PENINGKATAN NIAT PEMBELIAN (PURCHASE INTENTION) DAN PERILAKU PEMBELIAN (PURCHASE BEHAVIOR) MELALUI LIVE STREAMING DI MARKETPLACE
DOI:
https://doi.org/10.31539/costing.v7i6.13732Keywords:
, Merek, Siaran Langsung, Niat Membeli, Perilaku Pembelian.Abstract
Penelitian ini menyelidiki dampak harga, nilai, kepercayaan merek, dan citra merek terhadap niat pembelian dan perilaku pembelian selama siaran langsung di marketplace. Penggunaan fitur siaran langsung yang semakin meningkat oleh pemasar di era saat ini bertujuan untuk meningkatkan popularitas toko dan kinerja penjualan. Tujuan penelitian ini adalah untuk menganalisis faktor-faktor yang memengaruhi niat dan perilaku pembelian melalui siaran langsung di marketplace. Penelitian ini menggunakan metode purposive sampling dengan menyebarkan kuesioner melalui Google Form, mengumpulkan tanggapan dari 382 partisipan. Sampel terdiri dari pelanggan di Kota Batam yang berbelanja melalui siaran langsung di marketplace. Hasil penelitian menunjukkan bahwa nilai, citra merek, kepercayaan merek, dan niat pembelian secara signifikan memengaruhi niat pembelian dan perilaku pembelian, sedangkan faktor harga tidak memiliki pengaruh yang signifikan. Penelitian ini bertujuan untuk memberikan edukasi kepada pelanggan tentang faktor-faktor utama yaitu harga, nilai, kepercayaan merek, dan citra merek, yang perlu dipertimbangkan saat membuat keputusan pembelian melalui siaran langsung di marketplace. Namun, penelitian ini terbatas pada wilayah Kota Batam.
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Ramadhani, K. P., & Martini, E. (2021). The role of instagram social media brand page experience on consumer engagement of indihome brand loyalty customer. Asian Journal of Research in Business and Management, 3(1), 51–61.
Wu, X., Chen, H. X., & Li, X. (2019). The moderation effect of social factors on marketing factors in consumer research. Transnational Corporations Review, 11(2), 157–165. https://doi.org/10.1080/19186444.2019.1603778.
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Zhong, Y., Zhang, Y., Luo, M., Wei, J., Liao, S., Tan, K. L., & Yap, S. S. N. (2022). I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students’ purchase intention in a live-streaming shopping environment. Young Consumers, 23(3), 449–467. https://doi.org/10.1108/YC-08-2021-1367.
Zou, Y. (2023). Influence of brand image on consumer behaviour. Advances in Economics, Management and Political Sciences, 48(1), 27–30. https://doi.org/10.54254/2754-1169/48/20230420.
Albari & Safitri, Indah. (2018). The Influence of product price on consumers’ purchasing decisions. Review of Integrative Business and Economics Research, 7(2). http://buscompress.com/journal-home.html.
Ali, A., Sherwani, M., Ali, A., Ali, Z., & Sherwani, M. (2020). Investigating the antecedents of halal brand product purchase intention: an empirical investigation. Journal of Islamic Marketing, 12(7), 1339–1362. https://doi.org/10.1108/JIMA-03-2019-0063.
Bangun, C. S., Suhara, T., & Husin, H. (2023). The application of theory of planned behavior and perceived value on online purchase behavior. Technomedia Journal, 8(1SP), 123–134. https://doi.org/10.33050/tmj.v8i1sp.2074.
Benhardy, K. A., Hardiyansyah, Putranto, A., & Ronadi, M. (2020). Brand image and price perceptions impact on purchase intentions: Mediating brand trust. Management Science Letters, 10(14), 3425–3432. https://doi.org/10.5267/j.msl.2020.5.035.
Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, 398–406. https://doi.org/10.1016/j.jbusres.2019.11.040.
Charton-Vachet, F., Lombart, C., & Louis, D. (2020). Impact of attitude towards a region on purchase intention of regional products: the mediating effects of perceived value and preference. International Journal of Retail and Distribution Management, 48(7), 707–725. https://doi.org/10.1108/IJRDM-09-2019-0315.
DAM, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. Journal of Asian Finance, Economics and Business, 7(10), 939–947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939.
Dorce, L. C., da Silva, M. C., Mauad, J. R. C., de Faria Domingues, C. H., & Borges, J. A. R. (2021). Extending the theory of planned behavior to understand consumer purchase behavior for organic vegetables in Brazil: The role of perceived health benefits, perceived sustainability benefits and perceived price. Food Quality and Preference, 91. https://doi.org/10.1016/j.foodqual.2021.104191.
