PERAN SOCIAL PRESENCE, INTERACTIVITY, DAN VIVIDNESS TERHADAP PERCEIVED DIAGNOSTICITY DAN PERCEIVED ENJOYMENT SERTA DAMPAKNYA PADA PURCHASE INTENTION DI LIVE SHOPPING
DOI:
https://doi.org/10.35446/dayasaing.v11i3.2423Keywords:
social presence, interactivity, vividness, perceived diagnosticity, perceived enjoyment, purchase intentionAbstract
Purchase Intention merupakan tahap dimana konsumen akan melakukan Tindakan sebelum melakukan keputusan pembelian, dan hal ini biasanya dilakukan ketika menonton live streaming shopping. Tujuan pada penelitian ini untuk mengetahui peran social presence, interactivity, vividness terhadap perceived diagnosticity dan perceived enjoyment, serta dampaknya pada purchase intention pada pengguna live streaming shopping di Kota Semarang, Solo, Magelang. Populasinya yaitu pengguna live streaming shopping di tiga kota tersebut. Sampel penelitian sebanyak 150 responden dengan menggunakan purposive sampling. Metode pengambilan data menggunakan kuesioner dan di analisis dengan menggunakan SmartPLS 4.0. Hasil menunjukan seluruh social presence, interactivity, dan vividness penelitian berpengaruh positif dan signfikan terhadap perceived diagnosticity dan perceived enjoyment. Serta perceived diagnosticity dan perceived enjoyment memiliki hubungan yang positif dan signifikan terhadap purchase intention.
References
Abdillah, W., & Hartono, J. (2015). Partial least square (PLS) Alternatif structural equation modeling (SEM) dalam penelitian bisnis. Yogyakarta: Penerbit Andi, 22, 103–150.
Avornyo, P., Fang, J., Odai, R. O., Vondee, J. Ben, & Nartey, M. N. (2019). Factors Affecting Continuous Usage Intention of Mobile Banking in Tema and Kumasi. International Journal of Business and Social Science, 10(3). https://doi.org/10.30845/ijbss.v10n3p11
Chan, L. Q., Kong, Y. M., Ong, Z. Y., Toh, J. X., Von, Y. H., Lee, V. H., Loh, X. M., & Tan, G. W. H. (2022). Driving Factors Towards Live-Stream Shopping in Malaysia BT - Proceedings of International Conference on Emerging Technologies and Intelligent Systems (M. Al-Emran, M. A. Al-Sharafi, M. N. Al-Kabi, & K. Shaalan, Eds.; pp. 580–591). Springer International Publishing.
Chen, C. C., & Yao, J. Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249–1262. https://doi.org/10.1016/j.tele.2018.02.007
Chen, J., & Liao, J. (2022). Antecedents of Viewers’ Live Streaming Watching: A Perspective of Social Presence Theory. Frontiers in Psychology, 13(March), 1–11. https://doi.org/10.3389/fpsyg.2022.839629
Chen, J. V., Ha, Q. A., & Vu, M. T. (2023). The Influences of Virtual Reality Shopping Characteristics on Consumers’ Impulse Buying Behavior. International Journal of Human-Computer Interaction, 39(17), 3473–3491. https://doi.org/10.1080/10447318.2022.2098566
Chen, J. V. (2023). The Influences of Virtual Reality Shopping Characteristics on Consumers’ Impulse Buying Behavior. International Journal of Human-Computer Interaction, 39(17), 3473–3491. https://doi.org/10.1080/10447318.2022.2098566
Escalas, J. E. (2004). IMAGINE YOURSELF IN THE PRODUCT : Mental Simulation, Narrative Transportation, and Persuasion. Journal of Advertising, 33(2), 37–48. https://doi.org/10.1080/00913367.2004.10639163
Fadla, V. M., Malik, A. J., & Fatimah, K. N. (2025). Pengaruh Live Streaming Shopping Terhadap Keputusan Pembelian Produk Skintific Pada Aplikasi TikTok Shop di Kota Makassar. 8(1), 113–124.
Fulk, Janet, Steinfield, Charles W, Schmitz, JOSEPH, & POWER, J. GERARD. (1987). A Social Information Processing Model of Media Use in Organizations. Communication Research, 14(5), 529–552. https://doi.org/10.1177/009365087014005005
Ghozali, I. (2014). Structural equation modeling : metode alternatif dengan partial least squares (PLS)-dilengkapi software smartpls 3.0 XIstat 2014 dan warpPls 4.0 4th ed. Badan Penerbit Universitas Diponegoro.
