Pengaruh Live streaming Commerce terhadap Kepercayaan dan Niat Beli: Studi pada Tiktok Shop Menggunakan Model SOR
Keywords:
live streaming commerce, kepercayaan, niat beli, tiktok shopAbstract
Penelitian ini bertujuan untuk menguji pengaruh atribut live streaming commerce yaitu keinformatifan, interaktifitas, hiburan, visualisasi dan profesionalisme terhadap kepercayaan dan niat membeli di tiktok shop dengan menggunakan kerangka stimulus organisme dan respon (SOR). Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling pada pengguna aktif tiktok shop di Indonesia. Data dikumpulkan melalui kuesioner online dengan 339 responden yang terlibat dan dianalisis menggunakan alat analisis smartPLS 4 untuk menguji hubungan antar variabel. Hasil temuan penelitian menunjukkan bahwa keinformatifan, hiburan, visualisasi, dan profesionalisme berpengaruh positif dan signifikan dalam meningkatkan kepercayaan konsumen, sedangkan interaktivitas tidak berpengaruh signifikan. Selain itu, kepercayaan terbukti memiliki peran penting dalam meningkatkan niat membeli. Temuan ini menekankan pentingnya penyajian konten live streaming yang informatif, menghibur, menarik secara visual, dan profesional untuk membangun kepercayaan serta mendorong niat beli konsumen. Penelitian ini memberikan konstribusi dalam memperkaya literatur pemasaran live streaming serta memberikan implikasi praktis bagi pelaku usaha dan platform untuk mengoptimalkan strategi penjualan menggunakan live streaming.
References
Alawiah, R., & Hayu, R. S. (2025). “ Buy Now or Be Left Behind !” : How Does Social Media Marketing, Celebrity Endorsement, Peer Pressure, and Testimonial Affect Online Impulse Buying Behaviour? Jurnal Ekonomi, Manajemen, Dan Perbankan (JEMP), 11(2), 209–226.
Arum, V. B. S., Nadhira, A., & Setyaning, A. (n.d.). Menarik Minat Konsumen Melalui Live Streaming di Dalam Toko: Analisis Pengaruhnya Terhadap Minat Pembelian. 03, 1349–1365.
Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. TVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video, 81–88. https://doi.org/10.1145/3210825.3210837
Che Wel, C. A., Mohamad Yadi, N. M., Abdul Hamid, S. N., & Rosli, N. binti. (2023). The Influence of Streamer’s Characteristics on Consumer Purchase Intention Through Live Streaming. International Journal of Academic Research in Business and Social Sciences, 13(11), 603–616. https://doi.org/10.6007/ijarbss/v13-i11/19299
Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303. https://doi.org/10.1016/j.tele.2017.12.003
Chen, J., & Wu, Y. (2024). Would you be willing to purchase virtual gifts during esports live streams? Streamer characteristics and cultural traits. Computers in Human Behavior, 152(November 2023). https://doi.org/10.1016/j.chb.2023.108075
Ding, R., Chen, X., Wei, S., & Wang, J. (2025). What drives trust building in live streaming E-commerce? From an elaboration likelihood model perspective. Industrial Management and Data Systems, 125(3), 969–999. https://doi.org/10.1108/IMDS-03-2024-0273
Elsholiha, H. D., Najib, M. F., & Amalia, F. A. (2023). Influence of Live-Streaming Shopping Activities on Attitude Toward Purchase Intention. Journal of Marketing Innovation (JMI), 3(2), 110–129. https://doi.org/10.35313/jmi.v3i2.96
Fang, J., Chen, L., Wen, C., & Prybutok, V. R. (2018). Co-viewing Experience in Video Websites: The Effect of Social Presence on E-Loyalty. International Journal of Electronic Commerce, 22(3), 446–476. https://doi.org/10.1080/10864415.2018.1462929
Festyan, D., Viona, A., Simon, R., & Sundjaja, A. M. (2023). Descriptive Analysis of Impulsive Purchase Intention on Live-Streaming Commerce in Indonesia. E3S Web of Conferences, 426. https://doi.org/10.1051/e3sconf/202342601002
Galuh Putri Riyanto, Y. P. (2024, October 28). Indonesia Pengguna TikTok Terbesar di Dunia, Tembus 157 Juta Kalahkan AS. Kompas. https://tekno.kompas.com/read/2024/10/25/15020057/indonesia-pengguna-tiktok-terbesar-di-dunia-tembus-157-juta-kalahkan-as
Guo, L., Hu, X., Lu, J., & Ma, L. (2021). Effects of customer trust on engagement in live streaming commerce: mediating role of swift guanxi. Internet Research, 31(5), 1718–1744. https://doi.org/10.1108/INTR-02-2020-0078
Haniyah, N., & Andriani, M. (2025). Pengaruh Perceived Value Tiktok Live melalui Customer Engagement pada Gen-Z di Jabodetabek. Jurnal Ekonomi, Manajemen, Dan Perbankan (JEMP), 11(1), 99–118.
