ANALISIS HUBUNGAN SOCIAL PRESENCE, PLEASURE, DAN IMPULSIVE BUYING DALAM KONTEKS LIVE STREAMING TIKTOK PADA GENERASI Z
DOI:
https://doi.org/10.61722/jemba.v2i5.1296Keywords:
Social Presence, Streamer, Viewers, Pleasure, Impulsive Buying, TikTok Shop, PLS-SEM.Abstract
Penelitian ini bertujuan untuk mengkaji pengaruh kehadiran sosial streamer
dan kehadiran sosial pemirsa terhadap pembelian impulsif melalui kesenangan sebagai
variabel mediasi pada konteks live streaming TikTok Shop di kalangan Generasi Z.
Metode penelitian ini menggunakan Analisa Structural Equation Modeling (SEM)
dengan menggunakan Partial Least Square (PLS), software yang digunakan adalah
SmartPLS versi 4. Data dikumpulkan dari 270 responden pengguna aktif TikTok yang
pernah melakukan pembelian siaran melalui langsung (live streaming). Dapat
disimpulkan bahwa terdapat pengaruh positif dan signifikan dari kehadiran sosial
streamer terhadap kesenangan pada live streaming TikTok shop di kalangan gen Z, terdapat
pengaruh positif dan signifikan dari kehadiran sosial pemirsa terhadap kesenangan pada
streaming langsung TikTok toko di kalangan gen Z, terdapat pengaruh positif dan signifikan dari
kesenangan terhadap pembelian impulsif pada streaming langsung toko TikTok di kalangan gen Z,
terdapat pengaruh positif dan signifikan dari kehadiran sosial streamer terhadap
pembelian impulsif pada streaming langsung TikTok toko di kalangan gen Z, terdapat pengaruh
positif dan signifikan dari kehadiran sosial pemirsa pembelian impulsif pada
streaming langsung toko TikTok di kalangan gen Z, terdapat pengaruh positif dan signifikan dari
kehadiran sosial streamer dan kehadiran sosial pemirsa terhadap pembelian impulsif
melalui mediasi kesenangan pada live streaming TikTok shop di kalangan gen Z.
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