Gu, Y., Cheng, X., & Shen, J. (2023). Design shopping as an experience: Exploring the effect of the live-streaming shopping characteristics on consumers’ participation intention and memorable experience. Information & Management, 60(5), 103810. https://doi.org/https://doi.org/10.1016/j.im.2023.103810
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hamid, N., Hapsari, I., & Wani, S. (2024). Stuck in the Experience: How Tiktok Shop Leverages Perceived Interactivity, Immersion, and Enjoyment in Purchase Decisions. Jurnal Manajemen Dan Kewirausahaan, 12(2), 123–131.
Hermawati, Y., Malini, H., Setiawan, H., Afifah, N., & Purmono, B. B. (2025). Pengaruh Interactivity, Vividness, dan Spatiality Terhadap Behavioral Intention Pengguna Virtual Try-On Luxcrime di Shopee. Jurnal Bisnis Dan Kewirausahaan, 14(1), 120–134.
Huda, N., Ayu, D., & Septyarini, R. (2024). Outlook Ekonomi Digital Outlook Ekonomi Digital 2025. Center of Economic and Law Studies (Celios), 1–94.
Indriastuti, H., Hidayati, T., Asnawati, Martiyanti, D., Ayu, A. R. F., & Putit, L. (2024). How Real-Time Interactivity Influences Impulse Buying Behaviour in Generation Z’s during Live Streaming Shopping: The Mediating Role of Perceived Enjoyment. ECONOMICS - Innovative and Economics Research Journal, 279–291. https://doi.org/10.2478/eoik-2024-0047
Jacoby, J. (2002). Stimulus-organism-response reconsidered: An evolutionary step in modeling (consumer) behavior. Journal of Consumer Psychology, 12(1), 51–57. https://doi.org/10.1207/153276602753338081
Jeong, J., Kim, D., Li, X., Li, Q., Choi, I., & Kim, J. (2022). An Empirical Investigation of Personalized Recommendation and Reward Effect on Customer Behavior: A Stimulus–Organism–Response (SOR) Model Perspective. Sustainability (Switzerland), 14(22). https://doi.org/10.3390/su142215369
Jiang, Z., Wang, W., & Benbasat, I. (2005). Multimedia-based interactive advising technology for online consumer decision support. Communications of the ACM, 48(9), 92–98. https://doi.org/10.1145/1081992.1081995
Joo, E., & Yang, J. (2023). How perceived interactivity affects consumers’ shopping intentions in live stream commerce: roles of immersion, user gratification and product involvement. Journal of Research in Interactive Marketing, 17(5), 754–772. https://doi.org/10.1108/JRIM-02-2022-0037
Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56(September 2020), 102251. https://doi.org/10.1016/j.ijinfomgt.2020.102251
Kim, J. H., Kim, M., Park, M., & Yoo, J. (2021). How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence. Journal of Research in Interactive Marketing, 15(3), 502–525. https://doi.org/10.1108/JRIM-07-2020-0148
Latan, H., & Ghozali, I. (2017). Partial Least Squares: Konsep, Metode dan Aplikasi menggunakan Program WarpPLS 5.0 (Third Edit). Semarang: Badan Penerbit Universitas Diponegoro.
Lee, C. H., Lee, H. N., & Choi, J. Il. (2023). The Influence of Characteristics of Mobile Live Commerce on Purchase Intention. Sustainability (Switzerland), 15(7). https://doi.org/10.3390/su15075757
Lin, S. C. (2023). Exploring factors influencing impulse buying in live streaming shopping: a stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics, 35(6), 1383–1403. https://doi.org/10.1108/APJML-12-2021-0903
Liu, B. (2023). How Social Presence Affects Viewers’ Impulse Buying Behavior in Live Streaming Commerce. Journal of Economics, Business and Management, 11(3), 100–112. https://doi.org/10.18178/joebm.2023.11.3.745
Liu, X., & Zhang, L. (2024). Impacts of different interactive elements on consumers’ purchase intention in live streaming e-commerce. PLoS ONE, 19(12), 1–20. https://doi.org/10.1371/journal.pone.0315731
Liu, Z., Li, J., Wang, X., & Guo, Y. (2023). How search and evaluation cues influence consumers’ continuous watching and purchase intentions: An investigation of live-stream shopping from an information foraging perspective. Journal of Business Research, 168(June), 114233. https://doi.org/10.1016/j.jbusres.2023.114233
Ma, Y. (2021). To shop or not: Understanding Chinese consumers’ live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations. Telematics and Informatics, 59(June 2020), 101562. https://doi.org/10.1016/j.tele.2021.101562
