Pengaruh Financial Value, Functional Value, Individual Value, dan Social Value terhadap Customer Engagement dan Minat Beli Konsumen pada Live Streaming Commerce

Authors

  • Vilda Lebbytha Dianie Salshabilla Universitas Trisakti
  • Kurniawati Universitas Trisakti

DOI:

https://doi.org/10.38035/jafm.v5i3.592

Keywords:

Perdagangan Langsung, Streaming Langsung, Keterlibatan Pelanggan, Niat Membeli

Abstract

Saat ini, semakin banyak konsumen yang membeli barang-barang di platform live streaming. Namun, literatur yang ada jarang berfokus pada fenomena yang muncul ini. Artikel ini mencoba untuk membangun model teoritis berdasarkan teori nilai yang dirasakan untuk menjelaskan fenomena ini. Hipotesis yang diajukan pada penelitian ini dianalisis menggunakan structural equation modelling (SEM) dengan program AMOS. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah purposive sampling dengan unit analisis individu. Secara total, 234 kuesioner online dikumpulkan, dan model persamaan struktural kuadrat parsial parsial digunakan untuk menganalisis model secara empiris Hasil penelitian menunjukkan bahwa nilai yang dirasakan konsumen (nilai keuangan, nilai fungsional, nilai individu dan nilai sosial) berpengaruh signifikan terhadap keterlibatan pelanggan, yang selanjutnya mengarah pada niat beli.

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Published

2024-08-08

How to Cite

Vilda Lebbytha Dianie Salshabilla, & Kurniawati. (2024). Pengaruh Financial Value, Functional Value, Individual Value, dan Social Value terhadap Customer Engagement dan Minat Beli Konsumen pada Live Streaming Commerce. Journal of Accounting and Finance Management, 5(3), 327–340. https://doi.org/10.38035/jafm.v5i3.592

Issue

Vol. 5 No. 3 (2024): Journal of Accounting and Finance Management (July - August 2024)

Section

Articles

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Copyright (c) 2024 Vilda Lebbytha Dianie Salshabilla, Kurniawati

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