Pengaruh Influencer Marketing dan Live Streaming terhadap Perilaku Pembelian Skintific di Tiktok Shop dengan Niat Pembelian sebagai Variabel Mediasi

Published: Jan 2, 2025

Abstract:

Purpose: This research aims to analyze the influence of influencer marketing and live streaming on purchase intentions and purchasing behavior for skintific products on the TikTok Shop platform.

Research methodology: A quantitative approach was used by collecting data through a survey of 200 respondents who have interacted with Skintific products via TikTok Shop. Partial Least Squares (PLS) analysis was employed to examine the relationships between variables.

Results: The results indicate that influencer marketing has a positive and significant impact on purchase intention, with factors such as expertise, attractiveness, and credibility of influencers playing a key role. Additionally, the live streaming feature shows a significant influence on purchase intention, creating an interactive shopping experience that enhances consumer trust. Purchase intention is proven to mediate the relationship between influencer marketing and purchasing behavior, as well as between live streaming and purchasing behavior.

Limitations: Limited to TikTok Shop consumers and focused on Skintific products, so the results may be less generalizable to other e-commerce platforms or products.

Contribution: field of digital marketing, academic

Keywords:
1. Influencer marketing
2. live streaming
3. tiktokshop
Authors:
1 . Mei Dian Irrawati
2 . Muzakar Isa
How to Cite
Irrawati, M. D. ., & Isa, M. . (2025). Pengaruh Influencer Marketing dan Live Streaming terhadap Perilaku Pembelian Skintific di Tiktok Shop dengan Niat Pembelian sebagai Variabel Mediasi . Studi Akuntansi, Keuangan, Dan Manajemen, 4(2), 275–288. https://doi.org/10.35912/sakman.v4i2.3770

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References

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    Amalia, A. C., & Sagita, G. (2019). Analisa Pengaruh Influencer Social Media Terhadap Keputusan Pembelian Konsumen Generasi Z di Kota Surabaya. JURNAL SOSIAL?: Jurnal Penelitian Ilmu-Ilmu Sosial, 20(2), 51–59. https://doi.org/10.33319/sos.v20i2.42

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    Anggetha, D. A., & Albari, A. (2024). Pengaruh Kualitas Layanan dan Citra Merek terhadap Kepuasan Pelanggan dan Niat Pembelian Sewa Kost di Singgahsini Mamikos ( The Effect of Service Quality and Brand Image on Customer Satisfaction and Rental Purchase Intention of Boarding Houses at Singgahsini Mamikos ). 5(4), 543–551.

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    Ashidqi, M. F., Studi, P., Ekonomi, H., Islam, F. A., & Surakarta, U. M. (2022). Konsumen Membeli Barang Via Online ( Studi Kasus Mahasiswa HES UMS ).

    Bisnis, F., Muhammadiyah, U., Ardianto, H., & Isa, M. (2024). Analisis Pengaruh E-Wom , Brand Image Dan Trust Terhadap Purchase Intention Eco-Friendly Transport Di Surakarta. 5(4), 2927–2945.

