Keywords
facebook live
s-commerce
SOR framework
How to Cite
Abstract
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.
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