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Haryanto, Totok
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Religion Aerospace Engineering Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Nursing Public Health Social Sciences Other

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Faktor-Faktor yang Mendorong Konsumen Membeli Produk Elzatta di TikTok Live Shopping: Perspektif Stimulus–Organism–Response Theory Firliansa, Alek; Haryanto, Totok; Astuti, Herni Justiana; Endratno, Hermin
Jurnal Ilmiah Ekonomi Islam Vol. 11 No. 04 (2025): JIEI : Vol. 11, No. 04, 2025
Publisher : ITB AAS INDONESIA Surakarta

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Abstract

This research aims to examine how online customer reviews and interactive content marketing of Elzatta’s products during TikTok Live Shopping sessions influence consumer purchase decisions, using the Stimulus–Organism–Response (S-O-R) theory as a conceptual framework. In this model, purchase intention serves as a mediating variable between external stimuli (content marketing, customer reviews, and religiosity) and the behavioral response (purchase decision). The study involved 157 respondents, selected through purposive sampling, and data were collected via an online questionnaire targeting Elzatta consumers in Purwokerto who actively follow or purchase through TikTok live sessions. The analysis of the data utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SmartPLS 4 software. The findings reveal that content marketing and purchase intention have a positive and significant effect on purchase decisions. However, online customer reviews show no significant influence, and religiosity demonstrates a negative impact on purchase decisions. Additionally, purchase intention does not mediate the effects of content marketing, customer reviews, or religiosity on purchase decisions, suggesting that direct factors such as personal values and perceived content quality play a more crucial role in shaping consumer behavior in this context.
Co-Authors Abdul Haris Mulyadi Agung Miftahuddin, Muchammad Akhmad Darmawan Akhmad Fauzan Alamsyah, Akbar Alfandi, Asha Alwani Hamad Anastasia, Nita Anis Shofiyani Arini Hidayah, Arini Ariyanti, Ayu Rizki Arya Chandra, Latief Aziz, Geovanni Al Azizah, Lisda Fathul Bagis, Fatmah Citadiantoro, Khafifatuzzahra Erny Rachmawati Fauziridwan, Meydy Firliansa, Alek Hadi Pramono Handayani, Erna Hasanah, Yeti Rusmiati Hengky Widhiandono, M.Si. S.E. Hermin Endratno Herni Justiana Astuti Hidayat Baihaqi, Daisak Ikhsani, Mastur Mujib Islami, Adelia Wahyu Islami, Muhammad Wildan Khaerunisabillah, Sevani Kharismasyah, Alfato Yusnar Lahan Adi Purwanto Magribi, Imam Maulana Maulida Nurul Innayah Miftahudin, M. Agung Mugi Harsono Muhamad Satria Mediansyah Muji R., Tri Septin Mulyadi P, Agus Naelati Tubastuvi Nur Maknunah, Syarifahtun Nurhanifah, Salma Pariyanti, Gangsar Pramesti, Shasa Pratama, Bintang Rizki Purnadi, Purnadi Putra, Nafis Mahesa Putri, Dea Yosiana Rahmawati, Ika Yustina Rakhmawati, Fitri Retnaningrum, Maharani Retno Widowati Rizqullah, Naufal Arkan Rizqullah, Naufal Khosyi sandra dewi Satria, Muhamad Teguh Wafa Suprihatin Sururiyah, Mar’atun Suyoto Suyoto Tri Septin Muji Rahayu, Tri Septin Wida Purwidianti Widyaningtyas, Dian Widzayanto, Luthfi Arie Wiranti, Elza Devi Zain Zakaria, Yoga