Pembentukan Niat Beli pada Live Streaming Commerce: Kajian Literatur

Miftahul Jannah; Gatot Wijayanto

doi:10.31004/riggs.v5i2.9597

Authors

Miftahul Jannah Universitas Riau
Gatot Wijayanto Universitas Riau

DOI:

https://doi.org/10.31004/riggs.v5i2.9597

Keywords:

Live Streaming Commerce, Purchase Intention, Live Streamer, Interaktivitas, Media Richness, Kepercayaan Konsumen

Abstract

Perkembangan teknologi digital telah mendorong munculnya live streaming commerce sebagai salah satu strategi pemasaran yang mengintegrasikan komunikasi pemasaran secara real-time dengan transaksi online. Model perdagangan ini menawarkan pengalaman berbelanja yang lebih interaktif, informatif, dan personal dibandingkan e-commerce konvensional. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi pembentukan niat beli konsumen dalam konteks live streaming commerce, khususnya peran live streamer, interaktivitas, media richness, dan kepercayaan konsumen. Penelitian ini menggunakan pendekatan Narrative Literature Review dengan menelaah berbagai artikel jurnal nasional dan internasional yang relevan, kemudian disintesis secara tematik untuk memperoleh pola hubungan antarvariabel. Hasil kajian menunjukkan bahwa live streamer berperan dalam membangun kredibilitas, daya tarik, serta efektivitas komunikasi pemasaran. Interaktivitas terbukti meningkatkan keterlibatan, rasa keterhubungan, serta partisipasi konsumen selama siaran berlangsung. Media richness membantu konsumen memperoleh informasi produk yang lebih lengkap, jelas, dan meyakinkan sehingga dapat mengurangi ketidakpastian dalam pengambilan keputusan pembelian. Selain itu, kepercayaan konsumen menjadi faktor kunci yang memperkuat pengaruh berbagai stimulus pemasaran terhadap niat beli, sekaligus menjadi mediasi penting dalam proses pembentukan keputusan. Penelitian ini memberikan kontribusi teoritis dalam memperkaya kajian perilaku konsumen pada lingkungan live streaming commerce serta memberikan implikasi praktis bagi pelaku usaha dalam merancang strategi pemasaran digital yang lebih efektif. Selanjutnya, penelitian ini juga merekomendasikan perlunya kajian empiris lanjutan untuk menguji model konseptual secara kuantitatif pada berbagai platform dan kategori produk.

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