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M. Irfani Hendri
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Journal : eCo-Buss

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Pengaruh Price promotion dan Interpersonal Interaction terhadap Online Purchase Intention Gen Z dengan Perceived risk sebagai Mediasi Markel Yosa; Erna Listiana; Irfani Hendri; Ana Fitriana; Ahmadi Ahmadi
eCo-Buss Vol. 8 No. 2 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i2.2611

Abstract

Platform TikTok dengan fitur live streaming telah berkembang menjadi media pemasaran digital yang populer di kalangan Gen Z, karena menawarkan pengalaman belanja yang interaktif. Namun, di balik pengalaman tersebut, terdapat perceived risk yang memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengkaji bagaimana price promotion dan Interpersonal Interaction memengaruhi online purchase intention, dengan perceived risk sebagai variabel mediasi, pada konsumen Gen Z pengguna TikTok dalam konteks produk kecantikan Glad2Glow. Penelitian dilakukan dengan pendekatan kuantitatif menggunakan metode Structural Equation Modeling (SEM) yang diolah melalui SmartPLS 4, dengan data dari 227 responden Gen Z yang pernah mengikuti live streaming TikTok terkait produk kecantikan. Hasil penelitian menunjukkan bahwa consumer-streamer interaction berpengaruh signifikan terhadap Online Purchase Intention (β = 0.264; T = 3.324; p = 0.001) dan consumer-consumer interaction berpengaruh negatif signifikan terhadap perceived risk (β = -0.314; T = 3.117; p = 0.002). Perceived risk sendiri terbukti menurunkan niat beli secara signifikan (β = -0.215; T = 2.727; p = 0.006). Uji mediasi juga menunjukkan bahwa price promotion (T = 2.006; p = 0.045) dan consumer-consumer interaction (T = 2.397; p = 0.017) secara tidak langsung meningkatkan Online Purchase Intention melalui penurunan perceived risk.
Co-Authors Adelia, Alfina Ahmad Shalahuddin, Ahmad AHMADI Ahmadi Ahmadi Ahmadi Ahmadi Alberd, Alberd Ana Fitriana Ananda, Intan Cahya Ananda Ananda, Putri Andy Andy Anita Maharani Anwar Azazi Ari Widiyantoro Arman Jaya Arni, Mini Asari, Rika Augustine, Intanie Ayong Hiendro Bagus Purmono, Bintoro Balqis, Nawal Baras, Theresa Putri Yunita Beny Tamrin Bintoro Bagus Purmono Budhi Alfiyyah Alyaa Cha Cha Windiati Clara Jessica Melcie Dahlia Dahlia Damianus, Gosta Daud , Ilzar Daud, Ilzar Dedi Haryadi Dedi Haryadi Dina Setyawati Dody Pratama Marumpe Efa Irdhayanti Endang Kristiawati, Endang Erlani Erlani, Erlani Erna Listiana Erna Listiana Erna Listiana Fahmi, M. Fahriansyah Fahriansyah Fahruna, Yulyanti Fatchur Rochman Fauzan, Rizky Febriadi , M Alfin Fenni Supriadi Ferdianti, Ferdianti Fitriana , Ana Giriati Giriati Hajijah, Hajijah Handi Brata Hanifa, Sarah Harry Setiawan Hasan Ashari Oramahi Hasanudin Hasanudin Hasanudin Hasanudin Hasanudin Hasanudin Helma Malini Helma Malini, Helma Hendry Wijaya Heni Safitri Heriyadi Heriyadi, Heriyadi Iffa, Rikhlatul Ignatia, Juliana Ikram Yakin Ilzar Daud Ilzar Daud Iman Kalis, Maria Chirstiana Intan Putri Irdhayanti , Efa Irdhayanti, Efa Janiarti, Della Juanda Astarani Juanda Astarani Julhuda Julhuda Juniwati Juniwati Kalis, Maria Christiana Imam Kalis, Maria Christiana Iman Kamarullah Karsim, Karsim Kautsar, Gandhy Muhamad Kiki Prio Utomo Kiki Prio Utomo Kiki Prio Utomo KURNIA KURNIA, KURNIA Levina, Widya Liani, Liani Listiana , Erna Lucky Saputra Lutian, Kristin Mailisa, Yessi Maria Christiana Iman Kalis Maria Christiana Iman Kalis Maria Christiana Iman Kalis Maria Christiana Iman Kalis Maria Christiana Iman Kalis, Maria Christiana Maria Christiana l Kalis Maria Kalis Markel Yosa Mazayatul Mufrihah B11212091 Megawati - Meirani Harsasi Muhammad Afif Muhammad Fahmi Muhammad Naufal Shofwan Muhsin Muhsin Mustarudin Nafsiatun Natalia Natalia Nina Kartika, Nina Nova Arestia Nur Afifah Nur Afifah Nurul Komari Pramana Saputra Prio Utomo, Kiki Purmono, Bintoro Bagus Ramadania Ramadania, Ramadania Ramadhan, Rizani Reinaldo Dede Putra Renditha Nerazzury Ria Sulastri Riakbar, Bima Ridhota Madini Ridwansyah Ridwansyah Rifki, Maulana Radiyan Rika, Septiani Riyadho, Ahmad Robita, Naufal Dzaki Rochayati, Indarti Ruqiah Ganda Putri Panjaitan Ruqiah Ganda Putri Panjaitan Rustam Rustam Sari Rusmita Sebastian Sigit Wicaksono, Angga Silvanus Ilvan Somak Sukma Febrianti Sulastri, Ria Syahbandi Syahbandi Syahbandi Syahbandi Syahputri, Anggraini Syal, Adrian Syarif Maula Andriansyah Titik Rosnani Titik Rosnani Titik Rosnani Uray Ndaru Mustika Utomo, Kiki Prio Vera, Alensia Anjelika Veronica, Rizka Vitriyan Espa Vitriyan Espa Vitriyan Espa Wahyu Wijayanto Wardhani, Dini Sukma Wendy Wendy Wenny Pebrianti Wenny Pebrianti YANTO YANTO Yulia Ekawati Tasbita Yuliati Indrayani Yuliati Indrayani Yulyanti Fahruna Zatira, Alya