Analisis Pengaruh Keterjangkauan Teknologi Informasi pada Live Streaming Shopping terhadap Minat Beli Mahasiswa
Kata Kunci:
Keterjangkauan Teknologi Informasi, Minat Beli, live shoppingAbstrak
Metode pemasaran dan penjualan di Indonesia terus berkembang, dipicu oleh munculnya fenomena live shopping. Beberapa platform e-commerce berlomba-lomba mengadopsi fitur live shopping, salah satunya TikTok. Live shopping TikTok menjadi pilihan teratas yang paling banyak digunakan sebagai media berjualan, namun tidak menjadi pilihan pertama berbelanja oleh konsumen. Ditemukan beberapa permasalahan yang dialami mahasiswa Universitas Brawijaya ketika mengikuti live shopping TikTok berkaitan dengan aspek-aspek keterjangkauan teknologi informasi. Permasalahan tersebut rupanya juga memengaruhi perilaku pembelian mereka. Penelitian ini bertujuan untuk mengkaji lebih rinci terkait aspek keterjangkauan teknologi informasi pada live streaming shopping yang memengaruhi minat beli mahasiswa. Aspek keterjangkauan teknologi informasi yang diteliti yakni visibility, metavoicing, guidance shopping, dan triggered attending. Pengumpulan data dilakukan menggunakan kuesioner dengan jumlah sampel sebanyak 80 responden. Metode analisis data yang digunakan adalah Generalized Linear Model (GLM). Hasil penelitian mengungkapkan bahwa tiga dari empat hipotesis dapat diterima, yaitu metavoicing, guidance shopping, dan triggered attending terbukti berpengaruh terhadap minat beli mahasiswa. Sementara variabel visibility tidak berpengaruh terhadap minat beli mahasiswa.
Referensi
Anisa, D.K. dan Marlena, N., 2022. Pengaruh User Generated Content Dan E-Wom Pada Aplikasi Tik-Tok Terhadap Purchase Intention Produk Fashion. Jurnal Sinar Manajemen, 9(2), pp.207–218. https://doi.org/10.56338/jsm.v9i2.2610.
Dong, X. dan Wang, T., 2018. Social tie formation in Chinese online social commerce: The role of IT affordances. International Journal of Information Management, 42, pp.49–64. https://doi.org/10.1016/j.ijinfomgt.2018.06.002.
Dong, X., Wang, T. dan Benbasat, I., 2016. Measuring IT affordance in OSC IT Affordances in Online Social Commerce: Conceptualization Validation and Scale Development Full papers. Americas Conference on Information Systems.
Faust, F., Roepke, G., Catecati, T., Araujo, F., Ferreira, M.G.G. dan Albertazzi, D., 2012. Use of augmented reality in the usability evaluation of products. Work, 41, pp.1164–1167. https://doi.org/10.3233/WOR-2012-0298-1164.
Fransiska, V. dan Paramita, S., 2020. Live Shopping dalam Industri Komunikasi Digital melalui Instagram. Prologia, [online] 4(1), pp.67–74. Tersedia di: .
Hair, J.F., Black, W.C., Babin, B.J. dan Anderson, R.E., 2018. Multivariate Data Analysis. 8th ed. Cengage Learning.
Huda, M., 2023. Universitas Brawijaya Malang Nomor 2! Ini 5 Kampus dengan Mahasiswa Terbanyak di Indonesia, Tembus Jutaan! [online] Jatim Network. Available at: <https://www.jatimnetwork.com> [Diakses pada 23 Desember 2023].
Juliana, H., 2023. Pengaruh Siaran Langsung Dan Manfaat Yang Dirasakan Terhadap Niat Beli Melalui Kepercayaan Konsumen Pada Aplikasi Tiktok Shop. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi, 1(6), pp.1517–1538. https://doi.org/10.54443/sinomika.v1i6.754.
Katadata, 2023. Kelompok Anak Muda Jadi Pengguna Terbesar TikTok, Usia Berapa Mereka? [online] Tersedia di: <https://databoks.katadata.co.id> [Diakses pada 23 Desember 2023].
Kotler, P. dan Keller, K.L., 2016. Marketing Management. 15th ed. Harlow: Essex Pearson Education Limited.
Liu, X. dan Kim, S.H., 2021. Beyond shopping: The motivations and experience of live stream shopping viewers. In: 2021 13th International Conference on Quality of Multimedia Experience, QoMEX 2021. Institute of Electrical and Electronics Engineers Inc. pp.187–192. https://doi.org/10.1109/QoMEX51781.2021.9465387.
Maghfiroh, N. dan Palupi, G.S., 2023. Analisis Pengaruh Variabel Keterjangkauan Teknologi Informasi dalam Live Streaming Shopping Tiktok pada Minat Pembelian. Journal of Emerging Information Systems and Business Intelligence, 4(4), pp.26–36.