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
Monica, F., & Japarianto, E. (2022). Analisa Pengaruh Perceived Ease of Use Dan Melalui Perceived Enjoyment Terhadap Behavior Intention Pada Digital Payment. Jurnal Manajemen Pemasaran, 16(1), 9–15. https://doi.org/10.9744/pemasaran.16.1.9-15
Nazlan, N. H., Zhang, H., Sun, J., & Chang, W. (2024). Navigating the online reputation maze: impact of review availability and heuristic cues on restaurant influencer marketing effectiveness. Journal of Hospitality Marketing and Management, 33(3), 288–307. https://doi.org/10.1080/19368623.2023.2246471
Nguyen Huu, K., Le, A. N. H., & Nguyen Dong, P. (2023). A moderating – mediating model of the urge to buy impulsively in social commerce live-streaming. Electronic Commerce Research and Applications, 60(May), 101286. https://doi.org/10.1016/j.elerap.2023.101286
Ni, Y., & Cheng, Q. (2024). Social media or online shopping websites: Will/how platforms influence eWOM effectiveness. Electronic Commerce Research and Applications, 64. https://doi.org/10.1016/j.elerap.2024.101358
Nowlis, S. M., Mandel, N., & McCabe, D. B. (2004). The Effect of a Delay between Choice and Consumption on Consumption Enjoyment. Journal of Consumer Research, 31(3), 502–510. https://doi.org/10.1086/425085
Putra, P. P., Darma, I. K., & Azis, I. S. A. (2022). Pengaruh Gross Domestic Product (GDP), Inflasi dan Profitability Terhadap Return Saham pada Sektor Infrastruktur yang Terdaftar di Bursa Efek Indonesia (BEI) Periode 2012-2019. Warmadewa Economic Development Journal (WEDJ), 5(2), 75–83. https://doi.org/10.22225/wedj.5.2.2022.75-83
Shen, J. (2012). Social comparison, social presence, and enjoyment in the acceptance of social shopping websites. Journal of Electronic Commerce Research, 13(3), 198–212.
Shi, M., Deng, L., Zhang, M., & Long, Y. (2025). How telepresence and perceived enjoyment mediate the relationship between interaction quality and continuance intention: Evidence from China Zisha-ware Digital Museum. PLoS ONE, 20(1 January), 1–29. https://doi.org/10.1371/journal.pone.0317784
Silaban, P. H., Silalahi, A. D. K., Octoyuda, E., Sitanggang, Y. K., Hutabarat, L., & Sitorus, A. I. S. (2022). Understanding hedonic and utilitarian responses to product reviews on youtube and purchase intention. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2062910
Slamet Riyanto, & Hatmawan, A. A. (2020). Metode Riset Penelitian Kuantitatif Penelitian Di Bidang Manajemen, Teknik, Pendidikan Dan Eksperimen. Deepublish.
Tertieny, U., Suhud, U., & Ferry, S. (2024). Analysis of the Influence of Perceived Enjoyment and Perceived Usefulness on Impulse Buying in Live Streaming on Online Marketplaces. Journal of Economics, Management and Trade, 30(12), 51–63. https://doi.org/https://doi.org/10.9734/jemt/2024/v30i121257
Tongco, M. D. C. (2007). Purposive sampling as a tool for informant selection. Ethnobotany Research and Applications, 5, 147–158. https://doi.org/10.17348/era.5.0.147-158
Wang, K., Wu, J., Sun, Y., Chen, J., Pu, Y., & Qi, Y. (2023). Trust in Human and Virtual Live Streamers: The Role of Integrity and Social Presence. International Journal of Human-Computer Interaction, 40(23), 8274–8294. https://doi.org/10.1080/10447318.2023.2279410
Wang, Q., Li, X., Yan, X., & Li, R. (2024). How to enhance consumers’ purchase intention in live commerce? An affordance perspective and the moderating role of age. Electronic Commerce Research and Applications, 67(April), 101438. https://doi.org/10.1016/j.elerap.2024.101438
Woodworth, R. S. (1929). Psychology. H. Holt.
Zeng, N., Ryding, D., Vignali, G., & Pantano, E. (2024). AR atmospherics and virtual social presence impacts on customer experience and customer engagement behaviours. International Journal of Retail and Distribution Management. https://doi.org/10.1108/IJRDM-08-2023-0520
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A. M., Hasani, V. V., & Paientko, T. (2024). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence and Planning, July. https://doi.org/10.1108/MIP-06-2023-0248
Downloads
Published
Versions
- 2025-11-01 (2)
- 2025-11-01 (1)
