PENGARUH KUALITAS LIVE COMMERCE STREAMING DAN INTERAKSI REAL-TIME TERHADAP KONVERSI PENJUALAN UMKM DI TIKTOK SHOP
DOI:
https://doi.org/10.62007/joumi.v4i3.1084Keywords:
live commerce, interaksi real-time, konversi penjualan, UMKM, TikTok ShopAbstract
Live commerce menghadirkan mekanisme perdagangan digital yang menggabungkan demonstrasi produk, komunikasi dua arah, dan transaksi secara real-time. Penelitian ini bertujuan menganalisis pengaruh kualitas live commerce streaming dan interaksi real-time terhadap konversi penjualan pada konsumen yang bertransaksi melalui TikTok Shop. Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory survey. Sebanyak 535 responden diperoleh melalui purposive sampling dengan kriteria pernah melakukan transaksi melalui live streaming dan pernah berinteraksi selama sesi live commerce. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4.0. Hasil pengujian menunjukkan bahwa model pengukuran memenuhi kriteria reliabilitas, validitas konvergen, dan validitas diskriminan berdasarkan nilai loading, Cronbach's alpha, composite reliability, AVE, dan HTMT. Pada model struktural, kualitas live commerce streaming berpengaruh positif dan signifikan terhadap konversi penjualan (β=0,208; t=3,334; p=0,001), sedangkan interaksi real-time juga berpengaruh positif dan signifikan (β=0,574; t=10,708; p<0,001). Nilai R² sebesar 0,545 menunjukkan bahwa kedua konstruk eksogen menjelaskan 54,5% varians konversi penjualan. Temuan ini memperkuat pentingnya kualitas penyajian live commerce dan terutama kualitas interaksi dua arah dalam mendorong realisasi pembelian. Penelitian ini memberikan implikasi bagi UMKM untuk mengelola kualitas teknis dan komunikasi selama sesi live secara terpadu.
References
Chen, Y., Lu, Y., B., W., & Pan, Z. (2018). How do product recommendations affect impulse buying? An empirical study on WeChat social commerce. Information & Management, 56(2), 236–248. https://doi.org/10.1016/j.im.2018.09.002
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: Experiments in e-Products and e-Services. Omega, 32(6), 407–424. https://doi.org/10.1016/j.omega.2004.01.006
Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005
Huang, Z., & Benyoucef, M. (2017). The effects of social commerce design on consumer purchase decision-making: An empirical study. Electronic Commerce Research and Applications, 25, 40–58. https://doi.org/10.1016/j.elerap.2017.08.003
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17(4), 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012
Park, H. J., & Lin, L. M. (2019). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52, 101934. https://doi.org/10.1016/j.jretconser.2019.101934
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886. https://doi.org/10.1016/j.elerap.2019.100886
Wang, Q., & Musa, R. B. (2024). The impact of e-commerce live streaming on consumer purchasing behavior in the influencer economy. Frontiers in Business Economics and Management, 16(3), 102–105. https://doi.org/10.54097/nadkz803
Wongkitrungrueng, A., & Assarut, N. (2018). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Xu, X., Wu, J.-H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce. Journal of Electronic Commerce Research, 21(3), 144–167.
Putri, [lengkapi penulis]. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13), e33518. https://doi.org/10.1016/j.heliyon.2024.e33518 [Lengkapi metadata penulis dari artikel asli sebelum submission.]
Yang, [lengkapi penulis]. (2024). How to enhance consumers’ purchase intention in live commerce? An affordance perspective and the moderating role of age. Electronic Commerce Research and Applications, 67, 101438. https://doi.org/10.1016/j.elerap.2024.101438 [Lengkapi metadata penulis dari artikel asli sebelum submission.]
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Anita Rahmawati, Kristin Lukitaningrum, Tika Dwi Ariyanti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
