Analisis Pengaruh Live streaming Shopee oleh Influencer terhadap Minat Beli Konsumen di Kalangan Mahasiswa
Kata Kunci:
live streaming, influencer, online shopping, e-commerce, sor modelAbstrak
Layanan belanja interaktif online khususnya live streaming e-commerce, telah muncul sebagai tren yang berkembang pesat dengan popularitas yang meluas di seluruh dunia. Live streaming di Shopee oleh para influencer telah terbukti menjadi strategi yang sangat efektif untuk meningkatkan penjualan di Indonesia dan berhasil menjual ribuan produk dalam sesi live mereka. Penelitian ini mengadopsi kerangka kerja SOR (Stimulus, Organism, Response) yang menjelaskan bagaimana lingkungan eksternal dapat memengaruhi kondisi internal dan perilaku seseorang. Penelitian ini menerapkan metode deskriptif kuantitatif dengan menyebarkan kuesioner, menggunakan teknik non-probability sampling, dengan jenis purposive sampling. Data dikumpulkan melalui survei yang melibatkan 140 responden. Responden yang dipilih adalah mahasiswa aktif angkatan 2019-2023 yang berdomisili di Pulau Jawa dengan tingkat ekonomi menengah keatas. Hasil analisis menemukan bahwa keahlian (expertise) pada influencer dan layanan purna jual (post-sales service) berdampak signifikan pada kepercayaan (trust) konsumen. Disisi lain keahlian (expertise) dan jadwal live streaming (live streaming schedule) memiliki pengaruh yang signifikan pada impulsivitas (impulsiveness) konsumen. Kepercayaan (trust) dan impulsivitas (impulsiveness) merupakan dua variabel pemicu respon berupa minat pembelian (purchasing intention) di kalangan mahasiswa. Melalui analisis pengaruh live streaming Shopee oleh influencer terhadap minat beli konsumen di kalangan mahasiswa, penelitian ini membantu memahami peran strategi pemasaran baru dalam memengaruhi perilaku konsumen.
Referensi
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Journal of Retailing and Consumer Services, 66(May), 102904. https://doi.org/10.1016/j.jretconser.2021.102904.
Brown D. & Hayes N. (2008). Influencer Marketing : Who Really Influences Your Customers? Elsevier/Butterworth-Heinemann.
Ghozali, Imam. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Edisi 9. Semarang : Universitas Diponegoro.
Hou, Fangfang & Guan, Zhengzhi & Li, Boying & Chong, Alain. (2019). Factors Influencing People’s Continuous Watching Intention And Consumption Intention in Live Streaming: Evidence From China. Internet Research.
Santora, J. 2022. 18 influencer marketing trends to watch in 2022, 4 February 2022. https://influencermarketinghub.com/influencer-marketing-trends/.
Jakpat. (2021). Jajak Pendapat Special Report Edisi Semester 1, diakses pada tanggal 11 Mei 2024, https://jakpat.net/.
Johnstone, L., Lindh, C., 2022. Sustainably Sustaining (Online) Fashion Consumption: Using Influencers to Promote Sustainable (Un)Planned Behaviour in Europe’s Millennials.
Kacen, J. J., and Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. J. Consum. Psychol. 12, 163–176. doi: 10.1207/153276602760078686.
Koo, D. M., and Ju, S. H. (2010). The international effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Comput. Human Behav. 26, 377–388. doi: 10.1016/j.chb.2009.11.009
Liao, J., Dong, X., and Guo, Y. (2020). Examining knowledge contribution in firm- versus consumer-hosted virtual brand community. Electron. Commer. Res. Appl. 41. doi: 10.1016/j.elerap.2020.100963.
Meng, L., Liu, F. J., Chen, S. Y., and Duan, K. (2020). Can I evoke you? A study on the influence mechanism of information source characteristics of different types of live broadcasting celebrity on consumers’ willingness to purchase. Nankai Bus. Rev. 23, 131–143. doi: 10.3969/j.issn.1008-3448. 2020.01.013
Nursiyono, Joko Ade dan Pray P.H Nadeak. (2016). Setetes ilmu regresi linier. Malang: Media Nusa Creative.
