<![CDATA[ABSTRAKPerkembangan teknologi menghadirkan berbagai kemudahan akses dan implementasi pemasaran digital, salah satunya sehubungan dengan hadirnya live shopping. Kondisi tersebut mengakibatkan tingkat persaingan semakin ketat dan menimbulkan tantangan bagi pengusaha kecil yang memasarkan produknya secara online karena dapat mengalami kegagalan bersaing dengan pengusaha skala besar yang melaksanakan live shopping di platform yang sama. Penelitian ini bertujuan untuk menganalisis pengaruh likeability, animacy, responsiveness, dan interactivity terhadap purchase intention melalui mediasi social presence pada konteks virtual streamer live shopping yang dikhususkan di Kota Batam. Metode penelitian yang ditempuh berupa metode kuantitatif, dengan pengumpulan data melalui penyebaran kuesioner survei, untuk kemudian dianalisis menggunakan perangkat lunak SMARTPLS. Hasil penelitian mengungkapkan bahwa likeability, animacy dan interactivity berpengaruh signifikan terhadap social presence. Alangkah tetapi, variabel responsiveness tidak menunjukkan pengaruh signifikan terhadap social presence. Animacy, responsiveness, dan interactivity berpengaruh signifikan atas purchase intention, tetapi likeability tidak menunjukkan pengaruh yang signifikan. Peneliti juga menegaskan adanya hubungan langsung yang signifikan antara social presence dengan purchase intention pada live shopping.ABSTRACTThe development of technology presents various conveniences of access and implementation of digital marketing, one of which is related to the presence of live shopping. This condition results in increasingly tight competition and poses challenges for small entrepreneurs who market their products online because they can fail to compete with large-scale entrepreneurs who carry out live shopping on the same platform. This study aims to analyze the effect of likeability, animacy, responsiveness, and interactivity on purchase intentions through social presence mediation in the context of virtual streamer live shopping specifically in Batam City. The research method used is a quantitative method, with data collection through the distribution of surveys, to be analyzed using SMARTPLS software. The results of the study revealed that likeability, animation and interactivity have a significant effect on social presence. However, the responsiveness variable does not show a significant effect on social presence. Animation, responsiveness, and interactivity have a significant effect on purchase intentions, but likeability does not show a significant effect. The researcher also emphasized that there is a significant direct relationship between social presence and purchase intentions in live shopping.]]>
