Analisis Pengaruh Live Streaming Dan Customer Review Terhadap Purchase Intention Produk Skincare Pada E-Commerce Tiktok: Peran Kepercayaan Sebagai Variabel Mediasi
DOI:
https://doi.org/10.37385/msej.v7i1.10084Keywords:
Live Streaming, Customer Review, Purchase Intention, Trust, Social CommerceAbstract
Penelitian ini menguji bagaimana live streaming dan customer review mempengaruhi purchase intention produk skincare di TikTok Shop, dengan kepercayaan sebagai mediator potensial. Meskipun TikTok Shop mengalami pertumbuhan fenomenal di Indonesia (80% dari penjualan US$1,7 miliar berasal dari live streaming, dengan kategori Beauty & Personal Care mendominasi 23% transaksi), mekanisme psikologis yang mendorong keputusan pembelian dalam social commerce berbasis hiburan ini masih belum dipahami dengan baik. Menggunakan purposive sampling, kami mensurvei 101 konsumen skincare di Surakarta yang memiliki pengalaman dengan live streaming dan review TikTok Shop. Regresi linear berganda dan uji Sobel digunakan untuk menguji hubungan yang dihipotesiskan. Hasil menunjukkan bahwa live streaming dan customer review berpengaruh positif signifikan terhadap purchase intention. Keduanya juga signifikan membangun kepercayaan konsumen yang selanjutnya mempengaruhi purchase intention. Namun, bertentangan dengan ekspektasi, kepercayaan tidak memediasi hubungan antara live streaming maupun customer review dengan purchase intention. Studi ini berkontribusi pada literatur social commerce dengan mengungkapkan bahwa untuk produk low-medium involvement dengan buyer protection kuat, efek langsung (emotional arousal, social influence, visual evidence) lebih dominan dibanding evaluasi kepercayaan kognitif.
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