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PERAN LEVEL OF ENTERTAINMENT DALAM MENINGKATKAN BRAND AWARENESS DAN NIAT PEMBELIAN DENGAN SHOW HOST CARACTERSTICS SEBAGAI MODERASI PADA LIVE SHOPPING
Novia Indah Lestari, Mery Ramadani, Rita Nurmayasari, Zulaiha Safitri Yani
Abstract
Adanya perkembangan teknologi dan internet, trend belanja saat ini tidak terbatas hanya pada toko fisik untuk membeli barang. Pembelian online telah menjadi fungsi penting dalam masyarakat saat ini. Hal ini dkarenakan pembelanjaan online lebih cepat dan efisien, ini termasuk pada live shopping yaitu system berbelanja yang dilakukan secara langsung melalui live streaming dengan didampingi pembawa acara. Penelitian ini ditujukan untuk mengetahui peran dari tingkat hiburan acara live shopping sehingga bisa meningkatkan brand awareness dan niat pembelian seseorang dengan karakteristik pembawa acara sebagai variabel moderasi. Penelitian ini ditujukan untuk konsumen yang pernah melakukan pembelanjaan melalui live shopping di media social seperti tiktok dan instragram sebanyak minimal tiga kali. Sampel penelitian ini berjumlah 100 sampel dengan menggunakan purposive sampling. Data dikumpulkan melalui kuisioner dan diproses dengan menggunakan Teknik SEM-PLS. hasil dari penelitian ini menunjukan bahwa level of entertainment memiliki pengaruh yang positif dalam meningkatkan brand awareness dan niat pembelian seseorang dalam melakukan pembelanjaan melalui live shopping. Selain itu karakteristik pembawa acara memiliki efek moderasi yang positif dalam meningkatkan niat pembelian seseorang karena adanya level of entertainment pada acara live shopping di social media.
Keywords
level of entertainment, brand awareness, live shopping
References
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Al Farasyi, F., & Iswati, H. (2021). PENGARUH MEDIA SOSIAL, E-LIFESTYLE DAN BUDAYA DIGITAL TERHADAP PERILAKU KONSUMTIF. 3(11).
Bryant, J., Zillmann, D., Bryant, J., & Beth Oliver, M. (2002). Media Effects: Advances in Theory and Research (2nd ed.). https://doi.org/https://doi.org/10.4324/9781410602428
Cai, J. (2019). Live Streaming Commerce : Uses and Gratifications Approach to Understanding Consumers ’ Motivations. 6, 2548–2557.
Chen, C., & Lin, Y. (2017). Telematics and Informatics What drives live-stream usage intention ? The perspectives of fl ow , entertainment , social interaction , and endorsement. November.
Curras-Perez, R., Ruiz-Mafe, C., & Sanz-Blas, S. (2014). Determinants of user behaviour and recommendation in social networks: An integrative approach from the uses and gratifications perspective. Industrial Management and Data Systems, 114(9), 1477–1498. https://doi.org/10.1108/IMDS-07-2014-0219
Fransiska, V., & Paramita, S. (n.d.). Live Shopping dalam Industri Komunikasi Digital melalui Instagram. 67–74.
Hii, D., Jing, P., Fang, C. Y., & Tien, C. (2022). INFLUENCE OF THE LEVEL OF ENTERTAINMENT IN LIVE COMMERCE ON CONSUMERS ’ INVOLVEMENT , BRAND AWARENESS ,. 10(1), 47–57.
Jaafar, S. N. (2018). Consumers ’ Perception s , Attitudes and Purchase Intention towards Private Label Food Products in Malaysia. 2(8).
Khanam, F. (2018). Exploring the Factors Influencing Customers Purchase Intention in Online Shopping. 9(4), 1–15. https://doi.org/10.4018/IJCRMM.2018100101
Kim, W. Bin, & Choo, H. J. (2019). The Effects of SNS Fashion Influencer Authenticity on Follower Behavior Intention. Journal of the Korean Society of Clothing and Textiles, 43(1), 17–32.
