THE ROLE OF TIKTOK LIVE STREAMING COMMERCE ON PURCHASE INTENTION: INSIGHT FROM STIMULUS-ORGANISM-RESPONSE (SOR) FRAMEWORK
Abstract
ABSTRACT
This study aims to elaborate on the influence of TikTok live streaming commerce on purchase intention with the stimulus organism response (SOR) framework to explore the psychological mechanism of consumers. The type of data used in this study is primary data which comes from the results of questionnaires and secondary data from previous research. Using 133 valid responses from TikTok live-streaming commerce viewers, this study used smartPLS to analyze the data. This study proves that there are entertainment, professionalism, and visualization products that have a positive influence on purchase intention. It shows that the respondents are interested in live streaming commerce which satisfied them with the detailed explanation from a trusted source, gives the actual look of the product, and enjoyable viewing experience.
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh Tiktok live streaming commerce terhadap purchase intention dengan kerangka Stimulus-Organism-Response (SOR). Jenis data yang digunakan dalam penelitian ini adalah data primer yang berasal dari hasil kuesioner dan data sekunder dari penelitian sebelumnya. Menggunakan 133 hasil responden dari penonton Tiktok live streaming commerce, penelitian ini menggunakan smartPLS untuk menganalisis data. Studi ini membuktikan bahwa hiburan, profesionalisme, dan visualisasi produk berpengaruh positif terhadap niat beli. Hal ini membuktikan bahwa responden tertarik dengan live streaming commerce yang memuaskan mereka dengan penjelasan detail dari sumber terpercaya, tampilan produk dengan bentuk yang sebenarnya, dan pengalaman menonton yang menyenangkan.
Keywords
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DOI: 10.34203/jimfe.v9i1.6570
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