Peran Kepercayaan Pelanggan Dala Memediasi Pengaruh Kredibilitas Influencer Dan Tiktok Live Streaming Terhadap Impulsive Buying
DOI:
https://doi.org/10.37385/msej.v7i4.11043Keywords:
Kredibilitas Influencer, TikTok Live Streaming, Kepercayaan Pelanggan, Impulsive BuyingAbstract
Penelitian ini bertujuan menganalisis pengaruh kredibilitas influencer dan TikTok live streaming terhadap impulsive buying produk makanan dengan kepercayaan pelanggan sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei pada 150 pengguna TikTok di Indonesia yang pernah menonton live streaming influencer makanan dan melakukan pembelian impulsif. Pengambilan sampel dilakukan dengan teknik purposive sampling dan data dikumpulkan melalui kuesioner online yang diukur menggunakan skala Likert 5 poin. Analisis data menggunakan Structural Equation Modeling dengan Partial Least Square (PLS-SEM) melalui SmartPLS 3.0 yang meliputi pengujian outer model, inner model, dan uji mediasi. Hasil penelitian menunjukkan bahwa kredibilitas influencer, TikTok live streaming, dan kepercayaan pelanggan berpengaruh positif dan signifikan terhadap impulsive buying produk makanan. Selain itu, kredibilitas influencer dan TikTok live streaming berpengaruh positif dan signifikan terhadap kepercayaan pelanggan. Kepercayaan pelanggan juga terbukti secara signifikan memediasi pengaruh kredibilitas influencer dan TikTok live streaming terhadap impulsive buying produk makanan. Temuan ini mengimplikasikan bahwa pelaku usaha perlu mengoptimalkan influencer yang kredibel dan live streaming TikTok yang interaktif untuk membangun kepercayaan pelanggan dan mendorong pembelian impulsif produk makanan di era digital.
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