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All Journal Referensi : Jurnal Ilmu Manajemen dan Akuntansi Indonesian Journal of Multidisciplinary Science
Manaf, Peri A.
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences

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THE EFFECT OF TRUST IN STREAMERS ON LIVE SHOPPING CONSUMERS' PURCHASE INTENTION IN INDONESIA Wijaya, Yitlin; Manaf, Peri A.
Referensi : Jurnal Ilmu Manajemen dan Akuntansi Vol 12, No 1 (2024)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/ref.v12i1.5721

Abstract

This study aims to analyze the effect of trust in streamers on live shopping consumers’ purchase intention in Indonesia. Data collection was obtained from 150 respondents through an online questionnaire and used a structural equation modeling method with SmartPLS 4.0 data processing. The results of hypothesis testing show that utilitarian value, hedonic value, and value similarity are proven to have a significant positive effect on trust in streamers, while trust in streamers is also proven to have a significant positive effect on purchase intention. Meanwhile, trust in streamers is not proven to have a negative relationship with product fit uncertainty and product quality uncertainty even though they have a significant effect while product fit uncertainty and product quality uncertainty are proven to not affect purchase intention. This finding has important managerial implications for live shopping business owners that the right price and product quality, fast delivery, and lower delivery service costs, as well as the comfort and pleasure that consumers get in live shopping, will increase the trust in streamers. Similar ways of thinking, similar tastes, and similar preferences between streamers and consumers also play an important role in increasing trust in streamers in live shopping. They are expected to be aware of the importance of factors that can build consumers’ trust in streamers because trust in streamers has been proven to increase consumers’ purchase intention.
Examining digital influencers’ impact on customer's hedonic motivation, utilitarian motivation and purchase intention Tanarto, Gabrille Maria Magdalena; Mujanandi, Yusuf Al-Islam Al; Manaf, Peri A.
Indonesian Journal of Multidisciplinary Science Vol. 3 No. 6 (2024): Indonesian Journal of Multidisciplinary Science
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/ijoms.v3i6.838

Abstract

The purpose of this study is to investigate how external factors influence people's intentions to buy food online. A survey was conducted using an online form that was widely distributed to people who follow digital influencers on social media, have made online food purchases, and live in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi). The study was conducted to gather a more comprehensive view of consumer shopping behavior in Indonesia by combining trends, visual appeals, sales promotion, and information availability from digital influences in social media that impact customer motivation (hedonic and utilitarian) and customer purchase intention for food products online. The research results demonstrate a genuine relationship between digital influences and their impact on social networks as a new trend of the digital era. The study also proves that there is a positive relationship between the hedonistic motivation and the Utilitarian motivation on purchase intention. Moreover, the research shows that promotions carried out on different platforms from the sales platform can also have a significant impact on consumer motivation and purchasing intentions. Based on the research results, we recommend that food product sellers should consider using digital influences as promotional tools on social platforms. We recommend that future researchers investigate differences in shopping motivation based on different products or consumer market segments, especially in terms of external factors that trigger motivation to shop for food through digital activities.
Co-Authors Mujanandi, Yusuf Al-Islam Al Tanarto, Gabrille Maria Magdalena Wijaya, Yitlin