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  1. Adriana S. Lahus, Ardy F. Lamatokan, Herybertus S. Meot, Simon Sia Niha, & Watu, E. G. C. (2023). Pengaruh Brand Image Dan Social Media Marketing Terhadap Keputusan Pembelian Pada Tiktok Shop. ORGANIZE: Journal of Economics, Management and Finance, 2(2), 107–118. https://doi.org/10.58355/organize.v2i2.21
  2. Agustin, D. R., Kumadji, S., & Yulianto, E. (2020). Keputusan Pembelian (Survei Pada Konsumen Non-Member Tupperware Di Kota Malang). Jurnal Administrasi Bisnis (JAB)|Vol, 22(2), 1–10. https://media.neliti.com/media/publications/85919-ID-pengaruh-green-marketing-terhadap-minat.pdf
  3. Ahmadi, F. (2022). Factors Influencing Product Purchase. 571–586. https://doi.org/10.55573/IJAFB.074342
  4. Amalia, A. C., & Sagita, G. (2019). Analisa Pengaruh Influencer Social Media Terhadap Keputusan Pembelian Konsumen Generasi Z di Kota Surabaya. JURNAL SOSIAL?: Jurnal Penelitian Ilmu-Ilmu Sosial, 20(2), 51–59. https://doi.org/10.33319/sos.v20i2.42
  5. Angelica, C., Anjani A., F., Tercia, C. Y., & Murniadi, K. (2020). Studi Hubungan Kredibilitas Influencer, Parasosial, Nilai Merek, dan Niat Pembelian Produk Kosmetik. Kajian Branding Indonesia, 2(2), 300–336. https://doi.org/10.21632/kbi.2.2.300-336
  6. Anggetha, D. A., & Albari, A. (2024). Pengaruh Kualitas Layanan dan Citra Merek terhadap Kepuasan Pelanggan dan Niat Pembelian Sewa Kost di Singgahsini Mamikos ( The Effect of Service Quality and Brand Image on Customer Satisfaction and Rental Purchase Intention of Boarding Houses at Singgahsini Mamikos ). 5(4), 543–551.
  7. Ardiyanti, V. D. (2023). The Effect of TikTok Live Streaming Shopping on Impulse Buying Behavior in The 2023 Global Crisis. 2(1), 1–6.
  8. Ashidqi, M. F., Studi, P., Ekonomi, H., Islam, F. A., & Surakarta, U. M. (2022). Konsumen Membeli Barang Via Online ( Studi Kasus Mahasiswa HES UMS ).
  9. Bisnis, F., Muhammadiyah, U., Ardianto, H., & Isa, M. (2024). Analisis Pengaruh E-Wom , Brand Image Dan Trust Terhadap Purchase Intention Eco-Friendly Transport Di Surakarta. 5(4), 2927–2945.
  10. Damanik, E. O. P., Zikra Kemala, & Sipayung, T. (2023). Pengaruh Harga Dan Kualitas Produk Pada Live Streaming Aplikasi TIKTOK Terhadap Minat Beli Mahasiswa Ekonomi Universitas Simalungun. Manajemen?: Jurnal Ekonomi, 5(2), 90–104. https://doi.org/10.36985/manajemen.v5i2.814
  11. Dinanti, W. D., & Bharata, W. (2023). Exploration of Consumer Buying Interests at Tiktok Stores Live Streaming Based on the Stimulus Organism Response (SOR) Framework. Jurnal Sisfokom (Sistem Informasi Dan Komputer), 12(2), 254–264. https://doi.org/10.32736/sisfokom.v12i2.1658
  12. Dirgiatmo, Y. (2023). Testing The Discriminant Validity and Heterotrait–Monotrait Ratio of Correlation (HTMT): A Case in Indonesian SMEs. Emerald. https://doi.org/10.1108/S1571-03862023000033A011
  13. Dong, Y., & Tarofder, A. K. (2023). Exploring the Marketing Strategies of Live Web-based Shopping based on Tik Tok Live Streaming Platform. Academic Journal of Management and Social Sciences, 3(3), 149–152. https://doi.org/10.54097/ajmss.v3i3.11107
  14. Doshi, R. (n.d.). Modeling Influencer Marketing Campaigns in Social Networks. 1–14.
  15. Fathurrahman, M. M., Triwardhani, D., & Argo, J. G. (2021). Pengaruh Influencer Marketing Dan Viral Marketing Terhadap Keputusan Pembelian Bittersweet By Najla. Prosiding SENAPENMAS, 346(2), 1209. https://doi.org/10.24912/psenapenmas.v0i0.15157
  16. Fuady, I., Prasanti, D., & Indriani, S. S. (2020). Penerapan Teori Plan Behavior: Faktor yang Mempengaruhi Niat Perilaku Hidup Bersih dan Sehat. Jurnal Berkala Kesehatan, 6(1), 24. https://doi.org/10.20527/jbk.v6i1.8638
  17. Gu, F. F. (2022). This is the Pre-Published Version . Influencer Marketing Effectiveness Influencer Marketing Effectiveness. 86, 93–115. https://doi.org/10.1177/00222429221102889.Influencer
  18. Hanifah, N., & Yusrin, N. A. (2024). Analisis Pengaruh Strategi Promosi , Loyalitas dan Kepuasan Hidup Penggemar terhadap Niat Pembelian Kembali Album NCT Dream ( Analysis of the Influence of Fans ’ Promotional Strategy , Loyalty and Life Satisfaction on NCT Dream Album Repurchase Intentions. 4(1), 33–43.
  19. Haristiyanti, R., Jatmiko, R. D., & Fiandari, Y. R. (2023). Purchase Intention as Mediation: SOR Model of Hedonic Lifestyle and Word of Mouth on Purchase Behavior. Business Innovation Management and Entrepreneurship Journal (BIMANTARA), 2(02), 135–148. https://doi.org/10.22219/bimantara.v2i02.29779
  20. Hasim, N. N., Abid Azhar, K., Ab Hamid, S. N., & Che Wel, C. A. (2023). Live Streaming Shopping: Effects on Purchase Intentions among Malaysian Consumers. International Journal of Academic Research in Business and Social Sciences, 13(5), 2946–2956. https://doi.org/10.6007/ijarbss/v13-i5/17118
