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Journal : IIJSE

The Role of Immersion as a Mediator Between Visibility, Metavoicing, and Guidance Shopping on Purchase Intention Putri, Adelia Kurnia; Syah, Muhammad Fahmi Johan
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 1 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i1.4616

Abstract

The study aims to test the immersion variable as a mediator between visibility, metavoicing, and guidance shopping against purchase intention on Shopee's live-streaming shopping features. This type of research is quantitative with design correlation path analysis. A total of 114 respondents were millennials aged 17–20. Research results show that the immersion variable is a significant mediator variable between metavoicing and guidance shopping towards purchase intention. There is a significant direct influence between the visibility guidance shopping variable and the immersion on the purchase intention. However, the results of the analysis also show that the metavoicing variable does not have a direct effect on the purchasing intention, while visibility does not directly affect immersion. Therefore, the immersion variable is not the mediator variable between visibility and purchase intention. Based on that, purchase intention will increase significantly if there is an increase in metavoicing and guidance shopping. Metavoicing and guidance shopping increased the purchase intention with increased immersion. However, the buy intention will increase significantly without the increase in immersion, and the purchase intent will only rise significantly when the metavoicing variable is bridged by immersions.
Co-Authors Adi Wahyu Nugraha Agnia Khulqi Karima Agus Marimin Agus Susilo Agus Susilo Akrom, Akrom Anthori, Muhammad Astuti, Kartika Tri Astuti, Ninda Dwi Bahri, Andi Syamsul Budi Wahyono Budi, Hermawan Setyo Choirunnisa, Ni’matul Custilas, Anesito Dhany Efita Sari Diah Ayu Widyasari Diman, Vinna Idamtus Silmi Djalal Fuadi Endang Fauziati Endang Wahyu Pamungkas Eny Pemilu Kusparlina Fajar Agung Nugroho Fajriyah, Desi Susanti Fatmahwati, Seli Firdaus, Rizki Anugrah Gatot Jariono Habil Azhar Hendawan Hafidah, Angelia Suci Nur Hanifah Tria Intan Jelita Harsono Harsono Harsono Harsono Harun Joko Prayitno Hepy Adityarini, Hepy Hernawan Sulistyanto Huda, Syamsul Ijah Mulyani Sihotang Ikhsan, Rudfiando Ikhsana Imran, Muhammad Ali Inayati, Nurul Latifatul Intan Jelita, Hanifah Tria Jan Wantoro Janudin, Sharul Effendy Jelita, Hanifah Tria Intan Jenny Buckworth Joko Suwandi Kartikasari, Evi Dwi Koesoemo Ratih Kurniasih, Reni Kuswanty, Nur Helny Mahaliza Mansor Mansor, Mahaliza Mega Puspaningrum Miftakhul Huda Minsih Mintarsih, Mimin Mirana, Ludiya Yayang Mohammad Chairil Asmawan Muhammad Rohmadi Muhammad Yahya Muhibuddin Fadhli Munajat Tri Nugroho Mustofa, Rochman Hadi Nadira, Khairani Rahma Naufal Ishartono Nur Amalia Nur Subekti Nurul Latifatul Inayati Nurvina, Selina Elga Pramudya, Redondo Sakti Adi Pratiwi, Adcharina Putri, Adelia Kurnia Rahmadhani, Salma Reyza Wulandari Romadhoni, Defri Nur Sabar Narimo Sally Jarin Salma Rahmadhani Salsabila, Alifa Samsudin Suhaili Sharul Effendy Janudin Siti Ainun Fadilah Sri Budi Utami Sri Katoningsih Suranto Suranto Suranto Suranto Suranto Surya Jatmika Syifaya, Zulfa Aurellye Oldra Titik Ulfatun Toni Ahmad Subekti Tri Nur Wahyudi Utami, Ayuningsih Tri Weti, Nafra Mutya Wibowo, Harris Prasetya Cahya Yovi Annang Setiyawan Yusuf Sulistyo Nugroho