Economic and Education Journal (Ecoducation)
Vol 6 No 2 (2024): Economic and Education Journal (Ecoducation)

Tren Live Shopping: Pengaruh Customer Engagement, Perceived Emotional Value, dan Social Support terhadap Purchase Intention

Lisa Charisa Batara (Magister Managemen, Universitas Sebelas Maret Surakarta)
Catur Sugiarto (Magister Managemen, Universitas Sebelas Maret Surakarta)

Article Info

Publish Date
13 Aug 2024

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

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Journal Info
Economic and Education Journal (Ecoducation)
Website

Abbrev

ecoducation

Publisher

Universitas Insan Budi Utomo

Subject

Economics, Econometrics & Finance Education

Description

Economic and Education Journal (Ecoducation): an open access journal to publish research results in the fields of economics and education. Managed and published by the Economic Education Study Program, Insan Budi Utomo University, with ISSN Numbers: P-ISSN 2684-9663 and E-ISSN 2656-5234. This ...