Pengaruh Belanja Live Streaming Tiktok dan Persepsi Kenikmatan terhadap Perilaku Pembelian Impulsif secara Online dengan Variabel Moderasi Kepercayaan
Abstract
Kemajuan teknologi digital telah menciptakan transformasi signifikan dalam dunia pemasaran dan perilaku konsumen.
Salah satu wujud nyata dari inovasi ini adalah munculnya social commerce melalui platform TikTok, yang kini
menyediakan fitur live streaming dan TikTok Shop.
Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Influencer, Harga Produk, dan Kemudahan Pembelian
terhadap Persepsi Kenikmatan, serta menguji hubungan antara Persepsi Kenikmatan dan Perilaku Pembelian Impulsif
secara Online. Selain itu, penelitian ini juga mengevaluasi peran Kepercyaan sebagai variabel moderasi dalam memperkuat
hubungan antara Persepsi Kenikmatan dan Perilaku Pembelian Impulsif secara Online. Penelitian ini menggunakan
pendekatan kuantitatif dengan metode survei melalui kuesioner yang disebarkan kepada pengguna TikTok.
Hasil penelitian menunjukkan bahwa influencer media sosial dan harga produk memiliki pengaruh positif dan signifikan
terhadap persepsi kenikmatan. Kemudahan Pembelian berpengaruh positif tetapi tidak signifikan. Selain itu, persepsi
kenikmatan berpengaruh positif dan signifikan terhadap perilaku pembelian impulsif, dan kepercayaan konsumen
memperkuat hubungan tersebut.
Penelitian ini memberikan kontribusi teoritis dalam pengembangan studi perilaku konsumen digital dan memberikan
implikasi praktis bagi pelaku bisnis dalam merancang strategi pemasaran berbasis live streaming. Penjual disarankan untuk
memperhatikan aspek emosional dalam interaksi live streaming, seperti menghadirkan influencer yang kredibel serta
menawarkan harga yang menarik dan transparan, untuk meningkatkan kenikmatan dan mendorong keputusan pembelian
spontan. Ke depan, studi lanjutan disarankan untuk mengeksplorasi peran variabel psikologis lainnya dalam konteks
belanja online berbasis interaksi real-time.
Kata Kunci: TikTok, Live streaming, TikTok Shop, Impulsive Buying, Social Media Influencer, Product Price, Purchase
Convenience, Perceived Enjoyment, Trust
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