Analisa Daya Tarik Pembelian di Social Commerce Melalui Video Streaming Studi pada Masyarakat Batam dan Tanjung Pinang
DOI:
https://doi.org/10.35891/jsb.v9i2.3168Keywords:
Social Commerce, Video Streaming, Purchase Intention, Niat BeliAbstract
English Version
The purpose of this study is to determine the relationship between the variables of social interactions, perceived economic benefits, brand awareness, consumer engagement, social media marketing, and trust towards purchase intention on social commerce streaming video subscriptions in Tanjungpinang and Batam city. The research was conducted by utilizing 273 data obtained through the distribution of questionnaires. The sample in this study is people who have subscribed to video streaming between Netflix or VIU in social commerce and are residing in Tanjungpinang and Batam city. The total sample in this study is based on the Hair et al., 2019 method, which is parameter 1:10. The software used in this study is Smart PLS version 26. The results show that there is a significant positive effect on every variable towards purchase intention, except for brand awareness and social media marketing variables. The results of this study will be useful for Social Commerce entrepreneurs in increasing consumer purchase intention toward video streaming.
Versi Indonesia
Tujuan dilakukan penelitian ini yaitu untuk mengetahui hubungan antara variabel social interactions, perceived economic benefit, brand awareness, consumer engagement, social media marketing, dan trust terhadap purchase intention pada video streaming social commerce di Kota Tanjungpinang dan Batam. Penelitian dilakukan dengan memanfaatkan 273 data yang didapatkan melalui pembagian kuesioner. Sampel pada penelitian ini berupa masyarakat yang pernah berlangganan video streaming Netflix atau VIU di social commerce dan berdomisili di Kota Tanjungpinang dan Batam. Total sampel pada penelitian ini berpatokan pada metode Hair et al., 2019 yaitu parameter 1:10. Software yang digunakan pada penelitian ini yaitu dengan memanfaatkan Smart PLS versi 26. Hasil penelitian menunjukkan terdapat pengaruh signifikan positif pada setiap variabel terhadap purchase intention, kecuali variabel brand awareness dan social media marketing. Hasil penelitian ini akan bermanfaat bagi pengusaha social commerce dalam meningkatkan daya tarik beli konsumen terhadap video streaming.
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