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All Journal Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik
Sephia Ramadanti
Telkom University
Social Sciences

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PENGARUH INFORMASI PRODUK PADA FITUR LIVE STREAMING SHOPEE TERHADAP PURCHASE INTENTION DAN HABIT Sephia Ramadanti; Osa Omar Sharif
Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Vol. 10 No. 4 (2023): Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi, dan Pelayanan Publ
Publisher : Universitas Bina Taruna Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37606/publik.v10i4.866

Abstract

This study aims to analyze the effect of the live streaming feature on the Shopee application on purchase intention through product uncertainty as a mediator at Shopee in Bandung City. Primary data was obtained from the results of a questionnaire of 400 Shopee consumers in the city of Bandung. With purposive sampling method and data analysis using SPSS and SmartPLS software. The results showed that Real-time Communication and Perceived Authenticity had a significant negative effect on Product Quality Uncertainty in the purchasing process on Live Streaming Shopee. As well as Perceived Authenticity has a significant negative effect on Product Fit Uncertainty in the purchase process on Live Streaming Shopee. Perceived Enjoyment, and Convenience Of Product Search have a significant positive effect on Habit in the buying process on Live Streaming Shopee. And finally, Product Quality Uncertainty and Habit are stated to have a significant effect on Purchase Intention in the purchase process on Live Streaming Shopee. In addition, perceived enjoyment has a very significant effect on habit and convenience of product search also has a very significant effect on habit.
Co-Authors Osa Omar Sharif