Pengaruh Live Streaming Commerce terhadap Niat Beli Pelanggan pada TikTok Shop: S-O-R Framework

Khalista Aqilla Mude, Sumiyana, Dr.,M.Si.,Ak.,CA.

2023 | Tesis | S2 Ilmu Akuntansi/Akuntansi Terapan

Live streaming commerce merupakan fenomena baru dalam dunia bisnis. Tujuan utama dalam penelitian ini adalah mengkaji pengaruh karakteristik live streaming TikTok Shop (visual appeal, platform trust, dan streamer attractiveness) terhadap niat beli pelanggan melalui perceived usability dan social presence of live streaming berdasarkan kerangka stimulus-organism-response (S-O-R). Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner online. Responden penelitian sebanyak 144 pengguna aktif TikTok Indonesia. Data penelitian ini dianalisis dengan menggunakan software SmartPLS 4.0 dengan metode structural equation modelling (SEM). Temuan penelitian ini menunjukkan bahwa stimulus saat live streaming (visual appeal, platform trust, dan streamer attractiveness) memengaruhi keadaan kognitif pelanggan (perceived usability & social presence of live streaming) terhadap niat beli pelanggan. Temuan penelitian ini menjelaskan bahwa karakteristik live streaming commerce memengaruhi niat beli pelanggan di TikTok Shop. Penelitian ini berkontribusi pada pemahaman kerangka S-O-R dalam konteks live streaming commerce yang memengaruhi niat beli pelanggan. Penelitian ini memberikan rekomendasi kepada penjual untuk menggunakan live streaming sebagai alat promosi sehingga menciptakan pengalaman baru saat berbelanja.

Live streaming commerce is a new phenomenon in the business world. The main objective in this study is to examine the influence of TikTok Shop's live streaming characteristics (visual appeal, platform trust, and streamer attractiveness) on purchase intention through perceived usability and social presence of live streaming based on the stimulus-organism-response (S-O-R) framework. This research uses a quantitative approach by distributing online questionnaires. The research respondents were 144 active TikTok Indonesia users. This research data was analyzed using SmartPLS 4.0 software with the structural equation modeling (SEM) method. The findings of this study indicate that the stimulus during live streaming (visual appeal, platform trust, and streamer attractiveness) influences customers' cognitive state (perceived usability & social presence of live streaming) on customers' purchase intention. The findings of this study explain that the characteristics of live streaming commerce influence  purchase intention in TikTok Shop. This research contributes to the understanding of the S-O-R framework in the context of live streaming commerce that influences customer purchase intention. This research provides recommendations for sellers to use live streaming as a promotional tool so as to create a new experience when shopping.

Kata Kunci : Live streaming, stimulus-organism-response, niat beli pelanggan