Pengaruh Aktivitas Live Streaming dan Ulasan Cutomer Terhadap Keputusan Pembelian dengan Variabel Moderasi Minat Beli pada E-Marketplace Shopee (Studi pada UMKM Nusantara Jaya Fashion)

Mordek Hay Manurung(1*) , Alexander Mario Retto Djong(2) , Truli Nugroho(3) , Kristian Faskahariyanto(4)


(1) institut teknologi dan bisnis kristen bukit pengharapan
(2) Institut Teknologi dan Bisnis Kristen Bukit Pengharapan
(3) Institut Teknologi dan Bisnis Kristen Bukit Pengharapan
(4) Institut Teknologi dan Bisnis Kristen Bukit Pengharapan
(*) Corresponding Author

Abstract


This research aims to analyze the influence of live streaming and customer reviews on purchasing decisions with purchase interest as a moderating variable. The population in this study is Nusantara Jaya Fashion UMKM consumers during January 2025 until March 2025 totaling 12,362 consumers. This research uses an associative quantitative with primary data as a data source. The sampling technique used is probability sampling method with a random sampling approach, by calculating slovin, so the sample 99 samples were obtained. The data analysis methods in this research are, data quality test, Classical Assumption Test, Moderated Regression Analysis (MRA). The research results show that live streaming and customer reviews have a significant influence on purchasing decisions. However, buying interest did not show any significant impact on purchasing decisions. Meanwhile, buying interest as a moderation variable, unable to moderate live streaming and customer reviews on purchasing decisions.

Keywords


Live Streaming; Customer Reviews; Purchasing Decisions; Purchasing Interest

References


Anindasari, A. P., & Tranggono, D. (2023). Pengaruh Live Streaming TikTok Terhadap Keputusan Pembelian Produk Skintific Pada Generasi Z Pengikut Akun @skintific_id. Jurnal Ilmiah Wahana Pendidikan, 9(22), 13–26. https://doi.org/10.5281/zenodo.10077520.

Annur, C. M. (2024). 7 Negara Penyumbang Kunjungan Terbanyak ke Situs E-Commerce Shopee (2023). Databoks. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/06cce6d6b6735c8/indonesia-jadi-penyumbang-kunjungan-terbanyak-ke-shopee-pada-2023#

Aslinda, N., Seman, A., & Segar, V. (2023). The Impact of Digital Marketing Channels on Consumer Buying Decision. Journal of International Business, Economics and Entrepreneurship, 8(1), 42–53. https://doi.org/10.24191/jibe.v8i1.23145

Chomiak-Orsa, I., & Liszczyk, K. (2020). Digital marketing as a digital revolution in marketing communication. Informatyka Ekonomiczna, 2020(2), 9–19. https://doi.org/10.15611/ie.2020.2.01

Damanik, R. P. A., Abdurahman, A., Permana, H., Pratiwi, L. S., & Setyaningrum, R. P. (2024). Pengaruh Live Streaming Selling dan Online Customer Review Terhadap Kepercayaan Konsumen untuk Meningkatkan Keputusan Pembelian. Global : Jurnal Lentera BITEP, 02(03), 89–96.

Grinin, L., Grinin, A., & Korotayev, A. (2020). A quantitative analysis of worldwide long-term technology growth: From 40,000 BCE to the early 22nd century. Technological Forecasting and Social Change, 155(March). https://doi.org/10.1016/j.techfore.2020.119955

Hutri, E. D., & Yuliviona, R. (2022). Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Sepeda Motor Suzuki dengan Minat Beli sebagai Variabel Intervening. Abstract of Undergraduate Research, Faculty of Economics, Bung Hatta University, 20(2).

Mahesa Mei Riandi, & Siti Sarah. (2024). Pengaruh Potongan Harga, Live Streaming, dan Online Customer Review terhadap Minat Beli Konsumen pada Aplikasi TiktokShop. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(3), 2101–2109. https://doi.org/10.35870/jemsi.v10i3.2528

Maulida, I., & Purwanto, H. (2022). Pengaruh kepercayaan dan onine customer terhadap keputusan pembelian pada marketplace Tokopedia dengan minat beli sebagai variable intervening(studi empiris pada milenial kota madiun). Simba : Seminar Inovasi Manajemen Dan Akuntansi 4, 4(September).

Mulyana, S. (2021). Pengaruh Harga Dan Ulasan Produk Terhadap Keputusan Pembelian Produk Fashion Secara Online Pada Shopee Di Pekanbaru. Jurnal Daya Saing, 7(2), 185–195. https://doi.org/10.35446/dayasaing.v7i2.665

Nair, K., & Gupta, R. (2020). Application of AI technology in modern digital marketing environment. World Journal of Entrepreneurship, Management and Sustainable Development, 17(3), 318–328. https://doi.org/10.1108/WJEMSD-08-2020-0099

Purwati, A., & Cahyanti, M. M. (2022). Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 32–46. https://doi.org/10.46367/iqtishaduna.v11i1.526

Report. (2024). overview of the adoption and use of connected devices and service in indonesia 2024. We Are Social. https://wearesocial.com/id/blog/2024/01/digital-2024/

Saputra, G. G., & Fadhilah, F. (2022). Pengaruh Live Streaming Shopping Instagram Terhadap Kepercayaan Konsumen Online dan Dampaknya pada Keputusan Pembelian. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(2), 442–452. https://doi.org/10.47065/ekuitas.v4i2.2353

Setyorini, A. R., Ngatno, N., & Hidayat, W. (2022). Pengaruh Kualitas Pelayanan dan Kesadaran Merek terhadap Niat Beli Ulang dengan Kepuasan Pelanggan sebagai Mediator. Jurnal Ilmu Administrasi Bisnis, 11(4), 657–665. https://doi.org/10.14710/jiab.2022.35930

Wandira, A. (2022). Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian Melalui Citra Merek sebagai Variabel Intervening. Universitas Kristen Satya Wacana Institutional Reposirory. https://repository.uksw.edu/handle/123456789/25355

Yoga, R. A., Khairani, Z., & Arizal, N. (2025). DAMPAK LIVE STREAMING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN : PERAN MEDIASI MINAT BELI Pendahuluan. Baseline: Jurnal Mahasiswa Magister Manajemen 2(1), 147–156. https://journal.unilak.ac.id/index.php/BASELINE

Yulistiyani, N., Afwa, A., & Puspita, A. (2024). Pengaruh Promo Gratis Ongkos Kirim dan Online Customer Review terhadap Keputusan Pembelian pada Event Tanggal Kembar Shopee di Pekanbaru. Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 18(1), 20. https://doi.org/10.35931/aq.v18i1.2971




DOI: https://doi.org/10.36587/probank.v10i1.1920

Article Metrics

Abstract views: 19 | PDF (Bahasa Indonesia) views: 8

Refbacks

  • There are currently no refbacks.


Bookmark and Share


 
©  ProBank: Jurnal Ekonomi dan Perbankan
View Probank Stats