WATCHING, TRUSTING, BUYING: THE EFFECT OF INFLUENCER TRAITS ON GENERATION Z’S PURCHASE INTENTION

Sulthan Hanief Afiin, Dr. Sahid Susilo Nugroho, M.Sc.

2026 | Skripsi | MANAJEMEN

Penelitian ini bertujuan untuk menganalisis efek dari karakteristik pemengaruh terhadap niat beli di tayangan belanja langsung menggunakan model Stimulus-Organism-Response (S-O-R). Karakterisitik pemengaruh yang diteliti meliputi profesionalisme, homogenitas, daya tarik, dan interaktivitas, dengan kepercayaan emosional sebagai variabel mediasi. Objek penelitian dalam studi ini adalah tayangan belanja langsung di platform lokapasar daring besar, seperti Shopee, Tokopedia, dan TikTok. Subjek penelitian ini adalah Generasi Z yang aktif berbelanja di lokapasar daring dan berdomisili di Pulau Jawa, Indonesia.

Penelitian ini menggunakan pendekatan kuantitatif dan memperoleh 227 responden melalui teknik non-probability sampling dan purposive sampling. Pengolahan data dilakukan menggunakan metode SEM-PLS melalui SmartPLS. Hasil penelitian ini menunjukan bahwa profesionalisme, interaktivitas, dan kepercayaan emosional memiliki pengaruh langsung terhadap niat beli, sementara homogenitas dan daya tarik tidak. Selain itu, kepercayaan emosional memediasi secara signifikan pengaruh profesionalisme, homogenitas, dan daya tarik, tetapi tidak memediasi hubungan antara interaktivitas dan niat beli.

This research aims to analyze the effect of influencer traits on purchase intention in live streaming commerce using the Stimulus-Organism-Response (S-O-R) model. The influencer traits studied include professionalism, homogeneity, attractiveness, and interactivity, with emotional trust acting as a mediating variable. The research objects in this study are live streaming commerce on major e-marketplace platforms, such as Shopee, Tokopedia, and TikTok. The subjects of this research are Generation Z (aged 13-28) who actively shop on e-marketplaces and reside on the island of Java, Indonesia. 

This research employs a quantitative approach and obtained 227 respondents through non-probability sampling and purposive sampling techniques. Data processing was conducted using the SEM-PLS method through SmartPLS. The findings indicate that professionalism, interactivity, and emotional trust have a direct influence on purchase intention, while homogeneity and attractiveness do not. Furthermore, emotional trust significantly mediates the effects of professionalism, homogeneity, and attractiveness, but does not mediate the relationship between interactivity and purchase intention.

Kata Kunci : Live Streaming Commerce, Influencer Professionalism, Homogeneity, Attractiveness, Interactivity, Emotional Trust, S-O-R Model