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All Journal Economic and Education Journal (Ecoducation)
Lisa Charisa Batara
Magister Managemen, Universitas Sebelas Maret Surakarta
Economics, Econometrics & Finance Education

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Journal : Economic and Education Journal (Ecoducation)

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Tren Live Shopping: Pengaruh Customer Engagement, Perceived Emotional Value, dan Social Support terhadap Purchase Intention Lisa Charisa Batara; Catur Sugiarto
Economic and Education Journal (Ecoducation) Vol 6 No 2 (2024): Economic and Education Journal (Ecoducation)
Publisher : Program Studi Pendidikan Ekonomi, Universitas Insan Budi Utomo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33503/ecoducation.v6i2.4428

Abstract

Penelitian ini menguji hubungan antara Customer engagement, Perceived emotional value, dan Social support dengan niat pembelian (Purchase Intention) menggunakan metode SEM-PLS 3. Hasil analisis menunjukkan bahwa Customer engagement (T Statistic 2.018, P value 0.044) dan Perceived emotional value (T Statistic 7.924, P value 0) berhubungan signifikan dan positif dengan niat pembelian, konsisten dengan penelitian sebelumnya. Sebaliknya, hubungan antara Social support dan niat pembelian tidak signifikan (T Statistic 1.077, P value 0.282). Penelitian ini menegaskan pentingnya Customer engagement dan Perceived emotional value dalam mempengaruhi niat pembelian dibandingkan dengan Social support
Co-Authors Catur Sugiarto