PERAN IMMERSION SEBAGAI MEDIATOR VISIBILITY DAN METAVOICING TERHADAP NIAT BELI DI TIKTOK SHOP
Abstract
Perkembangan e-commerce dan social commerce telah mengubah perilaku konsumen dalam berinteraksi dan berbelanja secara online, khususnya melalui TikTok Shop. Fitur live streaming yang interaktif menjadi daya tarik utama bagi Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh visibility dan metavoicing terhadap purchase intention dengan immersion sebagai variabel mediasi. Penelitian dilakukan pada pengguna TikTok Shop di kalangan Generasi Z di Kota Semarang yang pernah menonton live streaming, dengan jumlah sampel sebanyak 170 responden. Teknik pengambilan sampel menggunakan metode purposive sampling, dan data dikumpulkan melalui kuesioner. Analisis data dilakukan dengan menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa visibility berpengaruh positif dan signifikan terhadap purchase intention, sedangkan metavoicing tidak berpengaruh positif dan tidak signifikan terhadap purchase intention. Immersion terbukti berpengaruh positif dan signifikan terhadap purchase intention. Selain itu, visibility dan metavoicing memiliki pengaruh tidak langsung terhadap purchase intention melalui immersion sebagai variabel mediasi. Temuan ini menunjukkan bahwa semakin tinggi tingkat keterlibatan konsumen saat menonton live streaming TikTok Shop, semakin besar kemungkinan mereka untuk memiliki niat membeli produk yang ditawarkan.
Kata Kunci: Tiktok Shop; Visibility; Metavoicing; Immersion; Purchase Intention
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