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All Journal JURNAL SISTEM INFORMASI BISNIS Media Ekonomi dan Manajemen JURNAL ILMIAH MANAJEMEN & BISNIS EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis MIX : Jurnal Ilmiah Manajemen Benefit: Jurnal Manajemen dan Bisnis Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Journal of Economic, Bussines and Accounting (COSTING) Jurnal Pendidikan Ekonomi (JURKAMI) Performance MABIS: Manajemen dan Bisnis Jurnal Manajerial Value: Jurnal Manajemen dan Akuntansi Jurnal Ilmiah Edunomika (JIE) Management Studies and Entrepreneurship Journal (MSEJ) Cakrawala Repositori Imwi Cita Ekonomika: Jurnal Ilmu Ekonomi Bisnis Net : Jurnal Ekonomi dan Bisnis Jurnal Ekonomi Journal of Social Research Media Riset Akuntansi Auditing & Informasi Jurnal Manajemen dan Pemasaran Jasa Journal of Artificial Intelligence and Digital Business Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Asian Journal of Social and Humanities Jurnal Cendekia Ilmiah Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Kurniawati .
Universitas Trisakti
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The Influence of Parasocial Relationship, Promotion, and Perceived Usefulness on Customer Loyalty in TikTok Livestream Atik Zanzabila; Kurniawati Kurniawati; Renny Risqiani
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 3 (2026): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i3.10755

Abstract

The rapid growth of social media and e-commerce has positioned TikTok as a prominent platform for livestreaming commerce, with high user engagement in Indonesia. This study aims to examine the effects of parasocial relationship, promotion, and perceived usefulness on purchase behavior and customer satisfaction, and their implications for customer loyalty within the Stimulus–Organism–Response (SOR) framework. A quantitative approach was employed using purposive sampling, involving 308 active TikTok users aged 18 years and above who had watched and purchased through TikTok livestreams. Data were collected via an online questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS Software. The findings reveal that parasocial relationship significantly influence purchase behavior, while purchase behavior and customer satisfaction have significant positive effects on customer loyalty. Promotion significantly affects customer satisfaction, whereas perceived usefulness does not.
Pengaruh Consumer Innovativeness dan Pemasaran Digital terhadap Perilaku Kesehatan Protektif Adelard Davista; Kurniawati Kurniawati; Febri Ardani; Taffania Diva Qur'ana
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.5402

Abstract

Penelitian ini bertujuan menganalisis pengaruh Perceived Benefits dan Consumer Innovativeness terhadap Health-Protective Behaviors dalam konteks keterlibatan media sosial dan layanan kesehatan digital. Penelitian menggunakan pendekatan kuantitatif dengan 200 responden yang dipilih melalui teknik purposive sampling, mencakup pengguna layanan kesehatan digital dan pihak yang memiliki pengalaman terkait layanan kesehatan. Data dikumpulkan melalui survei daring menggunakan kuesioner dengan skala Likert lima poin yang terdiri atas 21 indikator. Analisis dilakukan menggunakan Structural Equation Modeling dengan dukungan SPSS dan AMOS 24 untuk menguji validitas, reliabilitas, kesesuaian model, hubungan langsung, dan peran mediasi antarvariabel. Hasil penelitian menunjukkan seluruh instrumen memiliki factor loading di atas 0,40 dan nilai Cronbach's Alpha di atas 0,60 sehingga dinyatakan valid dan reliabel. Pengujian hipotesis menunjukkan bahwa Perceived Benefits berpengaruh positif terhadap Health-Protective Behaviors dengan estimasi 0,263 dan nilai p 0,005. Consumer Innovativeness berpengaruh positif terhadap Health-Protective Behaviors dengan estimasi 0,729 dan nilai p 0,000, serta berhubungan positif dengan Perceived Benefits dengan estimasi 0,820 dan nilai p 0,000. Consumer Innovativeness juga memperkuat hubungan Perceived Benefits terhadap Health-Protective Behaviors dengan estimasi 0,774 dan nilai p 0,000. Temuan ini menegaskan bahwa persepsi manfaat dan keterbukaan terhadap inovasi digital mendorong konsumen menerjemahkan informasi kesehatan menjadi tindakan protektif. Strategi pemasaran digital perlu menekankan manfaat yang jelas, informasi yang kredibel, interaksi yang mudah, serta peningkatan literasi kesehatan digital untuk mendukung perilaku kesehatan masyarakat.
Co-Authors Adelard Davista Adelard Davista Adnanto Mujiibu Arif Hakeem Adventua Sihaloho Afsari Zulsi Nurvinka Ainul Yaqin Akhmad Miftakhudin Alviana Aslama Anantia Amru Bangkit Adhitama Ana Rosalinda Ananda Karuna Jaya Andhar Lutfi Andra Aditya Andy Agung Agnanto Antania Shinta Yuwono Atik Zanzabila Azura Rizkiatami Benedictus Hutomo Darmawan Cindy Farahita Danthy Margareth Dede Ernawati Desna Ronaldy Yoga Perwira Dewi Anggraeni Dhia Ratuzzahrah Dini Primasari Priadi Duwi Mulyati Elona Sitohang Endang Kurnia Febri Ardani Febri Ardani Fraya Anastasia Gavrila Indra Saputra Gesta Lionanda Ginta Ginting Ginzha Arthasari Sugiono Giwa Giwangkara Grade Banirohim Hapizin Yonani Panjaitan Ismail Ismail Janette Anastacia M. W. Jati Kasuma Ali Joshua Joviando Karijanto Prijo Rahardjo Lala Latipah Livia Tamarasari Suhendra Maria Ariesta Utha Maria Ariestha Utha Marilyn Tonapa Martua Parningotan Sihaloho Muhamad Fachreza Muhammad Haqqi Ramdhi Muhammad Ilham Supriyanto Muhammad Rusli Nunuk Andriastuti Nurhayati Nurlaila Hidayaty Nurul Yakin Olivia Windy Prameswari Dinda Putri Istiadah Oktafia Sa’roni Ramadhani Fithratullah Rangga Anung A Renny Risqiani Renny Risqiyani Retno Sari Murtiningsih Rezqy Halim Ruth Noviyanti S.A Marivan HR Sarah Gabriella Syifa Khairana Taffania Diva Qur'ana Taffania Diva Qurana Taffania Diva Qurana Triyanti De Fatima Kehi Veronica Pebriana Simarmata Whinarko . Yoga Budhi Santosa Yolanda Masnita Siagian