PENGARUH SOCIAL PRESENCE TERHADAP PURCHASE INTENTION MELALUI CUSTOMER TRUST PADA LIVE STREAMING SHOPPING TIKTOK @DDHIVAAAA

Nanda Devi Yulianti, - and Btari Mariska Purwaamijaya, - and Muhammad Rizki Nugraha, - (2025) PENGARUH SOCIAL PRESENCE TERHADAP PURCHASE INTENTION MELALUI CUSTOMER TRUST PADA LIVE STREAMING SHOPPING TIKTOK @DDHIVAAAA. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini mengkaji pengaruh social presence terhadap purchase intention melalui customer trust dalam konteks live streaming shopping di TikTok @ddhivaaaa. Metode yang digunakan adalah pendekatan kuantitatif dengan kuesioner, melibatkan 130 responden, serta dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa social presence berperan penting dalam membangun customer trust, dan customer trust secara signifikan meningkatkan purchase intention. Namun, social presence of viewers tidak berpengaruh signifikan terhadap trust in streamer, dan trust in streamer tidak memediasi hubungan antara keduanya. Sebagian besar pengaruh social presence terhadap purchase intention terbukti dimediasi oleh customer trust, baik pada produk maupun streamer. Temuan ini menegaskan pentingnya membangun kehadiran sosial yang kredibel dalam live streaming untuk meningkatkan kepercayaan dan mendorong niat beli. Pelaku live commerce disarankan menciptakan interaksi responsif, memperkuat citra streamer, serta menyampaikan informasi produk secara jujur dan persuasif. This study examines the influence of social presence on purchase intention through customer trust in the context of live streaming shopping on TikTok @ddhivaaaa. The research employed a quantitative approach using questionnaires, involving 130 respondents, and was analyzed using PLS-SEM. The results show that social presence plays an important role in building customer trust, and customer trust significantly enhances purchase intention. However, the social presence of viewers does not have a significant effect on trust in the streamer, and trust in the streamer does not significantly mediate the relationship between them. Most of the influence of social presence on purchase intention is mediated by customer trust, both in products and in the streamer. These findings highlight the importance of establishing a strong and credible social presence during live streaming sessions to foster trust and drive purchase intention. Live commerce practitioners are advised to create responsive interactions, strengthen the streamer’s personal image, and deliver product information honestly and persuasively.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=nOHPQkgAAAAJ ID SINTA Dosen Pembimbing: Btari Mariska Purwaamijaya: 6681170 Muhammad Rizki Nugraha: 6770726
Uncontrolled Keywords:	Kehadiran sosial, Kepercayaan customer, Niat pembelian, Siaran langsung Social Presence, Customer Trust, Purchase Intention, Live Streaming
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Nanda Devi Yulianti
Date Deposited:	02 Sep 2025 08:12
Last Modified:	02 Sep 2025 08:12
URI:	http://repository.upi.edu/id/eprint/136189

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