Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer
Vol 7 No 3 (2023): Maret 2023

Pengaruh Streamer Product Knowledge dan Streamer Image Terhadap Minat Beli Konsumen pada Live Shopping

Ananda Rizki Oktavianti (Fakultas Ilmu Komputer, Universitas Brawijaya)
Diah Priharsari (Fakultas Ilmu Komputer, Universitas Brawijaya)
Welly Purnomo (Fakultas Ilmu Komputer, Universitas Brawijaya)

Article Info

Publish Date
07 Mar 2023

Abstract

Live shopping is a shopping activity through live broadcasts shown to the audience in real-time and has now grown rapidly and become popular in the community. Live shopping hosted by broadcasters or often referred to as streamers is usually done to promote sales and can be continued to the purchase transaction process. To foster consumer purchase intention is influenced by consumer trust, and to get consumer trust in streamers in this live shopping activity there are several factors, these factors are streamer product knowledge and streamer image. This study uses the SEM-CB method by distributing questionnaires to 502 respondents and obtaining net data of 433 respondents. From the results of this study, it is found that all three hypotheses are accepted, namely streamer product knowledge affects trust to streamers, streamer image affects trust to streamers, and trust to streamers affects purchase intention.

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Journal Info
Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer
Website

Abbrev

j-ptiik

Publisher

Universitas Brawijaya

Subject

Computer Science & IT Control & Systems Engineering Education Electrical & Electronics Engineering Engineering

Description

Jurnal Pengembangan Teknlogi Informasi dan Ilmu Komputer (J-PTIIK) Universitas Brawijaya merupakan jurnal keilmuan dibidang komputer yang memuat tulisan ilmiah hasil dari penelitian mahasiswa-mahasiswa Fakultas Ilmu Komputer Universitas Brawijaya. Jurnal ini diharapkan dapat mengembangkan penelitian ...