FAKTOR-FAKTOR YANG MEMPENGARUHI CONTINUANCE INTENTION PLATFORM LIVE SHOPPING YANG DIMODERASI KEPERCAYAAN TERHADAP PENYIAR

Raja August Parlindungan Manalu; Kurniawati Kurniawati

doi:10.30998/jabe.v11i2.25124

FAKTOR-FAKTOR YANG MEMPENGARUHI CONTINUANCE INTENTION PLATFORM LIVE SHOPPING YANG DIMODERASI KEPERCAYAAN TERHADAP PENYIAR

Raja August Parlindungan Manalu^(1*), Kurniawati Kurniawati⁽²⁾

(1) Universitas Trisakti Jakarta Indonesia
(2) Universitas Trisakti Jakarta Indonesia
(*) Corresponding Author

Abstract

Semakin populernya live streaming memberikan peluang bagi operator media sosial dan platform e-commerce untuk mengembangkan bisnis penjualan online secara live. Peluang ini membawa tantangan bagi pemilik platform tentangbagaimana memuaskan pelanggan dan mempertahankan niat mereka untuk terus menggunakan kembali platform live shopping. Penelitian ini memperluas penelitian sebelumnya yang berfokus pada perilaku konsumsi awal konsumen terkait perdagangan live streaming. Perilaku pasca adopsi konsumen terhadap live streaming perlu diteliti lebih lanjut di situasi persaingan yang semakin ketat antara para pemilik media sosial atau platform e-commerce terhadap dampak dari Visual Effect, Social Presence, Perceived Usefulness, dan Perceived Value yang mempengaruhi konsumen untuk menggunakan kembali platform live shopping menjadi fokus penelitian ini. Data dianalisis dari 346 responden yang pernah menggunakan live shopping dimedia sosial maupun e-commerce dengan metode penelitian yang digunakan adalah pengujian hipotesis. Hasil penelitian menunjukkan visual effect dan perceived usefulness, secara signifikan akan menimbulkan Perceived Value yang mempengaruhi Continuance Intention platform lives shopping. Sedangkan variabel social presence tidak berpengaruh positif terhadap Perceived Value. Penelitian ini diharapkan dapat memberikan masukan kepada penyedia platform dan pelaku usaha (UMKM) untuk mengembangkan bisnis dan mengelola loyalitas pelanggannya. Selain itu diharapkan dapat menjadi sumber informasi tambahan bagi peneliti selanjutnya dalam melakukan penelitian yang terkait dengan Continuance Intention diplatformlive shopping

Keywords

Broadcaster, Continuance intention, Live Shopping, Perceived Value

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DOI: http://dx.doi.org/10.30998/jabe.v11i2.25124