Dampak Live Streaming E-Commerce Terhadap Niat Beli Konsumen di Indonesia
DOI:
https://doi.org/10.37385/msej.v7i1.9888Keywords:
Niat Beli, Kepercayaan Konsumen, Livestreaming E-commerce, Atribut Anchor, Konsensi HargaAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Konsensi Harga (Price Concessions), Ferekuensi Interaksi (Frequency of Interaction), Atribut Anchor (Anchor Attributes), dan Kepercayaan Konsumen (Consumer Trust) terhadap Niat Beli (Purchase Intention) di platform e-commerce livestreaming. Penelitian ini dilatarbelakangi oleh tren belanja online secara langsung yang semakin berkembang, di mana interaksi langsung antara penjual dan pembeli menciptakan lingkungan pemasaran yang unik. Namun, tingkat kepercayaan konsumen terhadap penjual dan platform. Pendekatan kuantitatif digunakan melalui survei yang melibatkan 200 responden berusia 17–35 tahun, yang merupakan pengguna aktif platform e-commerce livestreaming di Indonesia. Data dikumpulkan melalui kuesioner online (Google Form) menggunakan skala Likert lima poin dan dianalisis dengan Structural Equation Modeling (SEM) menggunakan IBM AMOS. Hasil penelitian menunjukkan bahwa Konsesi Harga (B= 0.750; p = 0.000), Frekuensi Interaksi (B= 0.500; p = 0.000), Atribut Anchor (B= 0.390), dan Kepercayaan Konsumen semuanya memiliki pengaruh yang positif dan signifikan terhadap Niat Beli. Secara kritis, pengaruh positif dari Atribut Anchor bertentangan dengan hipotesis awal yang memprediksi dampak negatif. Meskipun indikator rata-rata frekuensi interaksi tergolong rendah (2.36–2.47), kontribusi positifnya menunjukkan perlunya peningkatan. Penelitian menyimpulkan bahwa kepercayaan konsumen adalah faktor dominan dalam mendorong niat beli, diikuti oleh konsesi harga.
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