PENGARUH E-WOM TERHADAPA EFEKTIVITAS LIVE STREAMING: MODERASI PERSEPSI NILAI PRODUK PADA KONSUMEN PEREMPUAN - Besli, Eugenius; Peong, Hersanius Kurnia; Vianney, Yohanes Mario (Buletin Studi Ekonomi, 2026)
Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth melalui ulasan dan rating toko terhadap efektivitas live streaming shopping, serta menilai peran persepsi nilai produk sebagai variabel quasi moderasi. Data dikumpulkan dengan survei online cross sectional terhadap mahasiswi pengguna e-commerce di Kota Maumere. Data penelitian dianalisis dengan regresi linear berganda menggunakan SPSS 26. Hasil penelitian menunjukkan bahwa ulasan berpengaruh negatif terhadap efektivitas live streaming, sedangkan rating toko berpengaruh positif terhadap efektivitas live streaming. Sementara itu, persepsi nilai produk tidak terbukti berpengaruh secara langsung terhadap efektivitas live streaming. Pengujian moderasi menunjukkan bahwa persepsi nilai produk mampu memperkuat hubungan antara ulasan dan efektivitas live streaming, namun tidak mampu memoderasi hubungan antara rating toko dan efektivitas live streaming. Implikasi penelitian ini menekankan pentingnya pengelolaan kualitas ulasan dan strategi peningkatan nilai produk dalam meningkatkan efektivitas pemasaran melalui live streaming.     This study aims to analyze the effect of electronic word of mouth through store reviews and ratings on the effectiveness of live streaming shopping, as well as to assess the role of product value perception as a quasi-moderating variable. Data were collected through a cross-sectional online survey of female e-commerce users in Maumere City. The research data were analyzed using multiple linear regression with SPSS 26. The results show that reviews have a negative effect on the effectiveness of live streaming, while store ratings have a positive effect on the effectiveness of live streaming. Meanwhile, product value perception has no direct effect on the effectiveness of live streaming. Moderation testing shows that perceived product value can strengthen the relationship between reviews and live streaming effectiveness, but cannot moderate the relationship between store ratings and live streaming effectiveness. The implications of this study emphasize the importance of managing review quality and product value enhancement strategies in improving marketing effectiveness through live streaming.