Majchrzak, A., Faraj, S., Kane, G.C. dan Azad, B., 2013. The Contradictory Influence of Social Media Affordances on Online Communal Knowledge Sharing. Journal of Computer-Mediated Communication, 19(1), pp.38–55. https://doi.org/10.1111/jcc4.12030.
Mishra, P., Pandey, C., Singh, U., Gupta, A., Sahu, C. dan Keshri, A., 2019. Descriptive statistics and normality tests for statistical data. Annals of Cardiac Anaesthesia, 22(1), p.67. https://doi.org/10.4103/aca.ACA_157_18.
Piccoli, G., 2016. Triggered essential reviewing: the effect of technology affordances on service experience evaluations. European Journal of Information Systems, 25(6), pp.477–492. https://doi.org/10.1057/s41303-016-0019-9.
Populix, 2023. Understanding Live Streaming Shopping Ecosystem in Indonesia.
Puspawati, N.N.N. dan Febrianta, M.Y., 2023. ANALISIS PENGARUH KETERJANGKAUAN TEKNOLOGI INFORMASI DALAM LIVE SHOPPING UNTUK MENCIPTAKAN PURCHASE INTENTION PADA LIVE SHOPPING TIKTOK. 7(2), pp.640–665.
Ramdani, F., 2019. Kuriositas: Metode Ilmiah Penelitian Teknologi Informasi. Malang: Universitas Brawijaya Press.
Saffanah, L., Handayani, P.W. and Sunarso, F.P., 2023. Actual purchases on Instagram Live Shopping: The influence of live shopping engagement and information technology affordance. Asia Pacific Management Review, 28(2), pp.204–214. https://doi.org/10.1016/j.apmrv.2022.09.002.
Shen, H., Zhao, C., Fan, D.X.F. dan Buhalis, D., 2022. The effect of hotel livestreaming on viewers’ purchase intention: Exploring the role of parasocial interaction and emotional engagement. International Journal of Hospitality Management, 107, p.103348. https://doi.org/10.1016/j.ijhm.2022.103348.
Sugiyono, 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV. Alfabeta.
Sun, Y., Shao, X., Li, X., Guo, Y. dan Nie, K., 2019. How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37. https://doi.org/10.1016/j.elerap.2019.100886.
Volkoff, O. dan Strong, D.M., 2013. Critical Realism and Affordances: Theorizing IT-Associated Organizational Change Processes. MIS Quarterly, 37(3), pp.819–834. https://doi.org/10.25300/MISQ/2013/37.3.07.
Xiao dan Benbasat, 2011. Product-Related Deception in E-Commerce: A Theoretical Perspective. MIS Quarterly, 35(1), pp.169–195. https://doi.org/10.2307/23043494.
Yurindera, N., 2023. Minat Beli pada Live Shopping TikTok berdasarkan Sales Promotion dan Influencer Credibility. Jurnal Esensi Infokom.
Zhang, M., Liu, Y., Wang, Y. dan Zhao, L., 2022. How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective. Computers in Human Behavior, 127, p.107052. https://doi.org/10.1016/j.chb.2021.107052.
Anisa, D.K. dan Marlena, N., 2022. Pengaruh User Generated Content Dan E-Wom Pada Aplikasi Tik-Tok Terhadap Purchase Intention Produk Fashion. Jurnal Sinar Manajemen, 9(2), pp.207–218. https://doi.org/10.56338/jsm.v9i2.2610.
Dong, X. dan Wang, T., 2018. Social tie formation in Chinese online social commerce: The role of IT affordances. International Journal of Information Management, 42, pp.49–64. https://doi.org/10.1016/j.ijinfomgt.2018.06.002.
Dong, X., Wang, T. dan Benbasat, I., 2016. Measuring IT affordance in OSC IT Affordances in Online Social Commerce: Conceptualization Validation and Scale Development Full papers. Americas Conference on Information Systems.
Faust, F., Roepke, G., Catecati, T., Araujo, F., Ferreira, M.G.G. dan Albertazzi, D., 2012. Use of augmented reality in the usability evaluation of products. Work, 41, pp.1164–1167. https://doi.org/10.3233/WOR-2012-0298-1164.
Fransiska, V. dan Paramita, S., 2020. Live Shopping dalam Industri Komunikasi Digital melalui Instagram. Prologia, [online] 4(1), pp.67–74. Tersedia di: .
Hair, J.F., Black, W.C., Babin, B.J. dan Anderson, R.E., 2018. Multivariate Data Analysis. 8th ed. Cengage Learning.
