KETERJANGKAUAN TEKNOLOGI (VISIBILITY DAN METAVOICING) DALAM LIVE STREAMING DAN DAMPAKNYA PADA NIAT BELI GEN Z MELALUI IMMERSION

Rokhmah, Riska Annisa Nur (2026) KETERJANGKAUAN TEKNOLOGI (VISIBILITY DAN METAVOICING) DALAM LIVE STREAMING DAN DAMPAKNYA PADA NIAT BELI GEN Z MELALUI IMMERSION. Thesis thesis, Universitas BPD.

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Abstract

This study analysis the effect of visibility and metavoicing as stimuli (S) on purchase intention as the response (R) and examine the mediating role of immersion as the organism (O) in the relationship between visibility and metavoicing on purchase intention in the context of live streaming. The research population consists of Gen Z in Bantul regency with 400 respondents selected using a purposive sampling. Data analysis was conducted using Partial Least Square-Structural Equation Modelling (PLS-SEM) with the assistance of the SmartPLS software. The results indicate that visibility has a positive and significant effect on purchase intention, and metavoicing also has a positive and significant effect on purchase intention. Mediation analysis revelas that immersion mediates the relationship between visibility and purchase intention, as well as the relationship between metavoicing and purchase intention. Furthermore, the Variance Accounted For (VAF) analysis reveals that immersion acts as a partial mediatorin both the relationships This study provides practical implications for live streaming users as a sales channel, highlighting the importance of enhancing visual quality and fostering more personalized interactive relationship with consumers.

Item Type:	Thesis (Thesis)
Additional Information:	Penelitian ini menganalisis pengaruh visibility dan metavoicing sebagai stimulus (S), terhadap niat beli sebagai response (R) serta mengevaluasi peran immersion sebagai organism (O) dalam mediator antara hubungan visibility serta metavoicing terhadap niat beli dalam live streaming. Populasi penelitian mencakup Gen Z di Kab. Bantul dengan sampel sebanyak 400 orang yang dipilih melalui teknik purposive sampling. Proses analisis data dilakukan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan visibility berpengaruh positif dan signifikan terhadap niat beli, metavoicing berpengaruh positif dan signifikan terhadap niat beli. Dalam pengujian mediasi, immersion mampu memediasi hubungan visibility terhadap niat beli, begitu juga dengan hubungan immersion dalam memediasi hubungan pengaruh metavoicing terhadap niat beli. Selanjutnya pengujian Variance Accounted For (VAF) mendapatkan hasil mediasi immersion pengaruh secara parsial. Penelitian ini dapat memberikan implikasi praktis bagi pengguna live streaming sebagai sarana penjualan untuk meningkatkan kualitas visual dan membangun hubungan interaksi yang lebih personal dengan konsumen.
Uncontrolled Keywords:	visibility, metavoicing, immersion, purchase intention
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	12 Mar 2026 08:07
Last Modified:	12 Mar 2026 08:07
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/3008

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