TRUST DAN PERCEIVED VALUE SEBAGAI MEDIASI PENGARUH LIVE STREAMING TERHADAP PURCHASE INTENTION DENGAN FAKTOR EMOSIONAL SEBAGAI MODERASI
Keywords:
Live Streaming, Trust, Perceived Value, Faktor Emosional, Purchase IntentionAbstract
Live streaming telah menjadi saluran strategis dalam pemasaran digital yang memengaruhi perilaku konsumen secara signifikan. Penelitian ini bertujuan untuk menganalisis pengaruh live streaming terhadap minat beli konsumen, dengan kepercayaan (trust) dan nilai yang dirasakan (perceived value) sebagai variabel mediasi, serta faktor emosional sebagai variabel moderasi. Objek penelitian adalah pengguna aplikasi Shopee yang pernah melakukan pembelian melalui fitur live streaming, dengan jumlah responden sebanyak 205 orang dari generasi milenial dan Gen Z di Pulau Jawa. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan SEM berbasis AMOS 24. Hasil penelitian menunjukkan bahwa live streaming berpengaruh positif terhadap trust dan perceived value; trust dan perceived value berpengaruh terhadap purchase intention; serta faktor emosional memoderasi pengaruh live streaming terhadap trust dan perceived value. Temuan ini memperkaya literatur pemasaran digital dan memberikan implikasi strategis bagi pelaku e-commerce dalam mengoptimalkan konten live streaming
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