Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PADA LIVE STREAMING E-COMMERCE TIKTOK: STUDI PADA AFFILIATOR LOUISSE SCARLETT

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  • Daliana Kurniawan,
  • Ryna Parlyna,
  • Nofriska Krissanya
Daliana Kurniawan
Universitas Negeri Jakarta
Ryna Parlyna
Universitas Negeri Jakarta
Nofriska Krissanya
Universitas Negeri Jakarta
DOI: https://doi.org/10.2238/c8kshg75

Published 2026-07-08

Keywords

  • Influencer Credibility,
  • Customer Engagement,
  • Fear of Missing Out,
  • Perceived Value,
  • Purchase Intention

How to Cite

FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PADA LIVE STREAMING E-COMMERCE TIKTOK: STUDI PADA AFFILIATOR LOUISSE SCARLETT. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/c8kshg75

Abstract

The rapid development of digital technology has transformed consumer purchasing behavior from conventional shopping to interactive online shopping through live streaming e-commerce. TikTok has become one of the leading platforms by integrating live streaming and e-commerce features, creating opportunities for affiliate marketing. One of the most successful TikTok affiliates is Louisse Scarlett, who achieved sales of IDR 45 billion in a single live streaming session. This phenomenon indicates that consumers' purchase intention is influenced by various marketing and psychological factors. This study aims to examine the effects of influencer credibility, customer engagement, fear of missing out (FOMO), and perceived value on purchase intention during TikTok live streaming e-commerce. A quantitative approach was employed by distributing online questionnaires to 260 respondents aged 18–28 years residing in Jakarta who had watched Louisse Scarlett's TikTok live streaming. The data were analyzed using SPSS version 26 through validity, reliability, classical assumption, multiple linear regression, and hypothesis testing. The findings are expected to enrich consumer behavior literature within the context of live streaming e-commerce while providing practical insights for businesses in developing effective digital marketing strategies through TikTok Affiliate Perkembangan teknologi digital telah mengubah perilaku konsumen dari belanja konvensional menjadi belanja online yang lebih interaktif melalui fitur live streaming e-commerce. TikTok menjadi salah satu platform yang mengintegrasikan fitur live streaming dengan aktivitas jual beli berbasis digital atau e-commerce sehingga membuka peluang besar bagi strategi affiliate marketing. Salah satu affiliator yang berhasil memanfaatkan peluang tersebut adalah Louisse Scarlett yang mampu mencatat omzet sebesar Rp45 miliar dalam satu sesi live streaming. Fenomena tersebut menunjukkan bahwa niat membeli konsumen dipengaruhi oleh berbagai faktor pemasaran maupun psikologis. Penelitian ini bertujuan untuk menganalisis pengaruh influencer credibility, customer engagement, fear of missing out (FOMO), dan perceived value terhadap purchase intention pada live streaming e-commerce TikTok. Penelitian menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner secara daring kepada 260 responden berusia 18–28 tahun yang berdomisili di Jakarta dan pernah menonton live streaming Louisse Scarlett di TikTok. Analisis data dilakukan menggunakan SPSS versi 26 melalui uji validitas, reliabilitas, uji asumsi klasik, regresi linear berganda, dan uji hipotesis. Hasil penelitian diharapkan dapat memperkaya literatur mengenai perilaku konsumen pada live streaming e-commerce sekaligus memberikan implikasi praktis bagi pelaku usaha dalam merancang strategi pemasaran digital melalui platform TikTok
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