The Impact of Informativeness of Live Streaming in TikTok Live Shop Based on SOR Framework

Andrian Wijaya, Btari Mariska Purwaamijaya, Rangga Gelar Guntara

Abstract


This research can be used as information related to digital marketing and provide awareness that the importance of informativeness can be crucial in increasing consumer purchase intentions through live streaming promotions on TikTok. Data analysis was performed by adopting Structural Equation Modelling (SEM) and testing the conceptual model using the Smart-PLS (v. 3.2.9) application. This method is suitable for analysing complex models with small sample sizes, such as exploring moderator and mediator effects in business and marketing. Stimulus (informativeness) has a strong role in influencing the formation of consumer attitudes towards influencers. Consumer attitudes towards influencers are said to support purchase intention. The influence is said to be sufficient to influence someone’s purchase intention. However, the stimulus (informativeness) does not have an influence on purchase intention if mediated by consumer attitudes towards influencers. The suggestion from this study is the need for research with focused subjects such as the content category to be studied, such as food, electronics, fashion, and others. Then respondents whose area is reduced, such as a regional part (province, city, district). It would also be interesting to research platforms other than TikTok Live Shop, such as YouTube Live Streaming, Twitch live streaming platform, and other platforms.

Keywords


SOR Framework, Informativeness, Live Streaming, TikTok Live Shop

Full Text:

PDF

References


Abd Rahman, N. H., Ismail, S., Ahman, E., Nurasyiah, A., and Wulandari, N. S. (2021). The effect of regulatory performance on economic growth. Entrepreneurship and Sustainability Issues, 8(3), 604.

Afifah, N., ML, D. A., and Nuryadin, A. (2023). PENGEMBANGAN BAHAN AJAR PEMROGRAMAN BERBANTUAN SCRATCH PADA MATERI OPERASI HITUNG BILANGAN CACAH KELAS V SD. Pendas: Jurnal Ilmiah Pendidikan Dasar, 8(2), 1117-1127.

Guntara, R. G. (2023). Aplikasi Deteksi Phising Berbasis Android Menggunakan Metode Pengembangan Perangkat Lunak DSRM. Jurnal Minfo Polgan, 12(1), 303-310.

Guntara, R. G. (2023). Pemanfaatan Google Colab Untuk Aplikasi Pendeteksian Masker Wajah Menggunakan Algoritma Deep Learning YOLOv7. Jurnal Teknologi Dan Sistem Informasi Bisnis, 5(1), 55-60.

Guntara, R. G., and Azkarin, V. (2023). Implementasi dan Pengujian REST API Sistem Reservasi Ruang Rapat dengan Metode Black Box Testing. Jurnal Minfo Polgan, 12(1), 1229-1238.

Hafina, A., Nur, L., and Malik, A. A. (2022). The development and validation of a character education model through traditional games based on the Socratic method in an elementary school. Jurnal Cakrawala Pendidikan, 41(2), 404-415.

Hakim, D. R., Ahman, E., & Kusnendi, K. (2023). The effect of FDI on the host countries’ employment: A meta-regression analysis. Russian Journal of Economics, 9(2), 158-182.

Hodijah, E. S. E. S., Hamdu, G. H. G., and Nuryadin, A. N. A. (2023). Pengembangan Aplikasi Perangkat Pembelajaran Virtual Field Trip Berbasis ESD Di Sekolah Dasar. JURNAL PENDIDIKAN DASAR, 11(1), 48-60.

Indriyanti, F., Fauziah, T. N., and Nuryadin, A. (2023). Analisis Bibliometrik Penggunaan Video Pembelajaran di Sekolah Dasar Tahun 2013-2022 Menggunakan Aplikasi VOSViewer. Jurnal Educatio FKIP UNMA, 9(1), 23-31.

