PENGARUH STREAMER CREDIBILITY PADA LIVE STREAMING SHOPPING TERHADAP E-REPURCHASE INTENTION MELALUI E-ENGAGEMENT: Survei pada Pengguna Aplikasi Lazada di Indonesia

Rischa Anindita Catury, - (2024) PENGARUH STREAMER CREDIBILITY PADA LIVE STREAMING SHOPPING TERHADAP E-REPURCHASE INTENTION MELALUI E-ENGAGEMENT: Survei pada Pengguna Aplikasi Lazada di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh streamer credibility terhadap e-repurchase intention melalui e-engagement pada pelanggan aplikasi Lazada yang pernah berbelanja melalui fitur Lazlive. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Teknik sampling yang digunakan pada penelitian ini adalah simple random sampling dengan ukuran sampel sebanyak 127 responden. Data diolah secara statistik menggunakan metode Analisis Jalur (Path Analysis). Hasil temuan penelitian ini menemukan bahwa gambaran streamer credibility berada pada kategori tinggi, sedangkan e-engagement dan e-repurchase intention berada pada kategori cukup tinggi. Variabel streamer credibility dinyatakan memiliki pengaruh secara langsung terhadap e-repurchase intention, namun dapat berpengaruh secara tidak langsung melalui e-engagement sebagai variabel intervening. Implikasi penelitian meununjukan bahwa peningkatan streamer credibility dapat mendorong efektivitas e-engagement dan meningkatkan e-repurchase intention pada konsumen Lazada melalui fitur Lazlive.

This research aims to obtain a description and influence of streamer credibility on e-repurchase intention through e-engagement on Lazada application customers who have shopped through the Lazlive feature. This study uses descriptive and verification research types with a quantitative approach. The sampling technique used in this study is simple random sampling with a sample size of 127 respondents. Data is processed statistically using the Path Analysis method. The findings of this study found that the description of streamer credibility is in the high category, while e-engagement and e-repurchase intention are in the fairly high category. The streamer credibility variable is stated to have a direct influence on e-repurchase intention, but can have an indirect influence through e-engagement as an intervening variable. The implications of the study indicate that increasing streamer credibility can encourage the effectiveness of e-engagement and increase e-repurchase intention in Lazada consumers through the Lazlive feature.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en&authuser=1 ID SINTA Dosen Pembimbing: LILI ADI WIBOWO: 5984836 RD DIAN HERDIANA UTAMA: 5993184
Uncontrolled Keywords:	kredibilitas streamer, keterlibatan penonton, niat beli ulang streamer credibility, e-engagement, e-repurchase intention
Subjects:	H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Rischa Anindita Catury
Date Deposited:	07 Jan 2025 02:45
Last Modified:	07 Jan 2025 02:45
URI:	http://repository.upi.edu/id/eprint/129497

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