PENGARUH NILAI YANG DIRASAKAN TERHADAP NIAT BELI PADA PLATFORM LIVE STREAMING DI INDONESIA: PERAN KUNCI KEPERCAYAAN TERHADAP STREAMER SEBAGAI MEDIATOR TUNGGAL

Aulia, Rahma Widya (2026) PENGARUH NILAI YANG DIRASAKAN TERHADAP NIAT BELI PADA PLATFORM LIVE STREAMING DI INDONESIA: PERAN KUNCI KEPERCAYAAN TERHADAP STREAMER SEBAGAI MEDIATOR TUNGGAL. Thesis thesis, Universitas BPD.

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Abstract

This study aims to analyze the effects of utilitarian value, hedonic value, and social value on purchase intention in live streaming commerce, with trust in the streamer as a mediating variable. A quantitative approach was employed using a survey method involving 100 respondents who were Shopee Live users selected through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that utilitarian and hedonic values have a significant effect on purchase intention, while social value has no direct effect. Trust in the streamer partially mediates the relationship between utilitarian value and purchase intention and fully mediates the relationship between social value and purchase intention, but does not mediate the relationship between hedonic value and purchase intention. These findings provide practical implications for live streaming practitioners in developing trust-based marketing strategies. Keyword: Live streaming commerce, utilitarian value, hedonic value, social value, trust in streamer, purchase intention

Item Type:	Thesis (Thesis)
Additional Information:	Penelitian ini bertujuan untuk menganalisis pengaruh nilai utilitas, nilai hedonis, dan nilai sosial terhadap niat membeli pada platform live streaming commerce dengan kepercayaan terhadap streamer sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden pengguna Shopee Live yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4.0. Hasil penelitian menunjukkan bahwa nilai utilitas dan nilai hedonis berpengaruh signifikan terhadap niat membeli, sedangkan nilai sosial tidak berpengaruh secara langsung. Kepercayaan terhadap streamer terbukti memediasi secara parsial hubungan nilai utilitas dan niat membeli serta memediasi secara penuh hubungan nilai sosial dan niat membeli, namun tidak memediasi hubungan nilai hedonis dan niat membeli. Temuan ini memberikan implikasi bagi pelaku live streaming dalam merancang strategi pemasaran berbasis kepercayaan konsumen.
Uncontrolled Keywords:	Live streaming commerce, nilai utilitas, nilai hedonis, nilai sosial; kepercayaan terhadap streamer, niat membeli.
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	14 Mar 2026 01:40
Last Modified:	14 Mar 2026 01:40
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/3040

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