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Submitted
17 July 2026
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18 July 2026
Published
18 July 2026
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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kesesuaian latar belakang live streaming e-commerce terhadap niat pembelian konsumen melalui perspektif kognitif-afektif berdasarkan model stimulus–organism–response (SOR). Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Pengambilan sampel dilakukan menggunakan teknik convenience sampling terhadap responden yang pernah menonton live streaming e-commerce, sedangkan analisis data menggunakan structural equation modeling–partial least squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa product-background fit dan anchor-background fit berpengaruh positif terhadap perceived trust, perceived value, dan perceived pleasure. Selanjutnya, ketiga variabel tersebut terbukti meningkatkan purchase intention konsumen. Keterbatasan penelitian terletak pada penggunaan convenience sampling dan cakupan responden yang terbatas. Implikasi manajerial menunjukkan pentingnya merancang latar belakang live streaming yang sesuai dengan produk dan pembawa acara untuk meningkatkan pengalaman konsumen serta niat pembelian. Penelitian selanjutnya disarankan menggunakan teknik sampling probabilitas, memperluas responden, dan menambahkan variabel lain yang memengaruhi niat pembelian.

Keywords

stimulus–organism–response (SOR) product-background fit anchor-background fit purchase intention perceived trust

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Copyright (c) 2026 Muhammad Rizki Dwi Wibowo

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Wibowo, M. R. D. (2026). Pengaruh Kesesuaian Latar Belakang Streaming Langsung E-Commerce terhadap Niat Beli Konsumen: Perspektif Kognitif-Afektif. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(4), 57–71. Retrieved from https://journal.uii.ac.id/selma/article/view/51070
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