PENGARUH LIVE-STREAMER CREDIBILITY PADA PENJUALAN ONLINE PRODUK FESYEN DI SHOPEE LIVE TERHADAP PURCHASE INTENTION MELALUI CONSUMER TRUST SEBAGAI PEMEDIASI
DOI:
https://doi.org/10.32815/jpro.v6i2.2753Keywords:
Consumer Trust, Live Streamer Credibility, Mahasiswa, Purchase IntentionAbstract
Kemajuan teknologi yang signifikan telah mendorong perubahan dalam perilaku konsumen terhadap penerimaan produk dan layanan. Salah satu inovasi yang mencolok dalam dunia e-commerce adalah praktik belanja melalui siaran langsung (live streaming). Penelitian ini bertujuan untuk menganalisis pengaruh kredibilitas seorang live-streamer terhadap intensi pembelian mahasiswa terhadap produk fesyen yang dipasarkan melalui Shopee Live, serta meninjau peran consumer trust sebagai variabel mediasi dalam hubungan tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penjelasan (explanatory). Data diperoleh dari 145 mahasiswa strata satu Universitas Brawijaya yang memiliki pengalaman menyaksikan siaran Shopee Live. Analisis data dilakukan dengan pendekatan SEM-PLS menggunakan perangkat lunak SmartPLS versi 4.0. Temuan menunjukkan bahwa: (1) kredibilitas live-streamer memiliki pengaruh positif terhadap consumer trust; (2) consumer trust berkontribusi signifikan terhadap intensi pembelian; (3) kredibilitas live-streamer juga berdampak langsung pada intensi pembelian; dan (4) consumer trust terbukti memediasi hubungan antara kredibilitas live-streamer dan intensi pembelian
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