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Submitted
26 August 2025
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26 August 2025
Published
4 October 2025
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Abstract

Fenomena belanja online di TikTok Shop dari berbagai faktor digital yang dapat memengaruhi niat beli konsumen menjadi isu utama dalam penelitian ini. Penelitian ini bertujuan untuk menganalisis pengaruh influencer attribute (professionalism, credibility, interactivity, attractiveness), live streaming marketing, brand image, user experience dan purchase intention di TikTok Shop. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner online. Metode analisis yang digunakan dalam penelitian ini adalah partial least square structural equation modeling (PLS-SEM) untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa semua variabel berpengaruh positif pada variabel purchase intention. Temuan ini menegaskan bahwa meskipun semua variabel berpengaruh, kualitas masing-masing stimulus dalam model S-O-R memiliki kekuatan yang berbeda dalam memicu pengaruh sosial dan respons niat beli konsumen. Penelitian ini menyimpulkan bahwa studi stimultan dari keempat variabel ini menghasilkan wawasan yang bervariasi. Penelitian ini memberikan implikasi praktis bagi pelaku bisnis atau brand, influencer dan pengelola platform e-commerce dalam menyusun strategi pemasaran yang lebih efektif, dengan memprioritaskan faktor-faktor dari peran influencer attribute, live streaming marketing, brand image, dan user experience, masing-masing yang memiliki dampak paling kuat terhadap niat beli konsumen.

Keywords

brand image influencer live streaming marketing purchase intention user experience

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Copyright (c) 2025 Tinezia Hairunisya, Dwi Martutiningrum

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Hairunisya, T., & Martutiningrum , D. (2025). Pengaruh Influencer Attribute (Professionalism, Credibility, Interactivity, Attractiveness), Live Streaming Marketing, Brand Image, User Experience terhadap Purchase Intention di TikTok Shop. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(3), 82–97. Retrieved from https://journal.uii.ac.id/selma/article/view/43023
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