Pengaruh Fitur Live Shopping, Interaktivitas Host Terhadap Minat Beli (Studi Kasus pada ]engguna TikTok Shop di Kabupaten Tasikmalaya)

Nabila Lutfiyyah; Herawati Herawati

doi:10.46576/jfeb.v5i1.8867

Pengaruh Fitur Live Shopping, Interaktivitas Host Terhadap Minat Beli (Studi Kasus pada ]engguna TikTok Shop di Kabupaten Tasikmalaya)

Nabila Lutfiyyah, Herawati Herawati

Abstract

The rapid advancement of digital technology has significantly transformed consumer behavior, particularly among Generation Z. This study investigates the influence of live shopping features and host interactivity on purchase intention among Generation Z TikTok Shop users in Tasikmalaya Regency. Employing a quantitative approach with descriptive and verificative methods, data were collected from 96 respondents through purposive sampling. Instrument validity and reliability were confirmed (Cronbach's Alpha = 0.876). Classical assumption tests verified normality, absence of multicollinearity, and homoscedasticity. Multiple linear regression analysis revealed that live shopping features (β = 0.683) and host interactivity (β = 0.311) each positively and significantly influence purchase intention, both partially and simultaneously (F = 102.965; sig. = 0.000). The R-Square value of 0.689 indicates both variables explain 68.9% of purchase intention variance. Businesses are advised to consistently optimize live shopping demonstrations and enhance host communication competencies to strengthen consumer engagement and conversion rates.

Full Text:

PDF

References

Amory, J. D. S., Mudo, M., & J, R. (2025). Transformasi Ekonomi Digital dan Evolusi Pola Konsumsi: Tinjauan Literatur tentang Perubahan Perilaku Belanja di Era Internet. Jurnal Minfo Polgan, 14(1), 28–37. https://doi.org/10.33395/jmp.v14i1.14608

Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102345

Fadilah, R., & Andriani, E. (2024). Hubungan fitur live shopping dan trust terhadap purchase intention di TikTok Shop.

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model1. Management Information Systems Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519

Hanifah, R., & Marthalia, P. (2020). Pengaruh interaktivitas dan enjoyment terhadap kepercayaan dan pembelian impulsif.

Lestari, A. (2023). Pengaruh fitur live shopping terhadap minat beli konsumen. Retrieved from https://garuda.kemdikbud.go.id

Maulana, I. (2023). Analisis faktor yang mempengaruhi minat beli produk melalui live streaming di Shopee Live.

Priporas, C.-V., Stylos, N., & Kamenidou, I. E. (2020). City image, city brand personality and generation Z residents’ life satisfaction under economic crisis: Predictors of city-related social media engagement. Journal of Business Research, 119, 453–463.

Rahayu, I. (2025). Antecedents and Consequences of Social Media Marketing Adoption : A Systematic Literature Review. 12(1), 145–174. https://doi.org/10.33168/JLISS.2025.0109

Retnosari, M., & Nadlifatin, R. (2024). The Effect of Purchase Intention on TikTok E- Commerce Live Streaming: Generation Z Perspective with Customer Engagement. 0696.

Sari, R. (2023). Interaktivitas host dalam live shopping dan pengaruhnya terhadap minat beli.

Setiawan, E. (2023). Pengaruh Iklan Shopee Big Ramadhan Sale 2023 terhadap Perilaku Konsumtif Berbelanja Produk Fashion Mahasiswa Fikom Unisba. 79–85.

Setiawati, A. (2013). The Influence of Environmental , Social , Governance ( ESG ) Disclosures on Financial Performance. 8114.

Setiono, D. (2025). Analisis Technology Acceptance Model Pada E-Wallet Menggunakan Sem-Pls. 26(2), 458–464. https://doi.org/10.46984/sebatik.v26i2.2012

Sheth, J. (2020). Impact of Covid-19 on consumer behavior : Will the old habits return or die ? Journal of Business Research, 117, 280–283. https://doi.org/10.1016/j.jbusres.2020.05.059

DOI: https://doi.org/10.46576/jfeb.v5i1.8867