The Effect of Tiktok Live Streaming on Consumer Purchase Intention and Gift Giving Intention on Slinkywhite Collagen Drink Products
1Alkhila Habibatul Jannah, 2Nurjanti Takarini
1,2Management Study Program, Faculty of Economics and Business, UPN “Veteran” Jawa Timur, Indonesia
https://doi.org/10.47191/jefms/v6-i12-40ABSTRACT:
E-commerce live streaming is a form of business model that sells goods or services directly to consumers through live broadcasts on e-commerce platforms or social media. This study aims to examine the effect of e-commerce live streaming in the Tiktok application on purchase intention and consumer gift giving on Slinkywhite collagen drink products. This study uses a quantitative method by distributing questionnaires with a sample size of 91 people. The analysis method used is Partial Least Square (PLS). Based on the research results, telepresence, guidance shopping, and metavoicing variables have a positive effect on purchase intention and gift giving intention mediated by swift guanxi, while flow variables have no effect on purchase intention and gift giving intention.
KEYWORDS:
e-commerce live streaming, purchase intention, gift giving intention, swift guanxi
REFERENCES:
1) A, S. D. and Nadaraju, P. (2022) A Nutraceutical Formulated Drink From Edible Bird’s Nest And Collagen With High Bioavailability Properties.
2) Aji, G. et al. (2023) ‘Analisis Digital Marketing Tiktok Live sebagai Strategi Memasarkan produk UMKM Anjab Store ( Digital Marketing Analysis of Tiktok Live as a Strategy to Market Anjab Store MSME products )’, 2(1), pp. 13–24.
3) Alana, J. N. and Sharif, O. O. (2023) ‘The Influence of Tiktok Live Streaming Affordance on Consumer’s Gift Giving and Purchase Intention on Somethic Beauty Products’, 12(03), pp. 1356–1365.
4) Curry, D. (2023) TikTok App Report 2023 Holistic overview of the most popular app of past three years. Available at: https://www.businessofapps.com/data/tiktok-report/.
5) Czajka, A. et al. (2018) ‘Daily oral supplementation with collagen peptides combined with vitamins and other bioactive compounds improves skin elasticity and has a beneficial effect on joint and general wellbeing’, Nutrition Research, 57, pp. 97–108. doi: 10.1016/j.nutres.2018.06.001.
6) Dai, Q. and Cui, X. (2022) ‘The influence and moderating effect of trust in streamers in a live streaming shopping environment’, Journal of University of Science and Technology of China, 52(2). doi: 10.52396/JUSTC-2021-0219.
7) Dong, X., Wang, T. and Benbasat, I. (2016) ‘IT Affordances in Online Social Commerce: Conceptualization Validation and Scale Development Full papers’, (Kane 2015), pp. 1–10.
8) Fitriana, D. and Yulianti, I. (2013) ‘Pengaruh Brand Image Terhadap Purchase Intention’.
9) Guan, Z. et al. (2019) ‘What Encourages Purchase of Virtual Gifts in Live Streaming: Cognitive Absorption , Social Experience and Technological What Encourages Purchase of Virtual Gifts in Live Streaming: Cognitive Absorption , Social Experience and Technological Environment’.
10) Hsu, C. et al. (2022) ‘A Study on the Impacts of Streamer and Co-Viewers on Purchase Intention from the Perspective of Swift Guanxi’, 41(1), pp. 107–126. doi: 10.6656/MR.202201.
11) King’ori, A. M. (2011) ‘A Review of the uses of poultry eggshells and shell membranes’, International Journal of Poultry Science, 10(11), pp. 908–912. doi: 10.3923/ijps.2011.908.912.
12) Lu, Y., He, Y. and Ke, Y. (2023) ‘The influence of e-commerce live streaming affordance on consumer’s gift-giving and purchase intention’, Data Science and Management, 6(1), pp. 13–20. doi: 10.1016/j.dsm.2022.10.002.
13) Mindiasari, I. I., Priharsari, D. and Purnomo, W. (2023) ‘Eksplorasi Pengaruh Teknologi Live Shopping terhadap Minat Beli Pelanggan dengan Systematic Literature Review’, Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer, 7(3), pp. 1039–1042. Available at: https://j-ptiik.ub.ac.id/index.php/j-ptiik/article/view/12370.
14) Mustajab, R. (2023) Pengguna E-Commerce RI Diproyeksi Capai 196,47 Juta pada 2023. Available at: https://dataindonesia.id/ekonomi-digital/detail/pengguna-ecommerce-ri-diproyeksi-capai-19647-juta-pada-2023.
15) Nguyen, H. H. et al. (2022) ‘Understanding online purchase intention: the mediating role of attitude towards advertising Understanding online purchase intention: the mediating role of attitude towards advertising’, Cogent Business & Management, 9(1). doi: 10.1080/23311975.2022.2095950.
16) Ou, C. X. (2014) ‘Swift Guanxi in Online Marketplaces: The Role of Computer-Mediated Swift Guanxi In Online Marketplace: The Role Of Computer Mediated Communication Technologies’, (January). doi: 10.25300/MISQ/2014/38.1.10.
17) Sungkono, C. (2023) ‘Analisis Dampak Penggunaaan Aplikasi Tiktok Terhadap Minat Beli Mahasiswa Prodi Manajemen Universitas Buana Perjuangan Karawang Angkatan 2020’, Jurnal Penelitian Ekonomi Manajemen dan Bisnis, 2(3), pp. 191–200.
18) The Social Commerce Landscape in Indonesia (2022) populix. Available at: https://info.populix.co/product/consumer-trend-report/download?report=2022-09-the-social-commerce-in-indonesia.
19) Wongkitrungrueng, A. and Assarut, N. (2020) ‘The role of live streaming in building consumer trust and engagement with social commerce sellers’, Journal of Business Research, 117(November 2017), pp. 543–556. doi: 10.1016/j.jbusres.2018.08.032.