Ellison, B., McFadden, B., Rickard, B. J., & Wilson, N. L. W. (2021). Examining food purchase behavior and food values during the COVID-19 pandemic. Applied Economic Perspectives and Policy, 43(1), 58–72. https://doi.org/10.1002/aepp.13118.
Firdausa NUZULA, I., & Wahyudi, L. (2022). The influence of perceived risk, perceived quality, brand attitude, and E-WoM on purchase intention. Expert Journal of Business and Management, 10(2), 51–64. http://Business.ExpertJournals.com.
Gu, Q., Li, M., & Kim, S. (Sam). (2021). The role of nostalgia-evoking stimuli at nostalgia-themed restaurants in explaining benefits, consumption value and post-purchase behavioral intention. International Journal of Hospitality Management, 96. https://doi.org/10.1016/j.ijhm.2021.102955.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203.
Ihzaturrahma, N., & Kusumawati, N. (2021). Influence of integrated marketing communication to brand awareness and brand image toward purchase intention of local fashion product. International Journal of Entrepreneurship and Management Practices, 4(15), 23–41. https://doi.org/10.35631/ijemp.415002.
Isbahi, M. B. (2023). Factors influencing purchase behavior: consumer interest, price, and product quality (literature review hrm) (Vol. 1, Issue 1).
Kesumahati, E., & Jecki. (2022). Purchase intention of batam people against foreign sellers in the marketplace. Business and Entrepreneurial Review, 22(2), 251–272. https://doi.org/10.25105/ber.v22i2.14544.
Khaleeli, M., Oswal, N., & Sleem, H. (2021). The moderating effect of price consciousness on the relationship between green products purchase intention and customers’ purchase behavior: Does environmental knowledge matters? ,. Management Science Letters, 1651–1658. https://doi.org/10.5267/j.msl.2020.12.007.
Mantik, J., Rivaldo, Y., Victor Kamanda, S., & Yusman, E. (2022). 2022) 2393-2399 Accredited. In Jurnal Mantik (Vol. 6, Issue 2).
Maulana, Y. S., & Marista, M. (2021). The effect of brand image and brand trust on oppo cellphones purchasing decisions in banjar city, Jurnal Manajemen Bisnis 8(2).
Mbete, G. S., & Tanamal, R. (2020). Effect of easiness, service quality, price, trust of quality of information, and brand image of consumer purchase decision on shopee online purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100. https://doi.org/10.32493/informatika.v5i2.4946.
Ohanna, N., & Kesumahati, E. (2024). Faktor yang memengaruhi purchase intention melalui brand image pada skincare lokal di kota batam. Jurnal Manajerial, 11(01), 21. https://doi.org/10.30587/jurnalmanajerial.v11i01.6490.
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). https://doi.org/10.1016/j.heliyon.2020.e04284.
Rahman, M. A., Abir, T., Yazdani, D. M. N., Hamid, A. B. A., & Al Mamun, A. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi’an University Of Architecture & Technology, XII(III). https://doi.org/10.37896/jxat12.03/452.
Ramadhani, K. P., & Martini, E. (2021). The role of instagram social media brand page experience on consumer engagement of indihome brand loyalty customer. Asian Journal of Research in Business and Management, 3(1), 51–61.
Wu, X., Chen, H. X., & Li, X. (2019). The moderation effect of social factors on marketing factors in consumer research. Transnational Corporations Review, 11(2), 157–165. https://doi.org/10.1080/19186444.2019.1603778.
Xu, C., Li, Z., & Su, J. (2022). Live shopping interactivity, social presence and sustainable consumer purchase intention: based on TAM model. International Journal of Sustainable Development and Planning, 17(8), 2631–2639. https://doi.org/10.18280/ijsdp.170832.
Zhong, Y., Zhang, Y., Luo, M., Wei, J., Liao, S., Tan, K. L., & Yap, S. S. N. (2022). I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students’ purchase intention in a live-streaming shopping environment. Young Consumers, 23(3), 449–467. https://doi.org/10.1108/YC-08-2021-1367.
Zou, Y. (2023). Influence of brand image on consumer behaviour. Advances in Economics, Management and Political Sciences, 48(1), 27–30. https://doi.org/10.54254/2754-1169/48/20230420.
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2024-12-18
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