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Abstrak :
Maraknya fenomena live streaming commerce telah menarik kehadirannya di Indonesia karena telah mengubah cara pemasaran dari tradisional menjadi digital. Di Indonesia, ekspansi live streaming tercermin dari pesatnya pertumbuhan jumlah penjual yang masuk ke pasar dan pertumbuhan transaksi jual beli melalui live selling. Meneliti keterlibatan pelanggan dan niat membeli pada live streaming penting bagi penjual untuk mempercepat upaya pemasaran yang selaras dengan perilaku customer. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi Customer Engagement dan Purchase Intention masyarakat Indonesia dalam berbelanja produk makanan dan minuman di TikTok live streaming dengan menerapkan teori Stimulus-Organism-Response (SOR). Pengambilan sampel dilakukan dengan menggunakan metode purposive sampling dan menggunakan survei online dan dibagikan kepada masyarakat Indonesia yang menggunakan TikTok, berusia antara 18-26 tahun dan pernah menonton produk makanan dan minuman secara live streaming minimal satu kali dalam tiga bulan terakhir. Terdapat 256 responden yang dikumpulkan dan dianalisis menggunakan metode Structural Equation Modeling (SEM) dan software PLS-SEM. Hasil penelitian ini menunjukkan bahwa variabel faktor stimulus (Real-Time Interaction, Perceived Proximity, dan Perceived Authenticity) berpengaruh positif terhadap faktor organism (Emotional Support) dan berhubungan dengan faktor response (Customer Engagement dan Purchase Intention). Selanjutnya, terdapat hubungan positif antara faktor stimulus Real-Time Interaction dan Perceived Authenticity) ke Customer Engagement dan Purchase Intention yang dimediasi oleh Emotional Support. Nilai pengaruh terbesar terlihat pada Customer Engagement yang berpengaruh positif terhadap Purchase Intention, sedangkan Perceived Proximity terbukti berpengaruh negatif terhadap Informational Support. ......The proliferation of the phenomenon of has embraced its presence in Indonesia because it has changed the way of marketing from traditional to digital. In Indonesia, the expansion of live streaming trading is reflected in the rapid growth in the number of sellers entering the market and growth in buying and selling transactions through live streaming. Scrutinizing customer engagement and purchase intention on live streaming commerce is important for sellers to accelerate marketing efforts aligned with audience or customer behavior. This study aims to determine the factors that influence Customer Engagement and Purchase Intention of the Indonesian people in shopping for food and beverage products on TikTok live streaming by implementing the Stimulus-Organism-Response (SOR) theory. Sampling was carried out using a purposive sampling method using an online survey and distributed to the Indonesian people as TikTok users who are between 18-26 years old and have watched live streaming of food and beverage products at least once in the last three months.256 respondents were collected and then analyzed using the Structural Equation Modeling (SEM) method using PLS-SEM software. The results of this study indicate that the stimulus factor variables (Real-Time Interaction, Perceived Proximity, and Perceived Authenticity) have a positive effect on the organism factor (Emotional Support) which connects to the response factor (Customer Engagement and Purchase Intention). Furthermore, there are only two positive relationships between stimulus factors (Real-Time Interaction and Perceived Authenticity) and Customer Engagement as well as Purchase Intention mediated by Emotional Support. The biggest influence path is seen on the Customer Engagement variable which has a positive effect on Purchase Intention, while Perceived Proximity has proven to have a negative impact on Informational Support.

Abstrak :
Perkembangan teknologi telah mengeksplorasi berbagai sektor di kehidupan termasuk

