Analisis Pengaruh Keterjangkauan Teknologi Informasi pada Live Streaming Shopping Platform Shopee terhadap Minat Beli Mahasiswa Kota Malang
Kata Kunci:
live shopping, minat beli, keterjangkauan teknologi informasiAbstrak
Para pelaku bisnis terus melakukan inovasi dalam metode penjualan sebagai strategi pemasaran produk mereka. Live shopping menjadi salah satu strategi penjualan yang sedang populer serta diminati oleh banyak orang saat ini. Tren live shopping ini banyak di adaptasi oleh beberapa platform e-commerce, salah satunya adalah Shopee. Menurut beberapa survei, live shopping Shopee menjadi platform teratas sebagai media berbelanja, namun menempati urutan kedua sebagai media berjualan. Survei lain menunjukan bahwa Gen Z lebih memilih menggunakan platform lain sebagai platform live shopping favorit mereka. Padahal pangsa pasara potensial bagi pelaku bisnis adalah Gen Z. Peneliti menemukan beberapa permasalahan yang dialami mahasiswa Kota Malang saat mengikuti kegiatan live shopping Shopee berkaitan dengan aspek keterjangkauan teknologi informasi. Permasalahan tersebut memengaruhi perilaku pembelian mereka. Penelitian ini bertujuan untuk mengkaji lebih rinci terkait aspek keterjangkauan teknologi informasi (metavoicing, guidance shopping, dan triggered attending) pada live shopping Shopee yang memengaruhi minat beli mahasiswa Kota Malang. Penelitian ini menggunakan pendekatan kuantitatif dengan menerapkan metode analisis regresi linear berganda terhadap data yang didapat dari 67 responden. Hasil penelitian menunjukkan bahwa terdapat dua variabel yang berpengaruh positif terhadap minat beli mahasiswa Kota Malang yaitu guidance shopping dan triggered attending. Namun, pengaruh variabel metavoicing terhadap minat beli mahasiswa di Kota Malang tidak menunjukkan pengaruh positif.
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Cousins, K. dan Robey, D., 2015. Managing work-life boundaries with mobile technologies. Information Technology & People, 28(1), pp.34–71. https://doi.org/10.1108/ITP-08-2013-0155.
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, .
Ghozali, I., 2018. Aplikasi Analisis Multivariat dengan Program SPSS. Semarang: Badan Penerbitan Universitas Diponegoro.
Hair, J.F., Tatham, R.L., Anderson, R.E. dan Black, W., 1998. Multivariate Data Analysis (5th Edition). 5th ed. [online] Prentice Hall. Available at: <http://www.amazon.ca/exec/obidos/redirect?tag=citeulike09-20&path=ASIN/0138948585>.
Hu, M. dan Chaudhry, S.S., 2020. Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), pp.1019–1041. https://doi.org/10.1108/INTR-03-2019-0082.
IWC, 2023. Bidik Pasar Gen Z, Pengusaha Wajib Berstrategi.
Jakpat, 2023. Preferensi Platform Live Shopping Tiap Generasi.
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.
Ninja Express, 2023. Suara UKM Negeri Vol.2.
Nurani, E.S. dan Haryanto, J.O., 2010. PENGARUH CELEBRITY ENDORSER, BRAND ASSOCIATION, BRAND PERSONALITY DAN PRODUCT CHARACTERISTICS DALAM MENCIPTAKAN INTENSI PEMBELIAN (Studi pada Iklan Kuku Bima Ener-G Rosa Versi Chris John). Journal of Business Strategy and Execution, [online] 2(2), pp.104–125. Available at: <https://journal.binus.ac.id/index.php/JBSE/article/view/197>.
Okedukasi, 2022. Alasan Mengapa Malang Disebut Kota Pendidikan.
Permana, M.S. dan Haryanto, J.O., 2014. Pengaruh Country of Origin, Brand Image Dan Persepsi Kualitas Terhadap Intensi Pembelian. Jurnal Manajemen Untar, 18(3).
Piccoli, G., 2016. Triggered essential reviewing: the effect of technology affordances on service experience evaluations. European Journal of Information Systems, [online] 25(6), pp.477–492. https://doi.org/10.1057/s41303-016-0019-9.
Populix, 2023. Understanding Live Streaming Shopping Ecosystem in Indonesia.
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.
Sugiyono, 2017. Statistika Untuk Penelitian. Bandung: Alfabeta.
Sugiyono, 2018. Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono dan Susanto, A., 2015. Cara Mudah Belajar SPSS & Lisrel. Bandung: 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, [online] 37, p.100886. https://doi.org/https://doi.org/10.1016/j.elerap.2019.100886.
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