Kurnia, Nur Fera Indah and Rizki Yudhi Dewantara, S.Sos, M.AP. (2024) Pengaruh Live-Streamer Credibility pada Penjualan Online Produk Fesyen di Shopee Live terhadap Purchase Intention melalui Consumer Trust sebagai Pemediasi (Survei pada Mahasiswa Sarjana Fakultas Ilmu Administrasi Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan guna mengkaji lebih lanjut dan mengatasi kesenjangan penelitian dalam menjelaskan dan memprediksi hubungan antara variabel livestreamer credibility terhadap variabel niat beli mahasiswa dalam belanja livestreaming produk fesyen di Shopee Live. Penelitian ini juga mencoba untuk memahami apakah variabel kepercayaan konsumen memainkan peran mediator dalam dampak hubungan ini. Adapun jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Analisis Partial Least Square Structural Equation Modelling (SEM-PLS) digunakan untuk untuk menganalisis data sebanyak 145 mahasiswa S1 FIA UB tahun angakatan 2020/ 2021, 2021/ 2022, dan 2022/ 2022 yang memiliki pengalaman menonton Shopee Live produk fesyen. Teknik pengambilan sampel yang digunakan adalah teknik non probability sampling dengan metode purposive sampling. Hasil pengujian PLS menunjukkan bahwa: (1) Live-streamer credibility berpengaruh secara signifikan dan positif terhadap consumer trust kepada penjual produk fesyen di Shopee Live; (2) Consumer trust berpengaruh secara signifikan dan positif terhadap purchase intention mahasiswa pada penjualan produk fesyen di Shopee Live; (3) Livestreamer credibility berpengaruh secara signifikan dan positif terhadap purchase intention mahasiswa pada penjualan produk fesyen di Shopee Live; (4) consumer trust secara signifikan dapat memediasi pengaruh antara variabel live-streamer credibility terhadap purchase intention dan memiliki arah yang positif.
English Abstract
This research was conducted to study further and overcome the research gap in explaining and predicting the relationship between the live-streamer credibility variable and the student purchase intention variable in shopping for live-streaming fashion products on Shopee Live. This research also tries to understand whether consumer trust variables play a mediating role in the impact of this relationship. This type of research is explanatory research with a quantitative approach. Partial Least Square Structural Equation Modeling (SEM-PLS) analysis was used to analyze data from 145 FIA UB undergraduate students for the 2020/2021, 2021/2022, and 2022/2022 academic years who had experience watching Shopee Live fashion products. The sampling technique used is a non-probability sampling technique with a purposive sampling method. The PLS test results show that: (1) Live-streamer credibility has a significant and positive effect on consumer trust in fashion product sellers on Shopee Live; (2) Consumer trust has a significant and positive effect on students' purchase intention when selling fashion products on Shopee Live; (3) Live-streamer credibility has a significant and positive effect on student purchase intention when selling fashion products on Shopee Live; (4) consumer trust can significantly mediate the influence of the live-streamer credibility variable on purchase intention and has a positive direction.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524030193 |
| Uncontrolled Keywords: | Live-Streamer Credibility, Consumer Trust, Purchase Intention, PLS-SEM, Mahasiswa |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 21 Jun 2024 04:01 |
| Last Modified: | 21 Jun 2024 04:01 |
| URI: | http://repository.ub.ac.id/id/eprint/220306 |
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Text (DALAM MASA EMBARGO)
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