Hochreiter, V., Benedetto, C., & Loesch, M. (2023). The Stimulus-Organism-Response (S-O-R) Paradigm as a Guiding Principle in Environmental Psychology: Comparison of its Usage in Consumer Behavior and Organizational Culture and Leadership Theory. Journal of Entrepreneurship and Business Development, 3(1), 7–16. https://doi.org/10.18775/jebd.31.5001
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50–68. https://doi.org/10.2307/1251841
Li, G., Jiang, Y., & Chang, L. (2022). The Influence Mechanism of Interaction Quality in Live Streaming Shopping on Consumers’ Impulsive Purchase Intention. Frontiers in Psychology, 13(July), 1–13. https://doi.org/10.3389/fpsyg.2022.918196
Li, J., Tao, Z., & Aisihaer, N. (2024). Effect of visualization of production process on consumers’ purchase intentions in farmer-assisted livestreaming. Asia Pacific Journal of Marketing and Logistics, 36(10), 2577–2592. https://doi.org/10.1108/APJML-08-2023-0745
Li, M., Wang, Q., & Cao, Y. (2022). Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework. International Journal of Environmental Research and Public Health, 19(7). https://doi.org/10.3390/ijerph19074378
Liu, F., Lu, M., Chen, S. Y., & Duan, K. (2020). Research on the impact of online celebrity live streaming on consumer purchasing intentions and mechanisms. Chinese Journal of Management, 17(1), 94–104.
Liu, J., & Zhang, M. (2024). Formation mechanism of consumers’ purchase intention in multimedia live platform: a case study of taobao live. Multimedia Tools and Applications, 83(2), 3657–3680. https://doi.org/10.1007/s11042-023-15666-6
Liu, X., Zhang, L., & Chen, Q. (2022). The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust. Frontiers in Psychology, 13(August), 1–14. https://doi.org/10.3389/fpsyg.2022.995129
Lv, J., Cao, C., Xu, Q., Ni, L., Shao, X., & Shi, Y. (2022). How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming. Sustainability (Switzerland), 14(14). https://doi.org/10.3390/su14148907
Lyu, B. (2021). How is the Purchase Intention of Consumers Affected in the Environment of E-commerce Live Streaming? Proceedings of the 2021 International Conference on Financial Management and Economic Transition (FMET 2021), 190(Fmet), 50–59. https://doi.org/10.2991/aebmr.k.210917.009
Ma, E., Liu, J., & Li, K. (2023). Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention. Frontiers in Psychology, 14(March), 1–13. https://doi.org/10.3389/fpsyg.2023.1109092
Ma, L., Gao, S., & Zhang, X. (2022). How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability (Switzerland), 14(2), 1–20. https://doi.org/10.3390/su14021045
Martono, N. (2014). Metode Penelitian Kuantitatif : Analisis Isi dan Analisi Data Sekunder. In S. P. U. Utami (Ed.), PT Rajagrafindo Persada (revisi 2). PT Rajagrafindo Persada.
Maulidina, Z., & Hidayati, A. (2023). the Role of Tiktok Live Streaming Commerce on Purchase Intention: Insight From Stimulus-Organism-Response (Sor) Framework. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 9(1), 79–90. https://doi.org/10.34203/jimfe.v9i1.6570
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. In An approach to environmental psychology. The MIT Press.
Moh Thaha Rizieq Hentihu, R. J. (2024). Factors influencing customer purchase decision. Journal of Theoretical and Applied Information Technology, 102(24), 8963–8978. https://doi.org/10.14419/ijet.v7i2.7.11435
Mufrida, I. E. (2024). Orang Indonesia Paling Sering Habiskan Waktu untuk Main Sosial Media. Goodstates. https://goodstats.id/article/orang-indonesia-paling-sering-habiskan-waktu-untuk-main-sosial-media-nETfh
Nayden, T. (2025). TikTok Revenue and Usage Statistics (2025). Bussiness of Apps. https://www.businessofapps.com/data/tik-tok-statistics/
Pratondo, K. R., Marsudi, M., & Wijaya, R. (2023). Customer Trust and Interaction Quality as a Mediating: The Effect of Quality of Information on Purchase Decision. Business Innovation Management and Entrepreneurship Journal (BIMANTARA), 2(02), 106–121. https://doi.org/10.22219/bimantara.v2i02.27474
Qing, C., & Jin, S. (2022). What Drives Consumer Purchasing Intention in Live Streaming E-Commerce? Frontiers in Psychology, 13(June), 1–11. https://doi.org/10.3389/fpsyg.2022.938726
Rinanda, I., & Millanyani, H. (2024). International Journal of Social Science and Human Research The Influence of Professionalism and Interaction on Purchase Intention in TikTok Shop Live Streaming. 07(09), 7075–7081. https://doi.org/10.47191/ijsshr/v7-i09-41
Schreiner, M., Fischer, T., & Riedl, R. (2021). Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda. Electronic Commerce Research, 21(2), 329–345. https://doi.org/10.1007/s10660-019-09353-8
Scuderia, A. M. (2024, October 23). Platform Liveshopping Terbanyak Digunakan di Indonesia Tahun 2024. Goodstats. https://data.goodstats.id/statistic/platform-live-shopping-terbanyak-digunakan-di-indonesia-tahun-2024-56W4S
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
Tanzil, F., Rofianto, W., & Simatupang, B. M. (2025). The Art of Seduction : How Customer Experience Drives Attitudinal Loyalty and Online Impulse Buying on Shopee. Jurnal Ekonomi, Manajemen, Dan Perbankan (JEMP), 11(2), 227–244.
