PENGARUH LIVE STREAMING TERHADAP PURCHASE INTENTION PADA THRIFT SHOP DENGAN CONSUMERS ATTITUDES SEBAGAI VARIABEL MEDIASI
STUDI KASUS PADA MAHASISWA UNIVERSITAS SEBELAS MARET SURAKARTA
:
https://doi.org/10.9744/pemasaran.18.1.40-57
Keywords:
live streaming, stimuli-organism-response (SOR), stimulus lingkungan, sikap konsumenAbstract
Penelitian ini bertujuan untuk menguji pengaruh live streaming terhadap minat konsumen untuk melakukan pembelian setelah menonton live streaming pada thrift shop dengan sikap konsumen sebagai variabel mediasi. Penelitian ini merupakan penelitian kuantitatif. Model Stimuli-Organism-Response (SOR) digunakan sebagai kerangka teoritis, dan kuesioner terstruktur digunakan untuk mengumpulkan data. Sebanyak 166 mahasiswa Universitas Sebelas Maret yang memiliki pengalaman sebelumnya dengan pemasaran live streaming pada thrift shop menjadi sampel penelitian ini. Teknik pengambilan sampel yang digunakan yaitu nonprobability purposive sampling. Analisis data menggunakan metode structural equation modelling (SEM-PLS). Live Streaming menjadi model second-order construct dari stimulus lingkungan berupa informativeness, wishful identification, para-social relationship dan inspiration. Hasil penelitian menunjukkan bahwa live streaming memiliki pengaruh positif dan signifikan terhadap sikap konsumen pada live streamer dan produk serta pada minat untuk membeli, dan sikap konsumen pada produk dapat memediasi hubungan antara live streaming dengan minat membeli. Sementara, sikap konsumen pada live streamer tidak mampu memediasi hubungan antara live streaming dengan minat membeli.
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