PENGARUH LIVE STREAMING ATTRIBUTES TERHADAP PERCEIVED JOY DAN BEHAVIORAL INTENTION PADA PENGGUNA LIVE STREAMING TIKTOK DI SURABAYA
DOI:
https://doi.org/10.35794/jmbi.v12i2.61243Abstrak
Abstrak: Penelitian ini bertujuan untuk meneliti dan membuktikan pengaruh atribut livestream terhadap perceived joy dan behavioral intention pada pengguna live streaming TikTok di Surabaya. Penelitian ini menggunakan teknik Structural Equation Modeling (SEM) berbasis Covariance-Based (CB) untuk melakukan analisis jalur dengan menggunakan perangkat lunak AMOS (Analysis of Moment Structure). Responden dalam penelitian ini berjumlah 200 orang yang telah menggunakan serta bertransaksi melalui live streaming TikTok Shop, yang dipilih dengan metode purposive sampling. Ruang lingkup penelitian mencakup atribut livestreaming, yaitu information task-fit, visual effect, dan sociability sebagai variabel independen. Variabel dependen dalam penelitian ini adalah perceived joy dan behavioral intention, sementara variabel motivational mindset (promotion focus/prevention focus) berperan sebagai variabel moderasi. Hasil penelitian menunjukkan bahwa sociability dipengaruhi oleh perceived joy; perceived joy berpengaruh signifikan terhadap behavioral intention; serta motivational mindset (promotion focus/prevention focus) memoderasi hubungan antara perceived joy dan behavioral intention. Namun, information task-fit dan visual effect tidak berpengaruh signifikan terhadap perceived joy, serta information task-fit dan sociability tidak berpengaruh signifikan terhadap behavioral intention.
Kata Kunci: Live Streaming Attributes, Perceived Joy, Information Task-Fit, Visual Effect, Sociability, Behavioral Intention, Online Live Streaming Shopping
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