Park, Minjung dan Sharron J. Lennon. 2008. Brand name and promotion in online shopping contexts, Journal of Fashion Marketing and Management Vol. 13 No. 2, 2009 pp. 149-160.
Priyatno, Duwi. (2016). Belajar Alat Analisis Data Dan Cara Pengolahannya Dengan SPSS. Yogyakarta : Gava Media.
Sugiyono. (2012). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Wang X, Aisihaer N & Aihemaiti A (2022). Research on the impact of live streaming marketing by online influencers on consumer purchasing intention.
Xie, Y., Li, C., Gao, P., and Liu, Y. (2019). The effect and mechanism of social presence in live marketing on online herd consumption from behavioral and neurophysiology perspectives. Adv. Psychol. Sci. 27, 990. doi: 10.3724/SP.J.1042.2019.00990.
Zhang, K. Z. K., and Benyoucef, M. (2016). Consumer behavior in social commerce: a literature review. Decis. Support Syst. 86, 95–108. doi: 10.1016/j.dss.2016.04.001
Bu, Y., Parkinson, J., & Thaichon, P. (2022). Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention.
Journal of Retailing and Consumer Services, 66(May), 102904. https://doi.org/10.1016/j.jretconser.2021.102904.
Brown D. & Hayes N. (2008). Influencer Marketing : Who Really Influences Your Customers? Elsevier/Butterworth-Heinemann.
Ghozali, Imam. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Edisi 9. Semarang : Universitas Diponegoro.
Hou, Fangfang & Guan, Zhengzhi & Li, Boying & Chong, Alain. (2019). Factors Influencing People’s Continuous Watching Intention And Consumption Intention in Live Streaming: Evidence From China. Internet Research.
Santora, J. 2022. 18 influencer marketing trends to watch in 2022, 4 February 2022. https://influencermarketinghub.com/influencer-marketing-trends/.
Jakpat. (2021). Jajak Pendapat Special Report Edisi Semester 1, diakses pada tanggal 11 Mei 2024, https://jakpat.net/.
Johnstone, L., Lindh, C., 2022. Sustainably Sustaining (Online) Fashion Consumption: Using Influencers to Promote Sustainable (Un)Planned Behaviour in Europe’s Millennials.
Kacen, J. J., and Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. J. Consum. Psychol. 12, 163–176. doi: 10.1207/153276602760078686.
Koo, D. M., and Ju, S. H. (2010). The international effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Comput. Human Behav. 26, 377–388. doi: 10.1016/j.chb.2009.11.009
Liao, J., Dong, X., and Guo, Y. (2020). Examining knowledge contribution in firm- versus consumer-hosted virtual brand community. Electron. Commer. Res. Appl. 41. doi: 10.1016/j.elerap.2020.100963.
Meng, L., Liu, F. J., Chen, S. Y., and Duan, K. (2020). Can I evoke you? A study on the influence mechanism of information source characteristics of different types of live broadcasting celebrity on consumers’ willingness to purchase. Nankai Bus. Rev. 23, 131–143. doi: 10.3969/j.issn.1008-3448. 2020.01.013
Nursiyono, Joko Ade dan Pray P.H Nadeak. (2016). Setetes ilmu regresi linier. Malang: Media Nusa Creative.
Park, Minjung dan Sharron J. Lennon. 2008. Brand name and promotion in online shopping contexts, Journal of Fashion Marketing and Management Vol. 13 No. 2, 2009 pp. 149-160.
Priyatno, Duwi. (2016). Belajar Alat Analisis Data Dan Cara Pengolahannya Dengan SPSS. Yogyakarta : Gava Media.
Sugiyono. (2012). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Wang X, Aisihaer N & Aihemaiti A (2022). Research on the impact of live streaming marketing by online influencers on consumer purchasing intention.
Xie, Y., Li, C., Gao, P., and Liu, Y. (2019). The effect and mechanism of social presence in live marketing on online herd consumption from behavioral and neurophysiology perspectives. Adv. Psychol. Sci. 27, 990. doi: 10.3724/SP.J.1042.2019.00990.
Zhang, K. Z. K., and Benyoucef, M. (2016). Consumer behavior in social commerce: a literature review. Decis. Support Syst. 86, 95–108. doi: 10.1016/j.dss.2016.04.001
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