Huda, M., 2023. Universitas Brawijaya Malang Nomor 2! Ini 5 Kampus dengan Mahasiswa Terbanyak di Indonesia, Tembus Jutaan! [online] Jatim Network. Available at: <https://www.jatimnetwork.com> [Diakses pada 23 Desember 2023].
Juliana, H., 2023. Pengaruh Siaran Langsung Dan Manfaat Yang Dirasakan Terhadap Niat Beli Melalui Kepercayaan Konsumen Pada Aplikasi Tiktok Shop. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi, 1(6), pp.1517–1538. https://doi.org/10.54443/sinomika.v1i6.754.
Katadata, 2023. Kelompok Anak Muda Jadi Pengguna Terbesar TikTok, Usia Berapa Mereka? [online] Tersedia di: <https://databoks.katadata.co.id> [Diakses pada 23 Desember 2023].
Kotler, P. dan Keller, K.L., 2016. Marketing Management. 15th ed. Harlow: Essex Pearson Education Limited.
Liu, X. dan Kim, S.H., 2021. Beyond shopping: The motivations and experience of live stream shopping viewers. In: 2021 13th International Conference on Quality of Multimedia Experience, QoMEX 2021. Institute of Electrical and Electronics Engineers Inc. pp.187–192. https://doi.org/10.1109/QoMEX51781.2021.9465387.
Maghfiroh, N. dan Palupi, G.S., 2023. Analisis Pengaruh Variabel Keterjangkauan Teknologi Informasi dalam Live Streaming Shopping Tiktok pada Minat Pembelian. Journal of Emerging Information Systems and Business Intelligence, 4(4), pp.26–36.
Majchrzak, A., Faraj, S., Kane, G.C. dan Azad, B., 2013. The Contradictory Influence of Social Media Affordances on Online Communal Knowledge Sharing. Journal of Computer-Mediated Communication, 19(1), pp.38–55. https://doi.org/10.1111/jcc4.12030.
Mishra, P., Pandey, C., Singh, U., Gupta, A., Sahu, C. dan Keshri, A., 2019. Descriptive statistics and normality tests for statistical data. Annals of Cardiac Anaesthesia, 22(1), p.67. https://doi.org/10.4103/aca.ACA_157_18.
Piccoli, G., 2016. Triggered essential reviewing: the effect of technology affordances on service experience evaluations. European Journal of Information Systems, 25(6), pp.477–492. https://doi.org/10.1057/s41303-016-0019-9.
Populix, 2023. Understanding Live Streaming Shopping Ecosystem in Indonesia.
Puspawati, N.N.N. dan Febrianta, M.Y., 2023. ANALISIS PENGARUH KETERJANGKAUAN TEKNOLOGI INFORMASI DALAM LIVE SHOPPING UNTUK MENCIPTAKAN PURCHASE INTENTION PADA LIVE SHOPPING TIKTOK. 7(2), pp.640–665.
Ramdani, F., 2019. Kuriositas: Metode Ilmiah Penelitian Teknologi Informasi. Malang: Universitas Brawijaya Press.
Saffanah, L., Handayani, P.W. and Sunarso, F.P., 2023. Actual purchases on Instagram Live Shopping: The influence of live shopping engagement and information technology affordance. Asia Pacific Management Review, 28(2), pp.204–214. https://doi.org/10.1016/j.apmrv.2022.09.002.
Shen, H., Zhao, C., Fan, D.X.F. dan Buhalis, D., 2022. The effect of hotel livestreaming on viewers’ purchase intention: Exploring the role of parasocial interaction and emotional engagement. International Journal of Hospitality Management, 107, p.103348. https://doi.org/10.1016/j.ijhm.2022.103348.
Sugiyono, 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV. Alfabeta.
Sun, Y., Shao, X., Li, X., Guo, Y. dan Nie, K., 2019. How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37. https://doi.org/10.1016/j.elerap.2019.100886.
Volkoff, O. dan Strong, D.M., 2013. Critical Realism and Affordances: Theorizing IT-Associated Organizational Change Processes. MIS Quarterly, 37(3), pp.819–834. https://doi.org/10.25300/MISQ/2013/37.3.07.
Xiao dan Benbasat, 2011. Product-Related Deception in E-Commerce: A Theoretical Perspective. MIS Quarterly, 35(1), pp.169–195. https://doi.org/10.2307/23043494.
Yurindera, N., 2023. Minat Beli pada Live Shopping TikTok berdasarkan Sales Promotion dan Influencer Credibility. Jurnal Esensi Infokom.
Zhang, M., Liu, Y., Wang, Y. dan Zhao, L., 2022. How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective. Computers in Human Behavior, 127, p.107052. https://doi.org/10.1016/j.chb.2021.107052.
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2024 Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
