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All Journal Jurnal Manajemen Terapan dan Keuangan Journal of Business & Banking Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi J-MAS (Jurnal Manajemen dan Sains) Sketsa Bisnis Jurnal Manajemen Strategi dan Aplikasi Bisnis YUME : Journal of Management Almana : Jurnal Manajemen dan Bisnis JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Ecoment Global: Kajian Bisnis dan Manajemen Journal of Global Business and Management Review Ilomata International Journal of Management Jurnal Ilmiah Manajemen Kesatuan Ilomata International Journal of Management Journal of Entrepreneurship & Business Jurnal Manajemen Bisnis dan Keuangan Jurnal Ekonomi dan Manajemen Indonesia Wiga : Jurnal Penelitian Ilmu Ekonomi Jurnal Ilmu Manajemen Advantage Mestaka: Jurnal Pengabdian Kepada Masyarakat Paradoks : Jurnal Ilmu Ekonomi Social Engagement: Jurnal Pengabdian Kepada Masyarakat Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Jurnal Indonesia Mengabdi
Christiarini, Renny
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mechanical Engineering Social Sciences Other

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Journal : Sketsa Bisnis

 1 
Impact of External and Internal Factors Consumer has on Purchase Intention Live Streaming Shopping Jocelyn, Nathania; Christiarini, Renny
SKeTsa Bisnis (e-jurnal) Vol 12 No 1 (2025): Sketsa Bisnis
Publisher : Universitas Yudharta Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35891/jsb.v12i01.5658

Abstract

Introduction; This research explores the factors influencing purchase intention through live streaming shopping in the fashion sector on social commerce platforms in Batam City. With the rising popularity of online shopping through interactive streaming channels, it is essential to understand the key determinants of consumer purchasing behavior in this context. The research model integrates constructs of interactivity, informativeness, professionalism, attitude, and impulsiveness as potential predictors of purchase intention, with trust serving as a mediator. Methods; Data was collected through an online survey of active live streaming shopping users in Batam. Measurement metrics utilized a 5-point Likert scale to assess these variables. Data analysis was conducted using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Results; The analysis results reveal that interactivity, professionalism, and attitude have a significant positive impact on both trust and purchase intention. Informativeness positively influences trust but does not significantly affect purchase intention, while impulse buying positively affects purchase intention without influencing trust. Conclusion; Trust plays a strong mediating role in the relationships between interactivity, professionalism, attitude, and informativeness with purchase intention, except for impulse buying. These findings provide valuable insights for marketers in designing more effective marketing strategies through live streaming channels and are expected to enhance understanding of consumer shopping behavior.
Analisa Daya Tarik Pembelian di Social Commerce Melalui Video Streaming Studi pada Masyarakat Batam dan Tanjung Pinang Christiarini, Renny; Hendra Lim, Kelvin
SKeTsa Bisnis (e-jurnal) Vol 9 No 2 (2022): Sketsa Bisnis
Publisher : Universitas Yudharta Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35891/jsb.v9i2.3168

Abstract

English Version The purpose of this study is to determine the relationship between the variables of social interactions, perceived economic benefits, brand awareness, consumer engagement, social media marketing, and trust towards purchase intention on social commerce streaming video subscriptions in Tanjungpinang and Batam city. The research was conducted by utilizing 273 data obtained through the distribution of questionnaires. The sample in this study is people who have subscribed to video streaming between Netflix or VIU in social commerce and are residing in Tanjungpinang and Batam city. The total sample in this study is based on the Hair et al., 2019 method, which is parameter 1:10. The software used in this study is Smart PLS version 26. The results show that there is a significant positive effect on every variable towards purchase intention, except for brand awareness and social media marketing variables. The results of this study will be useful for Social Commerce entrepreneurs in increasing consumer purchase intention toward video streaming. Versi Indonesia Tujuan dilakukan penelitian ini yaitu untuk mengetahui hubungan antara variabel social interactions, perceived economic benefit, brand awareness, consumer engagement, social media marketing, dan trust terhadap purchase intention pada video streaming social commerce di Kota Tanjungpinang dan Batam. Penelitian dilakukan dengan memanfaatkan 273 data yang didapatkan melalui pembagian kuesioner. Sampel pada penelitian ini berupa masyarakat yang pernah berlangganan video streaming Netflix atau VIU di social commerce dan berdomisili di Kota Tanjungpinang dan Batam. Total sampel pada penelitian ini berpatokan pada metode Hair et al., 2019 yaitu parameter 1:10. Software yang digunakan pada penelitian ini yaitu dengan memanfaatkan Smart PLS versi 26. Hasil penelitian menunjukkan terdapat pengaruh signifikan positif pada setiap variabel terhadap purchase intention, kecuali variabel brand awareness dan social media marketing. Hasil penelitian ini akan bermanfaat bagi pengusaha social commerce dalam meningkatkan daya tarik beli konsumen terhadap video streaming.
Measuring The Amount Of Consumer Desire During Live Streaming Shopping Of Cosmetic Products Christiarini, Renny; Tarekar, Wendy Wihue; Purwianti, Lily
SKeTsa Bisnis (e-jurnal) Vol 12 No 2 (2025): Sketsa Bisnis
Publisher : Universitas Yudharta Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35891/gr2tkz46

Abstract

streaming shopping in the context of social commerce, specifically for cosmetic products followed by generation Z. The main focus of this research is to understand how generation Z interacts with live streaming shopping content and what factors influence their purchasing decisions. The main focus of this research is to understand how Generation Z interacts with live streaming shopping content and what factors influence their purchasing decisions. Methods, the research method used was to distribute questionnaires to 431 people from generation Z in Batam city who actively follow live streaming shopping for cosmetic products and using the Partial Least Square (PLS) method with Structural Equation Modelling (SEM) technique to process the collected data. Results, the results showed that eWOM, brand image, product, and promotion have a significant role in influencing generation Z's purchasing decisions. Conclusion, this research provides valuable insights for cosmetics industry players and social commerce platforms to design marketing strategies that are more effective and in accordance with generation Z's preferences.  
Co-Authors Alexios, Constantine Angel Angel Chen, Chin Fong Chrisderry Erryson, Davin Fernando, Kenny Fidia, Fidia Gautama, Jocky Helen, Helen Hendra Lim, Kelvin Herdinasari, Renisa Ester Hutagalung, Rince Monica Jocelyn, Nathania Juliansyach, Ryan Prastama Kusumo, Pradino Lhu, Steevarah Lily Purwianti Lunda, Axel Nathanael Macnico, Peter Mahendra, Rizky Adi Manalu, Yohana Gusvita Martasya, Martasya Mey, Nabila Arinov Ng, Octarianto Lika Permata, Nadiva Surya Pratama, Desi Putra, Chanda Vedalla Putra, Edy Yulianto Putri1, Inda Meyllya Qadri, Rizni Aulia Raiis, Daffa Dzaki Ramadani, Naila Richad, Richad Rooney Seren, Seren Shereen, Shereen Shevia, Shevia Sibagariang, Michael Iken Bonar Anju Sutjiali, Florensia Tarekar, Wendy Wihue Vincent Vincent, Vincent Vivikoh, Vivikoh Wijaya, Selvi Elyana Wilhelmina, Wilhelmina William Winsen, Winsen Wisnu Yuwono Yanti, Bely Novi Yulianti Yulianti Zetty Aqmi, Alifia Lisda