Irmayani, O., Albania, S. N., and Nuryadin, A. (2023). Pemetaan Komputasi Bibliometrik Analisis Pembelajaran Google Classroom Menggunakan Vosviewer. SAP (Susunan Artikel Pendidikan), 8(1), 131-139.

Juliana, H. (2023). Pengaruh Siaran Langsung Dan Manfaat Yang Dirasakan Terhadap Niat Beli Melalui Kepercayaan Konsumen Pada Aplikasi Tiktok Shop. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(6), 1517–1538. https://doi.org/10.54443/sinomika.v1i6.754

Kemp, S. (2023). Digital 2023: Indonesia. Datareportal. https://datareportal.com/reports/digital-2023-indonesia

Lestari, D. R., Josephine, W., & Nuryadin, A. (2023). Analisis Bibliometrik Perkembangan Pembelajaran Online dengan Aplikasi Zoom Menggunakan VOSViewer. Jurnal Ilmu Pendidikan (JIP) STKIP Kusuma Negara, 14(2), 194-204.

Loviani, S. D., Saputra, Y. M., Kusmaedi, N., Ray, H. R., and Nur, L. (2021). Effects of health-related fitness model to improve physical fitness and physical activity in vocational high school students. Int J Hum Move Sports Sci, 9(04), 654-660.

Marlina, L., Senen, S. H., Yuniarsih, T., and Ahman, E. (2023). Human capital competitiveness model in the digital era of craft creative industry entrepreneurs. Journal of Competitiveness, 15(2).

Monoarfa, H., Rahayu, A., Adirestuty, F., Abu Karim, R., Bahtar, A. Z., Ahmad Nazari, Z., and Mahmud, N. (2022). The influence of Islamic attributes on tourist satisfaction with pull motivation as an intervening variables. International Journal of Tourism Cities, 8(1), 140-152.

Mulyana, R. N., Aulia, O., Adem, D. B., Nuryadin, A. N., & Prehanto, A. (2022). Hambatan Startup Edukasi Setelah Program Inkubasi (Studi Kasus pada Program Inkubator Startup CIAS). Jurnal Studi Manajemen dan Bisnis, 9(1), 59-64.

MUNAWAROH, M., SANTOSO, B., GUMILANG, R. R., HIDAYATULLAH, D., HERMAWAN, A., MARHANAH, S., and PURWANTO, A. (2021). The effect of strategic leadership and organization culture on business performance: An empirical study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(6), 455-463.

Nur, L., Stephani, M. R., and Malik, A. A. (2022). Teachers' Perspectives on Promoting Physical Activity in Early Childhood Education: A Pilot Study in Indonesia. International Journal of Human Movement and Sports Sciences, 10(6), 1189-96.

Nuryadin, A. (2023). KOMUNIKASI DALAM LINGKUNGAN PEMBELAJARAN ONLINE: SEBUAH STUDI BIBLIOMETRIK. Communications, 5(1), 333-352.

Nuryadin, A., Amelia, D. N., and Aryanto, S. (2022). Harnessing Serious Games For Developing Indonesian Elementary School Students’ Critical Thinking Attitudes. Naturalistic: Jurnal Kajian dan Penelitian Pendidikan dan Pembelajaran, 6(2), 1248-1461.

Nuryadin, A., Karlimah, K., Lidinillah, D. A. M., Apriani, I. F., Putri, I. R., Susilawati, L., and Nurhidayah, D. (2023). Using Augmented Reality for Geometry Learning: Indonesian Elementary School Teachers' Experiences. Jurnal Pendidikan Sains, 11(1), 1-6.

Nuryadin, A., Lidinillah, D. A. M., & Muharram, M. R. W. (2021). Pre-service teachers’ experiences in developing digital learning designs using ADDIE model amid COVID-19 pandemic. Jurnal Basicedu, 5(5), 4013-4025.