Kim, S. (2021). ë¼ì´ë¸Œ 커머스 ë° ì‡¼ 호스트 íŠ¹ì„±ì´ êµ¬ë§¤ì˜ë„ì— ë¯¸ì¹˜ëŠ” ì˜í–¥ : 콘í…ì¸ ëª°ìž…ì˜ ë§¤ê°œíš¨ê³¼ë¥¼ í¬í•¨í•˜ì—¬. 16(3), 177–191.
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Lestari, N. I., & Ramadani, M. (2022). Peran E-Lifestyle , Budaya Digital , Dan E-Payment Terhadap Perilaku Konsumtif Generasi Y Dalam Bertransaksi di E- Commerce. 07(September), 173–186.
Madahi, A., & Sukati, I. (2012). The Effect of External Factors on Purchase Intention amongst Young Generation in Malaysia. International Business Research, 5(8). https://doi.org/10.5539/ibr.v5n8p153
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Mulyana, E. W. (2021). Analısıs Pengaruh Influencer Sosıal Medıa Terhadap Mınat Belı Konsumen Dalam Busana Kasual Dı Kota Batam Grafik 10 Media Sosial yang Paling Sering Digunakan di Indonesia. 1(1), 1897–1908.
Sanita, S., Kusniawati, A., & Lestari, M. N. (2019). Pengaruh Product Knowledge Dan Brand Image Terhadap Purchase Intention (Penelitian pada PT. Bahana Cahaya Sejati Ciamis). Business Management Journal, 1(3), 169–184.
Shahid, Z., Hussain, T., & Zafar, F. (2017). The Impact of Brand Awareness on the Consumers’ Purchase Intention. Journal of Accounting & Marketing, 06(01), 34–38. https://doi.org/10.4172/2168-9601.1000223
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). Electronic Commerce Research and Applications How live streaming influences purchase intentions in social commerce : An IT affordance perspective. Electronic Commerce Research and Applications, 37(August), 100886. https://doi.org/10.1016/j.elerap.2019.100886
Wang, Y., & Tsai, C. (2014). The Relationship Between Brand Image and Purchase Intention: Evidence From Award Winning Mutual Funds. International Journal of Business & Finance Research, 8(2), 27–40. http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=90154805&site=ehost-live
Wijaya, T. (2011). Manajemen Kualitas Jasa (1st ed.). PT Indeks.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117(November 2017), 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Xu, X. (n.d.). WHAT DRIVES CONSUMER SHOPPING BEHAVIOR IN LIVE STREAMING COMMERCE ? August 2019, 144–167.
DOI: https://doi.org/10.24967/ekombis.v8i2.2388
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Novia Indah Lestari, Mery Ramadani, Rita Nurmayasari, Zulaiha Safitri YaniAbstract
Keywords
References
Aaker, D. (1991). Manajemen Equitas Merek, mamanfaatkan nilai dari suatu merek. Mitra Utama.
Al Farasyi, F., & Iswati, H. (2021). PENGARUH MEDIA SOSIAL, E-LIFESTYLE DAN BUDAYA DIGITAL TERHADAP PERILAKU KONSUMTIF. 3(11).
Bryant, J., Zillmann, D., Bryant, J., & Beth Oliver, M. (2002). Media Effects: Advances in Theory and Research (2nd ed.). https://doi.org/https://doi.org/10.4324/9781410602428
Cai, J. (2019). Live Streaming Commerce : Uses and Gratifications Approach to Understanding Consumers ’ Motivations. 6, 2548–2557.
Chen, C., & Lin, Y. (2017). Telematics and Informatics What drives live-stream usage intention ? The perspectives of fl ow , entertainment , social interaction , and endorsement. November.
Curras-Perez, R., Ruiz-Mafe, C., & Sanz-Blas, S. (2014). Determinants of user behaviour and recommendation in social networks: An integrative approach from the uses and gratifications perspective. Industrial Management and Data Systems, 114(9), 1477–1498. https://doi.org/10.1108/IMDS-07-2014-0219
Fransiska, V., & Paramita, S. (n.d.). Live Shopping dalam Industri Komunikasi Digital melalui Instagram. 67–74.
