Involvement sebagai variabel mediasi pada konsumen TikTok Shop Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner daring terhadap 150 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Pengujian model meliputi evaluasi model pengukuran, model struktural, serta pengujian hipotesis melalui teknik bootstrapping. Hasil penelitian menunjukkan bahwa Instant Feedback on Product Information dan Perceived Product Knowledge of Streamers berpengaruh positif dan signifikan terhadap Product Affective Involvement maupun Impulsive Buying. Namun, Product Affective Involvement tidak berpengaruh signifikan terhadap Impulsive Buying dan tidak terbukti memediasi pengaruh kedua variabel independen terhadap Impulsive Buying. Temuan ini menunjukkan bahwa respons informasi yang cepat dan pengetahuan produk streamer berperan langsung dalam mendorong pembelian impulsif, sedangkan keterlibatan afektif belum terbukti menjadi mekanisme mediasi yang signifikan.

Keywords


Impulsive Buying, Instant Feedback on Product Information, Perceived Product Knowledge of Streamers, Product Affective Involvement, TikTok Shop.

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References


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DOI: https://doi.org/10.17509/ijdb.v6i1.107085

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