PERAN MEDIASI TRUST DALAM PENGARUH SOCIAL PRESENCE DAN INTERACTIVITY TERHADAP PURCHASE INTENTION PADA LIVE STREAMING COMMERCE

Muhammad Ilham Supriyanto, Kurniawati Kurniawati, Renny Risqiyani

Abstract


ABSTRAK


Live streaming commerce telah mengubah cara berbelanja online dengan memungkinkan interaksi secara real-time antara penjual dan konsumen. Namun, meskipun tingkat keterlibatan selama sesi live streaming tinggi, konversi dari penonton menjadi pembeli masih relatif rendah. Penelitian ini mengkaji bagaimana social presence dan interactivity mempengaruhi purchase intention konsumen dalam live streaming shopping, dengan trust sebagai variabel mediasi. Penelitian ini menggunakan kerangka Stimulus–Organism–Response (S–O–R). Penelitian ini menggunakan desain kausal kuantitatif dengan data survei dari 234 responden yang pernah menonton live streaming shopping dalam tiga bulan terakhir. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan AMOS. Hasil penelitian menunjukkan social presence dan interactivity berpengaruh positif terhadap trust dan purchase intention. interactivity memiliki pengaruh paling kuat terhadap trust, yang menekankan pentingnya komunikasi yang responsif serta keterlibatan secara real-time. trust juga secara signifikan memediasi hubungan antara social presence, interactivity, dan purchase intention. Temuan ini menunjukkan bahwa platform live streaming dan para streamer perlu memprioritaskan strategi komunikasi yang interaktif, transparan, dan mampu membangun keterlibatan sosial untuk memperkuat kepercayaan konsumen serta meningkatkan konversi pembelian dalam lingkungan perdagangan digital secara lebih efektif dan berkelanjutan.


ABSTRACT


Live streaming commerce has transformed online shopping by enabling real-time interactions between sellers and consumers. However, despite high engagement levels during live streaming sessions, the conversion of viewers into buyers remains relatively low. This study examines how social presence and interactivity influence consumers' purchase intentions in live streaming shopping, with trust serving as a mediating variable. The study adopts the Stimulus–Organism–Response (S–O–R) framework and employs a quantitative causal research design, based on survey data from 234 respondents who had watched live streaming shopping within the past three months. The data were analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that social presence and interactivity positively affect trust and purchase intention. Interactivity has the strongest influence on trust, highlighting the importance of responsive communication and real-time engagement. Trust also significantly mediates the relationship between social presence, interactivity, and purchase intention. These findings suggest that live streaming platforms and streamers should prioritize interactive, transparent communication strategies that foster social engagement to strengthen consumer trust and enhance purchase conversion in digital commerce more effectively and sustainably


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DOI: http://dx.doi.org/10.35906/jep.v12i1.2832

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