Analisis Path: Peran Live Streaming, Citra Merek, dan Kualitas terhadap Keputusan Pembelian Shopee dengan Mediasi Voucher
Abstract
Research Objectives: This study aims to examine in depth how brand image, product quality, and live streaming influence consumer purchasing decisions on Shopee e-commerce. It also highlights the optimization of marketing strategies, the implementation of voucher promotions, and the development of live-streaming services and reveals consumer trends in the dynamic e-commerce industry.
Method: This study uses a quantitative associative method, collecting data through online questionnaires. The data are then analyzed using path analysis techniques to identify relationships between variables.
Research Findings: The analysis results show a significant influence of brand image, product quality, live streaming, and the use of discount vouchers on consumer purchasing decisions on the Shopee platform.
Theoretical Contribution/Originality: Respondents showed a positive response to highly credible information that can be trusted, making an important contribution to understanding consumer behavior in the digital era.
Practical Implications: These findings provide insights for merchants and Shopee to improve brand image and product quality, utilize live streaming more effectively, and optimize voucher promotion strategies to encourage increased purchases.
Research Limitations: This study's results can only be generalized to some of the population because of the SEM method and limited respondents.
Downloads
References
Digital 2023. (n.d.). We Are Social. Retrieved September 10, 2023, from https://wearesocial.com/id/blog/2023/01/digital-2023/
Zaharnita, E., & Rosyid, R. (2017). Pemanfaatan internet sebagai sumber informasi belajar pada mahasiswa pendidikan ekonomi universitas tanjungpura. Jurnal Pendidikan dan Pembelajaran Khatulistiwa (JPPK), 5(9).
Hardilawati, W. L., Binangkit, I. D., & Perdana, R. (2019). Endorsement: media pemasaran masa kini. JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam), 7(1), 88-98. DOI: https://doi.org/10.33884/jimupb.v7i1.920 LINK : https://ejournal.upbatam.ac.id/index.php/jim/article/view/920
Zakawali, G. (2022, December 7). Tren Belanja Online di Indonesia Sepanjang Tahun 2022. SIRCLO Store. Retrieved February 5, 2023, from https://store.sirclo.com/blog/tren-belanja-online-2022/
Laju Pertumbuhan Transaksi E-Commerce di Indonesia Melambat. (2022, December 24). insight kontan. Retrieved September 8, 2023, from https://insight.kontan.co.id/news/laju-pertumbuhan-transaksi-e-commerce-di-indonesia
-melambat
Alwendi, A. (2020). Penerapan E-Commerce Dalam Meningkatkan Daya Saing Usaha. Jurnal Manajemen Bisnis, 17(3), 317-325. doi: https://doi.org/10.38043/jmb.v17i3.2486 link: https://journal.undiknas.ac.id/index.php/magister-manajemen/article/view/2486
Pratiwi, N. K. A., & Ekawati, N. W. (2020). Brand Image Memediasi Hubungan E-Commerce Dengan Keputusan Pembelian Konsumen. E-Jurnal Manajemen Universitas Udayana, 9(6), 2268. https://doi.org/10.24843/EJMUNUD.2020.v09.i06.p11
Machfiroh, I. S. (2018). Keterkaitan citra merek dan harga terhadap keputusan pembelian pada emak di fried chicken pelaihari. Jurnal Humaniora Teknologi, 4(1). doi:https://doi.org/10.34128/jht.v4i1.43 link: https://jht.politala.ac.id/index.php/jht/article/view/43
Rahayu, S. (2021). Pengaruh harga, kepercayaan dan kualitas produk terhadap keputusan pembelian pengguna e-commerce tokopedia. Mbia, 20(1), 40-50. https://doi.org/10.33557/mbia.v20i1.1271
Febriah, I., & Febriyantoro, M. T. (2023). Pengaruh Live Video Streaming Tiktok, Potongan Harga, dan Gratis Ongkir Terhadap Keputusan Pembelian.
Auli, S., Basalamah, M. R., & Millannintyas, R. (2021, Februari 15). Pengaruh Diskon Dan Promo Gratis Ongkos Kirim Terhadap Keputusan Pembelian Pada E-Commerce Shopee. E-JRM: Elektronik Jurnal Riset Manajemen, 10(15).
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung Alfabeta.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro: Semarang.
Sani, Achmad, & Maharani, V. (2013). Metodologi Penelitian Manajemen Sumber Daya Manusia (Teori, Kuisioner dan Analisis Data) (2nd ed.). Malang :UIN MALIKI Press.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta.
Ghozali, I. (2011). “Aplikasi Analisis Multivariate Dengan Program SPSS”. Semarang: Badan Penerbit Universitas Diponegoro
Byrne, B.M. (2010). Structural equation modeling with AMOS: Basic concepts, applications, and programming. New York: Routledge.
https://repository.uinjkt.ac.id/dspace/handle/123456789/73591
https://journal-stiehidayatullah.ac.id/index.php/tadbir/article/view/100
https://core.ac.uk/download/pdf/196142693.pdf
Putra, I. G. W. S. C. (2021). Pengaruh Product Usability Dan Cashback Promotion Terhadap Brand Loyalty Layanan Digital Wallet Di Indonesia. Bisma: Jurnal Manajemen, 7(1), 11-19.
Tarigan, A., & Frangoulis, A. (2023). PENGARUH EFFECTIVENESS DAN INTUITIVENESS E-WALLET GOPAY TERHADAP MINAT PENGGUNAAN APLIKASI GOJEK BAGI KALANGAN MAHASISWA. Ultima Management: Jurnal Ilmu Manajemen, 15(2), 226-242.
Kembau, a. S., agung, h., & benedict, r. (2022). Employee advocacy program sebagai social media marketing: bagaimana start-up company mengunakan pegawainya sebagai content creator. Manajemen administrasi bisnis dan pemasaran, 4(2 agustus), 86-100
Copyright (c) 2024 Arihta Tarigan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
