Pengaruh Source Credibility dan Message Credibility Natasha Surya di Tiktok LiveStreaming terhadap Perceived Persuasiveness, dan Impulsive Buying Behavior Konsumen

Rahmataini, Putri Nila and Reza Safitri,, S.Sos, M.Si, Ph.D and Dr. Bambang Dwi Prasetyo, S.Sos., M.Si., S.Sos., M.Si. (2023) Pengaruh Source Credibility dan Message Credibility Natasha Surya di Tiktok LiveStreaming terhadap Perceived Persuasiveness, dan Impulsive Buying Behavior Konsumen. Magister thesis, Universitas Brawijaya.

Abstract

Studi ini menguji model teoritis the elaboration likelihood model. Teori elaboration likelihood model (ELM) ini diterapkan pada berbagai konteks berdasarkan dari beberapa penelitian terdahulu memiliki nilai signifikansi teori yang berbeda. Masih terdapat adanya kesejangan (gap) berdasarkan penelitian dari Chang et al. (2020) dan Gao et al. (2021) yaitu pada sedikitnya pengadopsian ELM untuk menguji potensi perubahan perilaku audiens dalam konteks platform media sosial yang beragam. Sehingga penelitian ini dilakukan untuk menguji bagaimana pengaruh rute sentral yang dilihat dari kredibilitas pesan, dan rute periferal yang dilihat dari kredibilitas sumber di Tiktok live streaming Natasha Surya terhadap perceived persuasiveness dan perilaku pembelian impulsif audiens. Metodologi kuantitatif diterapkan sebagai sarana untuk menguji hubungan antar variabel dan selanjutnya dapat diukur pada instrumen. Survei dilakukan kepada 155 responden Tiktok live streaming Natasha Surya pada bulan Juli-September 2023 di seluruh Indonesia. Berdasarkan hasil analisis jalur dari prosedur structural equation modeling SmartPLS 3.0 menunjukkan bahwa message credibility pada perceived persuasiveness berpengaruh dan signifikan. Source credibility pada perceived persuasiveness berpengaruh dan signifikan. Source credibility dimediasi perceived persuasiveness berpengaruh dan signifikan pada Impulsive buying behavior. Namun message credibility dimediasi perceived persuasiveness tidak berpengaruh dan signifikan pada Impulsive buying behavior. Penelitian ini memberikan implikasi teoritis berupa pemahaman bahwa perilaku pembelian impulsif individu di Tiktok live streaming didasari oleh source credibility live streamer.

English Abstract

This study examines the theoretical model of the Elaboration Likelihood Model (ELM). The ELM theory has been applied in various contexts based on several previous studies, each contributing different significances to the theory. Disparities still exist, as indicated by the research of Chang et al., 2020, and Gao et al., 2021, particularly in the limited adoption of ELM to assess the potential behavioral changes of audiences in diverse social media platform contexts. Consequently, this research is conducted to investigate the impact of the central route, as observed through message credibility, and the peripheral route, as observed through source credibility, in Natasha Surya's TikTok live streaming on audienceperceived persuasiveness and impulsive buying behavior. Quantitative methodology is applied to examine the relationships between variables and can be subsequently measured through instruments. A survey was conducted with 155 respondents of Natasha Surya's TikTok live streaming across Indonesia from July to September 2023. The path analysis results from the Structural Equation Modeling procedure using SmartPLS 3.0 indicate that message credibility significantly influences perceived persuasiveness, as does source credibility. Source credibility, when mediated by perceived persuasiveness, significantly influences impulsive buying behavior. However, the mediation of message credibility by perceived persuasiveness does not significantly affect impulsive buying behavior. This research provides theoretical implications by elucidating that individual impulsive buying behavior on TikTok live streaming is influenced by the source credibility of the live streamer.

Item Type:	Thesis (Magister)
Identification Number:	042311
Uncontrolled Keywords:	Kredibilitas pesan; Kredibilitas sumber; Perilaku pembelian impulsif; Elaboration likelihood model (ELM); Perceived persuasiveness
Divisions:	S2/S3 > Magister Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik
Depositing User:	Unnamed user with username nova
Date Deposited:	01 Mar 2024 06:28
Last Modified:	01 Mar 2024 06:28
URI:	http://repository.ub.ac.id/id/eprint/216743

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