Analisis Faktor-Faktor Stimulus Facebook Live Marketing Berdasarkan Perspektif Kerangka Kerja Stimulus-Organism-Response (S-O-R)
DOI:
https://doi.org/10.29407/inotek.v3i1.503Abstract
Social commerce (s-commerce) adalah salah satu bentuk evolusi dari e-commerce dengan memanfaatkan data dan interaksi jejaring media sosial. Facebook live merupakan salah satu trend marketing dari s- commerce saat ini. Konten berbagi video siaran langsung tersebut dapat menghubungkan banyak audiens secara real- time. Namun, karena seller online shop terkadang tidak memiliki toko fisik, dengan demikian resiko dan keraguan pelanggan kian membesar. Untuk mengatasi hal tersebut diperlukan teknik stimulus yang tepat guna meningkatkan kepercayaan pelanggan sehingga dapat berdampak pada niat pembelian. Penelitian ini bertujuan untuk mengungkap faktor-faktor stimulus dari facebook live marketing yang dapat mempengaruhi niat pembelian oleh konsumen (purchase intention). Model yang dikembangkan diadopsi dari kerangka kerja Stimulus-Organism-Response (SOR framework), karena SOR framework dapat digunakan untuk melakukan prediksi terhadap perilaku individu dalam menggunakan e- commerce. Model penelitian diuji secara empiris dengan data survei 100 pengguna facebook live marketing. Teknik analisis Structural Equation Modeling (SEM) dengan bantuan tools SmartPLS 3.0 digunakan untuk membantu proses analisis. Hasilnya menunjukkkan bahwa promotion dan support for recommendation berdampak positif terhadap perceived utilitarian value, selain itu similarity, expertise, promotion, entertainment dan support for social interaction secara positif mempengaruhi perceived hedonic value. Akhirnya dengan dimediasi oleh trust, perceived utilitarian value dan perceived hedonic value terbukti berpengaruh positif terhadap purchase intention.
Keywords:
e-commerce, facebook live, s-commerce, SOR framework##plugins.themes.default.displayStats.downloads##
References
O. Gibreel, D. A. AlOtaibi, and J. Altmann, “Social commerce development in emerging markets,” Electron. Commer. Res. Appl., vol. 27, pp. 152–162, 2018.
F. Liébana-Cabanillas and M. Alonso-Dos-Santos, “Factors that determine the adoption of Facebook commerce: The moderating effect of age,” J. Eng. Technol. Manag. - JET-M, vol. 44, pp. 1–18, 2017.
Y. Bai, Z. Yao, and Y. F. Dou, “Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com,” Int. J. Inf. Manage., vol. 35, no. 5, pp. 538–550, 2015.
Facebook, “Statistics of Facebook,” 2018. [Online]. Available: https://newsroom.fb.com/company-info/. [Accessed: 05-May-2018].
C. C. Chen and Y. C. Lin, “What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement,” Telemat. Informatics, vol. 35, no. 1, pp. 293–303, 2018.
K. Yu, “10 trends for Marketers to prepare for in 2018 Insights and tips from Mediative ’ s,” Mediative, 2018.
Asosiasi Penyelenggara Jasa Internet Indonesia - APJII, “Infografis Penetrasi & Perilaku Pengguna Internet Indonesia - Survey 2017,” 2017.
Wowza Media Systems, “The Facebook Live Streaming Benchmark 2017,” 2017.
K. Marett, J. F. George, C. C. Lewis, M. Gupta, and G. Giordano, “Beware the dark side: Cultural preferences for lying online,” Comput. Human Behav., vol. 75, pp. 834–844, 2017.
S. Farivar, O. Turel, and Y. Yuan, “A trust-risk perspective on social commerce use : an examination of the biasing role of habit,” 2017.
J. Chen and X. L. Shen, “Consumers’ decisions in social commerce context: An empirical investigation,” Decis. Support Syst., vol. 79, pp. 55– 64, 2015.
H. Zhang, Y. Lu, S. Gupta, and L. Zhao, “What motivates customers to participate in social commerce? the impact of technological environments and virtual customer experiences,” Inf. Manag., vol. 51, no. 8, pp. 1017–1030, 2014.
H. Liu, H. Chu, Q. Huang, and X. Chen, “Enhancing the flow experience of consumers in China through interpersonal interaction in social commerce,” Comput. Human Behav., vol. 58, pp. 306–314, 2016.
Y. Wang and C. Yu, “Social interaction-based consumer decision-making model in social commerce : The role of word of mouth and observational learning,” Int. J. Inf. Manage., vol. 37, no. 3, pp. 179–189, 2017.
L. Xiang, X. Zheng, M. K. O. Lee, and D. Zhao, “Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction,” Int. J. Inf. Manage., vol. 36, no. 3, pp. 333–347, 2016.
X. Hu, Q. Huang, X. Zhong, R. M. Davison, and D. Zhao, “The influence of peer characteristics and technical features of a social shopping website on a consumer’s purchase intention,” Int. J. Inf. Manage., vol. 36, no. 6, pp. 1218–1230, 2016.
M. Dehghani, M. K. Niaki, I. Ramezani, and R. Sali, “Evaluating the influence of YouTube advertising for attraction of young customers,” Comput. Human Behav., vol. 59, pp. 165–172, 2016.
J. B. Smith, “Buyer-seller relationships: Similarity, relationship management, and quality,” Psychol. Mark., vol. 15, no. 1, pp. 3–21, 1998.
I. Ben Yahia, N. Al-Neama, and L. Kerbache, “Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage,” J. Retail. Consum. Serv., vol. 41, pp. 11–19, 2018.
J. Cho, “The mechanism of trust and distrust formation and their relational outcomes,” J. Retail., vol. 82, no. 1, pp. 25–35, 2006.
H. Z. Mukarom and M. W.Laksana, Manajemen Publik Relation Panduan Efektif Pengelolaan Hubungan Masyarakat. Bandung: Pustaka Setia, 2015.
C. Chen and J. Yao, “What drives impulse buying behaviors in a mobile auction ? The perspective of the Stimulus-Organism-Response model,” Telemat. Informatics, no. December 2017, pp. 0–1, 2018.
Z. Hilvert-Bruce, J. T. Neill, M. Sjöblom, and J. Hamari, “Social motivations of live-streaming viewer engagement on Twitch,” Comput. Human Behav., vol. 84, pp. 58–67, 2018.
J. W. Overby and E. J. Lee, “The effects of utilitarian and hedonic online shopping value on consumer preference and intentions,” J. Bus. Res., vol. 59, no. 10–11, pp. 1160–1166, 2006.
B. Kesari and S. Atulkar, “Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values,” J. Retail. Consum. Serv., vol. 31, pp. 22–31, 2016.
C. Bisdikian, C. Gibson, S. Chakraborty, M. B. Srivastava, M. Sensoy, and T. J. Norman, “Inference management, trust and obfuscation principles for quality of information in emerging pervasive environments,” Pervasive Mob. Comput., vol. 11, pp. 168–187, 2014.
B. Yoo, N. Donthu, and S. Lee, “An examination of selected marketing mix elements and brand equity,” J. Acad. Mark. Sci., vol. 28, no. 2, pp. 195–211, 2000.
Z. Mustafa, Mengurai Variabel hingga Instrumen. Yogyakarta: Graha Ilmu, 2013.
Downloads
Published
Issue
Section
License
Copyright (c) 2020 Wisnu Kurniadi, Teduh Dirgahayu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- The author grants the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License