Hii, D., Jing, P., Fang, C. Y., & Tien, C. (2022). INFLUENCE OF THE LEVEL OF ENTERTAINMENT IN LIVE COMMERCE ON CONSUMERS ’ INVOLVEMENT , BRAND AWARENESS ,. 10(1), 47–57.
Jaafar, S. N. (2018). Consumers ’ Perception s , Attitudes and Purchase Intention towards Private Label Food Products in Malaysia. 2(8).
Khanam, F. (2018). Exploring the Factors Influencing Customers Purchase Intention in Online Shopping. 9(4), 1–15. https://doi.org/10.4018/IJCRMM.2018100101
Kim, W. Bin, & Choo, H. J. (2019). The Effects of SNS Fashion Influencer Authenticity on Follower Behavior Intention. Journal of the Korean Society of Clothing and Textiles, 43(1), 17–32.
Kim, S. (2021). ë¼ì´ë¸Œ 커머스 ë° ì‡¼ 호스트 íŠ¹ì„±ì´ êµ¬ë§¤ì˜ë„ì— ë¯¸ì¹˜ëŠ” ì˜í–¥ : 콘í…ì¸ ëª°ìž…ì˜ ë§¤ê°œíš¨ê³¼ë¥¼ í¬í•¨í•˜ì—¬. 16(3), 177–191.
Kotler, P., & Keller. (2009). Manajemen Pemasaran (13th ed.). Erlangga.
Lestari, N. I., & Ramadani, M. (2022). Peran E-Lifestyle , Budaya Digital , Dan E-Payment Terhadap Perilaku Konsumtif Generasi Y Dalam Bertransaksi di E- Commerce. 07(September), 173–186.
Madahi, A., & Sukati, I. (2012). The Effect of External Factors on Purchase Intention amongst Young Generation in Malaysia. International Business Research, 5(8). https://doi.org/10.5539/ibr.v5n8p153
Maulana, Y. S., & Alisha, A. (2020). Inovasi Produk dan Pengaruhnya Terhadap Minat Beli Konsumen (Studi Kasus pada Restoran Ichi Bento Cabang Kota Banjar). Inovbiz: Jurnal Inovasi Bisnis, 8(1), 86. https://doi.org/10.35314/inovbiz.v8i1.1313
Mulyana, E. W. (2021). Analısıs Pengaruh Influencer Sosıal Medıa Terhadap Mınat Belı Konsumen Dalam Busana Kasual Dı Kota Batam Grafik 10 Media Sosial yang Paling Sering Digunakan di Indonesia. 1(1), 1897–1908.
Sanita, S., Kusniawati, A., & Lestari, M. N. (2019). Pengaruh Product Knowledge Dan Brand Image Terhadap Purchase Intention (Penelitian pada PT. Bahana Cahaya Sejati Ciamis). Business Management Journal, 1(3), 169–184.
Shahid, Z., Hussain, T., & Zafar, F. (2017). The Impact of Brand Awareness on the Consumers’ Purchase Intention. Journal of Accounting & Marketing, 06(01), 34–38. https://doi.org/10.4172/2168-9601.1000223
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). Electronic Commerce Research and Applications How live streaming influences purchase intentions in social commerce : An IT affordance perspective. Electronic Commerce Research and Applications, 37(August), 100886. https://doi.org/10.1016/j.elerap.2019.100886
Wang, Y., & Tsai, C. (2014). The Relationship Between Brand Image and Purchase Intention: Evidence From Award Winning Mutual Funds. International Journal of Business & Finance Research, 8(2), 27–40. http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=90154805&site=ehost-live
Wijaya, T. (2011). Manajemen Kualitas Jasa (1st ed.). PT Indeks.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117(November 2017), 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Xu, X. (n.d.). WHAT DRIVES CONSUMER SHOPPING BEHAVIOR IN LIVE STREAMING COMMERCE ? August 2019, 144–167.
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