Pengaruh Live Streaming dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Pada Aplikasi TikTok
DOI:
https://doi.org/10.54342/49hqrt08Keywords:
live streaming, kepercayaan konsumen, Keputusan PembelianAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh live streaming dan kepercayaan konsumen terhadap keputusan pembelian pada pengguna TikTok Shop. Latar belakang penelitian didasarkan pada meningkatnya tren belanja digital yang semakin interaktif melalui fitur live streaming. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 96 responden aktif. Data dianalisis dengan regresi linier berganda untuk menguji pengaruh secara parsial maupun simultan. Hasil penelitian menunjukkan bahwa live streaming berpengaruh positif dan signifikan terhadap keputusan pembelian karena mampu meningkatkan interaksi secara langsung (real time) dan keterlibatan konsumen. Kepercayaan konsumen juga terbukti berpengaruh positif dan signifikan karena memperkuat keyakinan terhadap kredibilitas penjual serta kualitas produk. Secara simultan, kedua variabel menjelaskan 65,2% variasi keputusan pembelian. Temuan ini menunjukkan bahwa pemanfaatan optimal live streaming serta penguatan kepercayaan konsumen merupakan strategi utama dalam meningkatkan efektivitas pemasaran digital pada platform TikTok.
References
Akram, U., Junaid, M., Zafar, A. U., Li, Z., & Fan, M. (2021). Online purchase intention in Chinese social commerce platforms: Being emotional or rational? Journal of Retailing and Consumer Services, 59, 102394. https://doi.org/10.1016/j.jretconser.2020.102394
Anisa, A., Putri, R. M., & Ramadhan, Y. (2022). Strategi komunikasi pemasaran digital melalui live streaming di TikTok. Jurnal Komunikasi Pemberdayaan, 1(2), 120–134. https://doi.org/10.47431/jkp.v1i2.230
Audina, P., & Oktora, A. (2022). The effect of live streaming commerce on consumer trust and purchase intention in Indonesia. Jurnal Manajemen dan Kewirausahaan, 24(2), 145–157. https://doi.org/10.9744/jmk.24.2.145-157
Chen, C. C., & Lin, Y. C. (2021). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 57, 101508. https://doi.org/10.1016/j.tele.2020.101508
Chen, Y., Wang, X., & Wang, Y. (2024). Exploring consumer trust in live streaming commerce: The role of transparency and authenticity. Electronic Commerce Research and Applications, 61, 101321. https://doi.org/10.1016/j.elerap.2024.101321
Fortuna, A., Siregar, D., & Lestari, N. (2023). Trust as a mediator of purchase intention in TikTok Live Indonesia. Jurnal Ekonomi dan Bisnis, 26(1), 33–45. https://doi.org/10.24914/jeb.v26i1.3562
Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019–1041. https://doi.org/10.1108/INTR-03-2019-0082
Kim, S., Park, H., & Choi, Y. (2021). The role of trust in online shopping: Focusing on security and consumer reviews. Sustainability, 13(12), 6886. https://doi.org/10.3390/su13126886
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Larasati, D., Yuliani, N., & Putra, A. (2025). The effect of live streaming on consumer engagement in fashion products. Jurnal Bisnis Digital, 3(1), 22–34. [Tanpa DOI]
Langi, C. C., Rumokoy, F. S., & Worang, F. G. (2025). Pengaruh kepercayaan konsumen terhadap keputusan pembelian online melalui TikTok Shop. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 13(1), 112–123. https://doi.org/10.35794/emba.v13i01.60554
McKnight, D. H., Carter, M., Thatcher, J. B., & Clay, P. F. (2017). Trust in a specific technology: An investigation of its components and measures. ACM Transactions on Management Information Systems, 8(4), 1–25. https://doi.org/10.1145/3152891
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2019). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 101, 353–359. https://doi.org/10.1016/j.chb.2019.07.017
Saputra, R., & Rahayu, E. (2022). Pengaruh live streaming di TikTok Shop terhadap minat beli konsumen. Jurnal Ekonomi Manajemen, 10(2), 120–134. [Tanpa DOI]
Schiffman, L., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson.
Setiawan, A., Putri, R., & Hidayat, M. (2025). Community interaction and consumer trust in TikTok Live. Jurnal Teknologi dan Informasi, 7(1), 77–89. [Tanpa DOI]
Statista. (2023). Number of monthly active TikTok users worldwide from 2018 to 2023. https://www.statista.com/
Stefani, V., Pramudita, H., & Nugraha, Y. (2023). The mediating role of trust on online review, live streaming, and purchase decision in e-commerce. Jurnal Ilmiah Manajemen, 11(3), 202–215. [Tanpa DOI]
Wang, L., & Li, J. (2022). Scarcity promotion in live streaming commerce: The role of urgency and exclusivity. Journal of Retailing and Consumer Services, 64, 102757. https://doi.org/10.1016/j.jretconser.2021.102757
Wang, X., & Yu, C. (2019). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and trust. International Journal of Information Management, 48, 50–68. https://doi.org/10.1016/j.ijinfomgt.2019.01.006
Xu, X., Pratt, S., & Wang, C. (2020). How live streaming affects purchase intentions in social commerce: An experimental study. Journal of Business Research, 123, 85–93. https://doi.org/10.1016/j.jbusres.2020.09.034
Yudha, R., Santoso, A., & Permana, B. (2025). The role of live streaming and consumer trust in Generation Z purchase decisions. Jurnal Ekonomi Digital, 5(2), 110–122. [Tanpa DOI]
Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2021). The impact of live streaming on online purchase intention: The mediating role of consumer engagement. Electronic Commerce Research and Applications, 49, 101094. https://doi.org/10.1016/j.elerap.2021.101094
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Rezky Vinte Nate, Tuwisna, Devi Kumala
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
.jpg){kind=logo}
