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All Journal JURNAL SAINS PEMASARAN INDONESIA Jurnal Manajemen dan Bisnis (Performa) Jurnal Manajemen Teknologi Jurnal Sosioteknologi IMAGE Jurnal Mitra Manajemen Journal of Economic, Bussines and Accounting (COSTING) SEIKO : Journal of Management & Business Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan International Journal of Social Science and Business Journal of Humanities and Social Studies Almana : Jurnal Manajemen dan Bisnis Journal of Information System, Applied, Management, Accounting and Research International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Riset Bisnis dan Manajemen JURNAL SeMaRaK Jurnal Ilmiah Manajemen Kesatuan Jurnal Syntax Transformation International Journal of Environmental, Sustainability, and Social Science Sawala : Jurnal pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat Jurnal Ekonomi JURNAL ILMIAH GLOBAL EDUCATION Journal of Tourism Economics and Policy Prosiding Konferensi Nasional PKM-CSR Manajemen dan Kewirausahaan Indonesian Journal of Multidisciplinary Science Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Journal Of World Science Jurnal Manajemen dan Pemasaran Jasa International Journal of Integrative Sciences eProceedings of Management International Journal of Economics, Business and Innovation Research Multidisciplinary Indonesian Center Journal Jurnal Bisnis dan Pemasaran Digital
Indira Rachmawati
Universitas Telkom
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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Journal : Multidisciplinary Indonesian Center Journal

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INFLUENCE OF LIVE STREAMING SHOPPING FEATURE ON PURCHASE INTENTION FOR LOCAL BEAUTY BRAND THROUGH EMOTIONAL FACTORS IN THE S-O-R MODEL Rosadiputri , Kadiva Dwilia; Indira Rachmawati
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 2 No. 3 (2025): Vol. 2 No. 3 Edisi Juli 2025
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v2i3.1076

Abstract

The phenomenon of online shopping has driven business players to be more innovative in promoting their products on existing digital platforms. There is a technological innovation that allows online businesses to showcase and demonstrate their products in real-time, known as live streaming shopping. TikTok has become one of the popular social-commerce platforms with beauty content within its application. This study aims to better understand the influence of TikTok live streaming shopping on the purchase intention of the local beauty brand through emotional factors. We applied the S-O-R (Stimulus, Organism, Response) model, with influencer credibility variables added to the emotional factors in the S-O-R model. Data were collected from 300 respondents who registered through a Google Form survey with predetermined criteria. PLS-SEM using Smart PLS was chosen for data analysis. The study revealed that attraction, cognitive assimilation, and influencer credibility mediate the relationship between real-time interaction, shopping guidance, visibility, media richness, and consumer purchase intention. Therefore, live streaming shopping through emotional factors significantly influences consumers' purchase intention. This research found that the enrichment of material living standards has transformed people’s purely demand-oriented shopping style. This study result help enterprises to better apply live streaming more effectively and expanding channels promotion strategies.
Co-Authors Adhi Prasetio Aditama, Allif Maulana Afifah Dian Septiantika Ahmad, Mokhtarrudin Aina Kemala Dewi Akhmad Yunani Al Amin, Ichwan Faiz Al Firdaus, Muhammad Yustan Alvian Putra Pamungkas Anita Silvianita Annisa Yasya Zhafira Anthonio Joshua Apon, Nathaleo Michel Ardio Sagita Ariel Axton Emmanuel Arien Arianti Gunawan AULIA, Dinda Riska Azzahra, Tarra Pinkan Batti, V Marvel Joshua bin Abu Sujak, Aznul Fazrin Damayanti Octavia Desianty Fithri Wahyuni Dian Indiyati Dwinanda, Sazbilla Effendie, Muhammad Dwi Sakti Falah, Atthariq Shidqi Nur Farah Alfanur Farsya, Tasqia Ayu Fathan, Muhamad Arief Fetty Poerwita Sary Fitria, Tita Frintika, Marani Tamelin Galuh Sudarawerti Heppy Millanyani Herry Irawan Hidayah, Dina Nurul Hildayati, Hildayati Irfan Maulana, Irfan Istifaroh, Haifaninda Khairani Ratnasari Siregar Khairulah, Yusuf Akbar Mahendra Fakhri Mahir Pradana Mangsor, Miza Marani Tamelin Frintika Mayyu, Aulia Nisa Mendrofa, Clara Forendza Monica Esperanza Muzhoffar, Ghifari Zain Nabila Nastiti Naurah Nazhifah Nidya Dudija Nurdila Ayu Apriyanti Pertiwi, Mita Aren Pratama, Wisnu Putra Akbar Pangestu Putri Linggasari Sofi Putri, Puji Ningsiana R. Amalina Dewi Kumalasari R. Nurafni Rubiyanti Rachmadia, Rizky Lestari Rafi Amani Muflih Rahardi Rahayu Aprianti Raja Razali, Raja Razana Ratih Hendayani Ridwan Purwanadita Rizdki Wicaksono Putra Rizky Tiara Prabandini Roberta, Jesicca Bella Rosadiputri , Kadiva Dwilia Salma Azalia Devara Salsabila, Adinda Intan Salsabilah, Tasya Sazbilla Dwinanda Setyawan, Natanael Kris Solihin, Jajang Badru Sudibyo, Fadhil Taufiq Surya, Saskia Putri Syabatia Nurul Azmi Syachreza, Yuga Raihan SYAFIRA DZIKRIA ALFIANI Syakilla, Nadia Pinkan Tarandhika Tantra Taufiq, Khairi Widiantari, Nindiana Wulandari, Ghina Alya Zahid, Azham Zahwa, Pandan Zelda Wildhania Basuki