Tian, B., Chen, J., Zhang, J., Wang, W., & Zhang, L. (2023). Antecedents and Consequences of Streamer Trust in Livestreaming Commerce. Behavioral Sciences, 13(4). https://doi.org/10.3390/bs13040308
Wang, K., Zhang, C., Li, S., Tong, X., & Liao, D. (2025). Do the characteristics of live streaming matter? The evidence from China on consumer purchase intention. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-12-2023-0324
Wang, X., Aisihaer, N., & Aihemaiti, A. (2022). Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1021256
Widiastuti, L. P., & Ningrum, N. K. (2024). The Influence of Live Streaming Commerce on Purchase Intention Based on The Stimulus-Organism-Response ( SOR ) Framework of Aerostreet Live Stream Consumers in Shopee E-Commerce. 5(4), 3289–3300.
Xu, P., Cui, B. J., & Lyu, B. (2022). Influence of Streamer’s Social Capital on Purchase Intention in Live Streaming E-Commerce. Frontiers in Psychology, 12(January), 1–13. https://doi.org/10.3389/fpsyg.2021.748172
Xu, W., Zhang, X., Chen, R., & Yang, Z. (2023). How do you say it matters? A multimodal analytics framework for product return prediction in live streaming e-commerce. Decision Support Systems, 172(April), 113984. https://doi.org/10.1016/j.dss.2023.113984
Xue, J., Liang, X., Xie, T., & Wang, H. (2020). See now, act now: How to interact with customers to enhance social commerce engagement? Information and Management, 57(6), 103324. https://doi.org/10.1016/j.im.2020.103324
Yee Xin, N., Zing Ying, N., Anis Batrisya, N., Shahdeena, N., Azriel, M., Rezandi, M., Ayu Silvi Septya Dewi, K., & Raez Naqvi, R. (2023). How does TikTok Shop Live Streaming Advertising Influence their Consumers’ Purchase Intention? Advances in Global Economics and Business Journal, 4. (http://agebj.org/index.php/agebj/issue/view/7), 13–25. http://agebj.org/index.php/agebj/article/view/77/35
Yoo, B., & Donthu, N. (2001). Developing a Scale to Measure the Perceived Quality of an Iinternet Shopping Site (SiteQual). Quarterly Journal of Electronic Commerce, 2(1), 31–46.
Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13), e33518. https://doi.org/10.1016/j.heliyon.2024.e33518
Zhang, M., Sun, L., Qin, F., & Wang, G. A. (2020). E-service quality on live streaming platforms: swift guanxi perspective. Journal of Services Marketing, 35(3), 312–324. https://doi.org/10.1108/JSM-01-2020-0009
Zhang, M., Xu, P., & Ye, Y. (2022). Trust in social media brands and perceived media values: A survey study in China. Computers in Human Behavior, 127(November 2020). https://doi.org/10.1016/j.chb.2021.107024
Zhang, S., Huang, C., Li, X., & Ren, A. (2022). Characteristics and roles of streamers in e-commerce live streaming. Service Industries Journal, 42(13–14), 1001–1029. https://doi.org/10.1080/02642069.2022.2068530
Zhang, Y., Ahmad, A., Azman, N., & Mingxia, W. (2023). Understanding the Influencing Mechanism of Users’ Purchase Intention and Mediating Effect of Trust in Streamer: A Socio-Technical Perspective. Journal of Law and Sustainable Development, 11(9), e1286. https://doi.org/10.55908/sdgs.v11i9.1286
Zhang, Y., Shao, Z., Zhang, J., Wu, B., & Zhou, L. (2024). The effect of image enhancement on influencer’s product recommendation effectiveness: the roles of perceived influencer authenticity and post type. Journal of Research in Interactive Marketing, 18(2), 166–181. https://doi.org/10.1108/JRIM-09-2022-0286
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
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Ririn Olivia, Afrima Widanti
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work to acknowledge the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during submission. It can lead to productive exchanges and earlier and greater citation of published work.
Abstract Views: 0
| 
File Downloads: 0
