Pengaruh Kredibilitas Streamer, Interaktivitas, dan Kualitas Informasi pada Live Streaming YouTube terhadap Keputusan Pembelian Game di Platform Steam

Asrul Safi’i, Kussudyarsana Kussudyarsana

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh kredibilitas streamer, interaktivitas, dan kualitas informasi pada live streaming YouTube terhadap keputusan pembelian game di platform Steam. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan data primer yang dikumpulkan melalui kuesioner daring kepada 157 anggota komunitas Discord Motion IME yang pernah menonton live streaming Windah Basudara dan membeli game di Steam. Sampel dipilih menggunakan teknik purposive sampling, sedangkan pengukuran variabel menggunakan skala Likert lima poin. Data dianalisis menggunakan IBM SPSS Statistics 27 melalui uji kualitas instrumen, uji asumsi klasik, dan regresi linear berganda. Pengujian hipotesis dilakukan melalui uji t dan uji F dengan tingkat signifikansi 5%. Hasil penelitian menunjukkan bahwa kredibilitas streamer, interaktivitas, dan kualitas informasi masing-masing berpengaruh positif dan signifikan terhadap keputusan pembelian game di Steam. Ketiga variabel tersebut juga berpengaruh signifikan secara simultan. Nilai Adjusted R Square sebesar 0,498 menunjukkan bahwa model mampu menjelaskan 49,8% variasi keputusan pembelian, sedangkan 50,2% sisanya dijelaskan oleh faktor lain di luar model penelitian.

Keywords


Interaktivitas, Keputusan Pembelian, Kualitas Informasi, Kredibilitas Streamer, Live Streaming.

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DOI: https://doi.org/10.17509/ijdb.v6i1.107185

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