Pengaruh IT Affordance terhadap Purchase Intention melalui Customer Engagement pada TikTok Live Shopping

Rifqi Irfan Fayadh; Adi Prehanto; Syti Sarah Maesaroh

doi:10.31004/riggs.v4i4.4727

Authors

Rifqi Irfan Fayadh Universitas Pendidikan Indonesia
Adi Prehanto Universitas Pendidikan Indonesia
Syti Sarah Maesaroh Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.31004/riggs.v4i4.4727

Keywords:

IT Affordance, Customer Engagement, Purchase Intention, Tiktok Live Shopping

Abstract

Perkembangan e-commerce yang pesat serta pemanfaatan fitur live streaming shopping telah mendorong perubahan perilaku konsumen dalam berbelanja secara daring, khususnya pada platform social commerce seperti TikTok Live Shopping. Meskipun memiliki jumlah pengguna yang besar dan tingkat penonton yang tinggi, TikTok Live Shopping belum menunjukkan kinerja penjualan yang optimal dibandingkan platform pesaing, sehingga menimbulkan kebutuhan untuk memahami faktor-faktor yang memengaruhi niat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh IT affordance terhadap purchase intention melalui customer engagement sebagai variabel mediasi pada konteks TikTok Live Shopping. IT affordance dalam penelitian ini meliputi visibility affordance, metavoicing affordance, dan guidance shopping affordance, sementara customer engagement direfleksikan melalui dua dimensi, yaitu immersion dan presence. Penelitian ini menggunakan pendekatan kuantitatif dengan desain kausal. Data dikumpulkan melalui survei daring menggunakan kuesioner berbasis skala Likert lima poin terhadap 256 responden pengguna TikTok Live Shopping di Indonesia yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa seluruh dimensi IT affordance berpengaruh positif dan signifikan terhadap immersion, namun sebagian besar tidak berpengaruh signifikan terhadap presence, bahkan metavoicing affordance menunjukkan pengaruh negatif. Selanjutnya, immersion terbukti berpengaruh positif dan signifikan terhadap purchase intention, sedangkan presence tidak menunjukkan pengaruh yang signifikan. Selain itu, IT affordance juga berpengaruh langsung terhadap purchase intention, dengan immersion berperan sebagai mediator parsial. Temuan ini menegaskan bahwa pengalaman imersif merupakan mekanisme utama yang menjembatani pengaruh.

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