Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

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

PERAN INTERACTIVITY, ONLINE CUSTOMER REVIEW, PERCEIVED TRUST DAN PURCHASE INTENTION DALAM MEMBENTUK IMPULSIVE BUYING PADA FITUR TIKTOK LIVE

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  • Dzikral Rizky
Dzikral Rizky
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta
DOI: https://doi.org/10.2238/6ca8f729

Published 2026-07-22

Keywords

  • Impulsive Buying,
  • Interactivity,
  • Online Customer Review,
  • Perceived Trust,
  • Purchase Intention

How to Cite

PERAN INTERACTIVITY, ONLINE CUSTOMER REVIEW, PERCEIVED TRUST DAN PURCHASE INTENTION DALAM MEMBENTUK IMPULSIVE BUYING PADA FITUR TIKTOK LIVE. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/6ca8f729

Abstract

Penelitian ini dilandasi oleh teori Stimulus-Organism-Response (S-O-R) untuk menganalisis fenomena social commerce pada ekosistem TikTok Live. Perkembangan fitur siaran langsung ini memunculkan kecenderungan konsumen melakukan pembelian tanpa perencanaan (impulsive buying) akibat kuatnya paparan stimulus digital di lingkungan belanja. Oleh karena itu, penelitian ini bertujuan untuk menguji pengaruh Interactivity, Online Customer Review, dan Perceived Trust sebagai stimulus terhadap Impulsive Buying melalui Purchase Intention pada pengguna TikTok Live. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 200 responden pengguna TikTok Live yang ditarik menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa Interactivity, Online Customer Review, dan Perceived Trust berpengaruh positif dan signifikan terhadap Impulsive Buying. Ketiga variabel tersebut juga terbukti berpengaruh positif dan signifikan terhadap Purchase Intention. Lebih lanjut, Purchase Intention berpengaruh positif terhadap Impulsive Buying dan terkonfirmasi berperan sebagai variabel mediasi yang menghubungkan stimulus eksternal dengan perilaku pembelian impulsif konsumen. Penelitian ini diharapkan dapat memberikan kontribusi teoritis dan praktis bagi pengembangan strategi pemasaran digital pada live streaming commerce.
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