Pengaruh Live Streaming Shopping Terhadap Penjualan Barang Thrifshop Di Kota Batam

Abstract

This research is based on the phenomenon of selling goods with live broadcasts on social media since the Covid-19 pandemic to know several factors that influence purchase intentions on live streaming shopping on the sale of used goods in Batam City. The study was conducted by collecting 330 samples obtained by distributing questionnaires to people who had watched live broadcasts of used clothes on social media. The data is processed using Smart PLS version 26. The results of this study indicate that Social Interaction does not affect Purchase Intention, followed by Social Interaction which affects Trust. Consumer involvement has a significant effect on trust, followed by perceived economic benefits which have a significant effect on trust, subjective norms and perceived prices have a significant effect on purchase intention. Meanwhile, Subjective Norm does not affect Purchase Intention. For the moderating effect, trust has a significant effect on purchase intention. Through this research, it is hoped that it can provide a view to the public that selling through live broadcasts is the best marketing system

The Influence of Live Streamer Interaction on Purchase Intention with Brand Love as a Moderating Variable

“…In line with this statement, the results of the third table of path coefficients show that the Live-Streaming Interaction variable can have a positive relationship and a significant influence on purchasing decisions because the P-Values value is positive and is below the significance level of 0.05, namely 0.004. These results are in line with research (Hulu & Christiarini, 2023); (Lestari, 2021); (Kurniastuti et al, 2022); (Febriani & Sudarwanto, 2023)& (Saputra & Fadhilah, 2022).…”

“…There are several studies showing (Hulu & Christiarini, 2023); (Lestari, 2021); (Kurniastuti et al, 2022); (Febriani & Sudarwanto, 2023)& (Saputra & Fadhilah, 2022) show a positive relationship and a significant influence on purchasing decisions. Different from previous studies, this research adds the Brand Love variable as a moderating variable.…”