Abstrak :
Penelitian ini membahas mengenai pengaruh karakteristik interaksi sosial terhadap pembelian impulsif pada live streaming commerce. Atas dasar parasocial interaction dan social presence yang bisa diciptakan live streaming commerce, peneliti mengidentifikasi pengaruh karakteristik interaksi sosial konsumen berupa sense of loneliness, real-life social avoidance, empathy ability, dan mutual assistance terhadap pembelian impulsif. Data dikumpulkan dari 238 responden yang pernah menonton dan membeli produk pada live streaming commerce. Data dianalisis menggunakan metode PLS-SEM melalui perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa real-life social avoidance dan empathy ability memiliki pengaruh positif terhadap parasocial interaction, sedangkan sense of loneliness tidak signifikan. Selanjutnya, empathy ability dan mutual assistance memiliki pengaruh positif terhadap social presence. Lebih dari itu, parasocial interaction dan social presence memiliki pengaruh positif terhadap pembelian impulsif pada live streaming commerce. Hasil karakteristik interaksi sosial yang berpengaruh positif yaitu real-life social avoidance, empathy ability, dan mutual assistance juga memiliki pengaruh tidak langsung terhadap pembelian impulsif pada live streaming commerce melalui parasocial interaction dan social presence. ......This research discusses the effect of social interaction characteristics on impulsive purchase in live streaming commerce. On the basis of parasocial interaction and social presence resulted from live streaming commerce, this research aims to identify how consumer social interaction characteristics in the form of a sense of loneliness, real-life social avoidance, empathy ability, and mutual assistance stimulates impulsive purchase. The data is collected from 238 respondents who had watched and purchased product(s) on live streaming commerce. Data were analyzed using the PLS-SEM method via SmartPLS 4 software. The results shows that real-life social avoidance and empathy ability have a positive effect on parasocial interaction, while the sense of loneliness is not significant. Furthermore, empathy ability and mutual assistance have a positive influence on social presence. Both parasocial interaction and social presence have a positive influence on impulse purchases in live streaming commerce. The results of social interaction characteristics that have a positive influence, which are real-life social avoidance, empathy ability, and mutual assistance also have an indirect effect on impulsive purchase in live streaming commerce through parasocial interaction and social presence.

Abstrak :
Tren baru dalam memasarkan produk melalui live social commerce seperti pada Instagram dan Tiktok serta adanya penilaian terhadap masyarakat Indonesia yang cenderung untuk memiliki perilaku pembelian impulsif merupakan sebuah peluang yang dimanfaatkan oleh para pemilik toko online untuk meningkatkan penjualan. Berasal dari faktor-faktor seperti daya tarik, kepercayaan, keahlian, kegunaan produk, kenyamanan pembelian, dan harga produk yang dapat mempengaruhi perilaku, penelitian ini menganalisis pengaruh faktor-faktor tersebut dan motivasi yang mendasari terjadi pembelian impulsif produk fashion secara online melalui live di Instagram dan Tiktok. Model penelitian ini didasarkan pada kerangka SOR (stimulus-organism-response) untuk mengeksplorasi reaksi dan perilaku konsumen yang disebabkan oleh faktor stimulus tertentu. Model pengukuran dibuat berdasarkan 150 respon valid di sosial media Instagram dan Tiktok dari kuesioner online dengan bantuan Structural Equation Modeling (SEM) menggunakan SmartPLS. Hasil dari analisis menunjukkan tidak ada perbedaan signifikan diantara kedua sosial media ini. Hasil penelitian ini dapat memberikan rekomendasi yang bermanfaat bagi pelaku usaha online di social commerce dalam produk fashion pada live di Instagram dan Tiktok dengan memperhatikan kenikmatan (perceived enjoyment) dan kenyamanan (purchase convenience) yang dirasakan konsumen, serta kegunaan (purchase usefulness) produk fashion yang dijual pada live sebagai dorongan untuk melakukan pembelian secara impulsif. ......Online shop owners can boost sales by utilizing emerging trends in product marketingthrough live social commerce platforms like Instagram and Tiktok along with researchon Indonesian consumers' tendency for impulsive buying. This study examines the influence of these elements and the underlying motive for impulsive buying of fashionproducts online via live on Instagram and Tiktok. These factors include attractiveness, trustworthiness, expertise, product usefulness, purchase convenience, and product prices. This research model is based on the SOR (stimulus-organism-response) framework and is used to examine consumer reactions and behavior as a result of various stimulus factors. The measurement model was created based on 150 valid responses on Instagram and Tiktok from online questionnaires using PLS-SEM method. The results of the analysis show that there is no significant difference betweenthe two social media. This research could give usefull recommendation for online business in social commerce in developing marketing strategies for selling fashion products on live Instagram and Tiktok by paying attention to perceived enjoyment, purchase convenience and purchase usefulness as a stimulus to make impulse buying.