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All Journal Jurnal Manajemen dan Profesional
Putra, Bagus Triaditya
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Economics, Econometrics & Finance

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Pengaruh Jalur Afektif dan Jalur Rasional Terhadap Niat Beli Konsumen Dalam Social Commerce Berbasis Video Streams di Indonesia Putra, Bagus Triaditya; Sanjaya, Muhammad Ridho; Rahayu, Fatik
Jurnal Manajemen dan Profesional Vol. 7 No. 1 (2026): Jurnal JPRO
Publisher : Program Studi Manajemen Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jpro.v7i1.2935

Abstract

This study examines the effects of affective and rational routes on purchase intention in live streaming social commerce in Indonesia. The affective route (emotion and social presence) and rational route (information quantity and quality) were analyzed using SEM-AMOS. Results show that emotion and social presence enhance perceived similarity, while information quantity and quality increase perceived power. Both perceived similarity and perceived power significantly drive purchase intention, indicating that affective and rational mechanisms work simultaneously.
Co-Authors Fatik Rahayu Sanjaya, Muhammad Ridho