Nuryadin, A., Muharram, M. R. W., and Guntara, R. G. (2021). Penggunaan model flipped classroom berbantuan digital tools untuk meningkatkan kualitas pembelajaran di sekolah dasar selama masa pandemi covid-19. COLLASE (Creative of Learning Students Elementary Education), 4(3), 348-361.

Nuryadin, A., Rusmana, N., Lidinillah, D. A. M., Prehanto, A., and Desmawati, S. A. (2023). Kehadiran Sosial (Social Presence) dalam Pembelajaran Online: Analisis Bibliometrik terhadap Publikasi tahun 2012-2022. Edukatif: Jurnal Ilmu Pendidikan, 5(1), 335-347.

Pongratte, L. J., Liu, J., Putri, M. D. P. W., and Paulin, A. (2023). The Effect of Promotion via TikTok Live Streaming on Consumers’ Buying Interest in Clothing Products. Open Journal of Social Sciences, 11(04), 333–347. https://doi.org/10.4236/jss.2023.114024

Prawira, I. F. A., and Sandria, J. (2021). The determinants of corporate tax aggressiveness. Studies of Applied Economics, 39(4).

Prehanto, A., and Aprily, N. M. (2021). The Existence of Cartooning Education in Semarang City. Indonesian Journal of Curriculum and Educational Technology Studies, 9(1).

Prehanto, A., Hernawan, A. H., Nurmansyah, G. R., Nuryadin, A., and Ratnasari, A. Innovation Curriculum on Coffee Barista Education. DWIJA CENDEKIA: Jurnal Riset Pedagogik, 7(1).

Purwaamijaya, B., Wijaya, A., & Shadani, S. (2021). Perceptions and Prospective Analysis of Artificial Intelligence and its impact on Human Resources in the Indonesian Industry 4.0. 12(1), 146–151. https://doi.org/10.4108/eai.14-9-2020.2304637

Putra, A. R. A., Lidinillah, D. A. M., and Nuryadin, A. (2023). PENGEMBANGAN BAHAN AJAR PEMROGRAMAN BERBANTUAN SCRATCH PADA MATERI BANGUN DATAR DI SEKOLAH DASAR. Pendas: Jurnal Ilmiah Pendidikan Dasar, 8(2), 911-920.

Putri, I. R., Lidinillah, D. A. M., and Nuryadin, A. (2023). Pemodelan RASCH terhadap Soal konsep geometri dengan pembelajaran blended learning di Sekolah Dasar. Jurnal Cendekia: Jurnal Pendidikan Matematika, 7(1), 527-537.

Saputra, E. R., and Rusmana, N. (2021, July). Students’ experience of online game-based assessment tool during emergency remote teaching. In Journal of Physics: Conference Series (Vol. 1987, No. 1, p. 012012). IOP Publishing.

Setiadi, P. M., Alia, D., Sumardi, S., Respati, R., and Nur, L. (2021, July). Synchronous or asynchronous? Various online learning platforms studied in Indonesia 2015-2020. In Journal of Physics: Conference Series (Vol. 1987, No. 1, p. 012016). IOP Publishing.

Zhang, M., Qin, F., Wang, G. A., and Luo, C. (2020). The impact of live video streaming on online purchase intention. Service Industries Journal, 40(9–10), 656–681. https://doi.org/10.1080/02642069.2019.1576642

Zhang, P., Chao, C. W. (Fred), Chiong, R., Hasan, N., Aljaroodi, H. M., & Tian, F. (2023). Effects of in-store live stream on consumers’ offline purchase intention. Journal of Retailing and Consumer Services, 72. https://doi.org/10.1016/j.jretconser.2023.103262




DOI: https://doi.org/10.17509/ijdb.v4i1.59456

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Universitas Pendidikan Indonesia (UPI)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indonesian Journal of Digital Business is published by Universitas Pendidikan Indonesia (UPI)
and managed by Department of Digital Business
Jl. Dr. Setiabudi No.229, Kota Bandung, Indonesia - 40154
View My Stats