Pengaruh Live Streaming Dan Online Customer Review Terhadap Live Streaming Yang Dimediasi Oleh Fomo Pada Pengguna Tiktokshop
DOI:
https://doi.org/10.55826/jtmit.v4i4.1369Keywords:
Live Streaming Commerce, Online customer review, Fear of missing out, TikTokShopAbstract
Penelitian ini menelaah pengaruh live streaming dan online customer review terhadap perilaku pembelian impulsif pada pengguna TikTokShop dengan fear of missing out sebagai variabel mediasi. Dilaksanakan di Kota Denpasar dengan responden generasi Z yang aktif menggunakan platform tersebut, data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan SEM-PLS. Hasil pengujian menunjukkan bahwa model memiliki kemampuan prediksi yang kuat, dengan nilai R² sebesar 0,602 untuk FOMO dan 0,767 untuk live streaming. Live streaming dan online customer review terbukti berpengaruh positif dan signifikan baik terhadap FOMO maupun live streaming, sementara FOMO berpengaruh kuat terhadap live streaming serta memediasi hubungan keduanya secara parsial. Hasil penelitian menunjukkan bahwa live streaming dan online customer review masing-masing memiliki pengaruh positif dan signifikan terhadap perilaku pembelian impulsif, sekaligus meningkatkan tingkat FOMO pada pengguna. FOMO terbukti berperan kuat dalam mendorong pembelian impulsif dan memediasi hubungan antara stimulus digital tersebut dan perilaku pembelian secara parsial namun signifikan. Model penelitian mampu menjelaskan sebagian besar variasi perilaku yang diteliti dan menunjukkan relevansi prediktif yang tinggi. Hasil pengujian menunjukkan bahwa model memiliki kemampuan prediksi yang kuat. Live streaming dan online customer review terbukti berpengaruh positif dan signifikan baik terhadap FOMO maupun live streaming, sementara FOMO berpengaruh kuat terhadap live streaming serta memediasi hubungan keduanya secara parsial. Temuan ini menegaskan peran penting fitur interaktif dan bukti sosial dalam memicu keputusan beli spontan, sehingga memberikan implikasi bagi pelaku pemasaran produk kecantikan untuk merancang strategi live commerce dan manajemen ulasan yang bertanggung jawab serta efektif.
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