  21. Hoffman, D. W. (n.d.). No ????????????????????? ?????????????????Title.
  22. Iii, B. A. B., & Penelitian, M. (n.d.). No Title. 21–33.
  23. Ilmiah, J., & Pendidikan, W. (2023). 2 1,2,. 9(November), 13–26.
  24. Jentayu, & Monang, S. (2023). Analisis Komunikasi Influencer Marketing Dalam Penggunaan Fitur Live Pada Aplikasi Tiktok. Jurnal Indonesia?: Manajemen Informatika Dan Komunikasi, 4(3), 1163–1170. https://doi.org/10.35870/jimik.v4i3.343
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  26. Lee, C., & Chen, C. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. 1–17.
  27. Ling, Q., & Masrom, M. B. (2023). Role of Live E-Commerce on Consumer Purchase Intentions. International Journal of Professional Business Review, 8(6), e02435. https://doi.org/10.26668/businessreview/2023.v8i6.2435
  28. Ling, S., Zheng, C., Cho, D., Kim, Y., & Dong, Q. (2024). The Impact of Interpersonal Interaction on Purchase Intention in Livestreaming E-Commerce: A Moderated Mediation Model. Behavioral Sciences, 14(4). https://doi.org/10.3390/bs14040320
  29. Lukito, L. P., & Yustini, R. (2019). The Mediation Effect of Customer Perceived Value and AttitudeToward Advertisement on Social Media Influencer’s Credibility on Purchase Intention. Journal of Management and Business Environment (JMBE), 1(1), 35–54. https://doi.org/10.24167/jmbe.v1i1.2049
  30. Mranani, N. A., & Lastianti, S. D. (2022). Hubungan Kelompok Acuan , Perceived Value , Perceived Quality Dan Media Sosial Terhadap Niat Pembelian Serta Dampaknya Pada Keputusan Pembelian Sepeda Pushbike ( Studi Pada Komunitas Pushbike Surabaya ). 20(2).
  31. Mutiara, P., & Putri, K. Y. S. (2024). The Study of Uses and Gratification Theory of TikTok as A Shopping Platform Seen from Buyers’ View. Journal of Digital Marketing and …, 4(1), 7–18. https://tecnoscientifica.com/journal/jdmc/article/view/429%0Ahttps://tecnoscientifica.com/journal/jdmc/article/download/429/216
  32. Nasution, A. N. A. R. (2021). Pengaruh Brand Ambassador, Perilaku Konsumtif, Dan Fanatisme Terhadap Keputusan Pembelian Produk Nature Republic Dalam Perspektif Ekonomi Islam (Studi Kasus Pada Konsumen Penggemar Boygroup Korea Nct 127 Di Indonesia). Https://Eprints.Walisongo.Ac.Id/Id/Eprint/13706/Eprint/13706/, 4(1), 1–23.
  33. Nazwa, A., Astuti, D., & Noviyanti, D. (2022). Faktor-Faktor Yang Mempengaruhi Perilaku Pembelian?: Minat Konsumen , Harga Dan Kualitas Produk ( Literature Review MSDM ). 3(5), 540–551.
  34. Niat, M., & Mediasi, S. (2019). Buletin Studi Ekonomi. Vol. 24 No. 2, Agustus 2019. 24(2), 279–287.
  35. Nisa, R. R. (2019). Pengaruh Sosial Media Influencerdan Trustworthinessterhadap Keputusan Pembeliankosmetikmake Over (Di Royal Plaza). Jurnal Pendidikan Tata Niaga (JPTN), 07(02), 1–4. https://ejournal.unesa.ac.id/index.php/jptn/article/view/30171/27649
  36. Oktaria, R. (2023). di sosial media masing-masing. Peran.
  37. Pamikatsih, M., & Latif, E. A. (2020). Jurnal Sketsa Bisnis. Jurnal Sketsa Bisnis, 5(1), 49–59. https://www.academia.edu/download/70645688/1738.pdf
  38. Paujiah, S., Ahmad, A., & Wulan, M. N. (2022). Pengaruh Foto Produk dan Customer Rating terhadap Keputusan Pembelian melalui Aplikasi GoFood (The Effect of Product Photos and Customer Ratings on Purchase Decisions through GoFood Application). Reviu Akuntansi, Manajemen, Dan Bisnis (Rambis), 2(2), 79–87. http://penerbitgoodwood.com/index.php/rambis/article/view/1501
  39. Prasetyorini, E., & Suprajang, S. E. (2023). Tiktok Shop: Consumer Culture Transformation in the Era of Social Media. DIVERSITY Logic Journal Multidisciplinary, 1(2), 56–62. https://doi.org/10.61543/div.v1i2.31
  40. Puspitaningrum, I. A., & Kadi, D. C. A. (2023). Pengaruh Fitur Live Streaming, Content Marketing, Dan Platform Media Sosial Tiktok Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Ms Glow Kota Madiun). SIMBA?: Seminar Inovasi Manajemen, Bisnis, Dan Akuntansi, September.
  41. Putri, N. H., Sari, N. S., & Rahmah, N. (2022). Faktor-Faktor Yang Mempengaruhi Proses Riset Konsumen?: Target Pasar , Perilaku Pembelian Dan Permintaan Pasar ( Literature Review Perilaku Konsumen ). 3(5), 504–514.
  42. Qin, Z., Chen, Y., Yan, Y., & Huang, Y. (2024). Influencer Marketing Platforms’ Effect on Light Meal Purchase Intention and Behavior. Sustainability (Switzerland) , 16(11), 1–20. https://doi.org/10.3390/su16114369
  43. Rifani, R. A., Aryanti, S., & Syamsuriani, S. (2023). Pengaruh Pengaruh Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Konsumen (Studi Pada Livestream Tiktok Shop). Amsir Management Journal, 3(2), 100–114. https://doi.org/10.56341/amj.v3i2.204
  44. Sekaran, U., & Bougie, R. (2017). metode penelitian untuk bisnis.
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