Identifikasi Purchase Intention pada Livestream Shopping Shopee di Jakarta Barat

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Published: Jul 30, 2023
DOI: https://doi.org/10.24912/jmk.v5i3.25446
Keywords:
financial value, functional value, individual value, social value, purchase intention
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Vieriando Setiawan
Universitas Tarumanagara
Tommy Setiawan Ruslim
Universitas Tarumanagara

Abstract

Berbelanja di e-commerce sekarang sudah mulai dipermudah dengan adanya fitur penjualan secara live streaming sangat mempermudah masyarakat untuk berbelanja barang branded yang mereka inginkan. Livestream shopping sudah banyak digunakan di e-commerce manapun karena memudahkan konsumen dalam berbelanja barang yang ingin mereka beli tanpa terkecuali juga barang yang dijual adalah barang mewah atau branded. Luxury brand bukan hanya sekedar nama merek tetapi juga bisa menjadi simbol bagi para pemakai dari luxury brand tersebut. Maka dari itu tidak jarang pada status sosial dinilai dari luxury brand yang mereka gunakan. Tujuan dari dalam penelitian ini adalah untuk mengetahui pengaruh dari perceived luxury value terhadap purchase intention pada livestream shopping Shopee di daerah Jakarta Barat. Penelitian ini menggunakan 123 sampel dengan menggunakan purposive sampling dan pengolahan data menggunakan metode PLS-SEM dengan menyebarkan kuesioner dalam bentuk form. Hasil dalam penelitian ini menunjukan bahwa Financial value memiliki pengaruh yang positif dan signifikan terhadap Purchase Intention konsumen Shopee di Jakarta barat. Functional value memiliki pengaruh yang positif dan signifikan terhadap Purchase Intention konsumen Shopee di Jakarta barat. Individual value tidak memiliki pengaruh yang signifikan terhadap Purchase Intention konsumen Shopee di Jakarta barat. Social value memiliki pengaruh yang positif dan signifikan terhadap Purchase Intention konsumen Shopee di Jakarta barat.
 

Shopping in e-commerce has now begun to be made easier with the live streaming sales feature which makes it very easy for people to shop for the branded goods they want. Livestream shopping has been widely used in any e-commerce because it makes it easier for consumers to shop for the goods they want to buy without exception, also the goods being sold are luxury or branded goods. Luxury brand is not just a brand name but can also be a symbol for users of the luxury brand. Therefore it is not uncommon for social status to be judged by the luxury brands they use. The purpose of this research is to determine the effect of perceived luxury value on purchase intention at livestream shopping Shopee in the West Jakarta area. This study used 123 samples using purposive sampling and data processing using the PLS-SEM method by distributing questionnaires in the form. The results in this study indicate that financial value has a positive and significant influence on Purchase Intention of Shopee consumers in West Jakarta. Functional value has a positive and significant influence on Purchase Intention of Shopee consumers in West Jakarta. Individual values do not have a significant influence on Purchase Intention of Shopee consumers in West Jakarta. Social value has a positive and significant influence on Purchase Intention of Shopee consumers in West Jakarta.

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Vol. 5 No. 3 (2023): Jurnal Manajerial dan Kewirausahaan
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Author Biographies

Vieriando Setiawan, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Tommy Setiawan Ruslim, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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