PENGARUH BRAND IMAGE, CUSTOMER LOYALTY, DAN HOST LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN PLATFORM SHOPEE LIVE
(1) Program Studi Magister Manajemen, Kwik Kian Gie School of Business, DKI Jakarta
(2) Program Studi Magister Manajemen, Kwik Kian Gie School of Business, DKI Jakarta
Corresponding Author
Abstract
Online shopping is increasingly important to modern consumers, with Live Streaming as a marketing innovation on e-commerce platforms such as Shopee. This feature allows sellers to demonstrate products live, increase interaction, and provide a unique shopping experience. This study uses a questionnaire to Shopee Live users and analyzes the data with the t test and f test through SPSS to evaluate the effect of Brand Image, Customer Loyalty, and Live Streaming Host on purchasing decisions. The results show that all three factors significantly influence purchasing decisions, with a positive Brand Image increasing consumer trust and Customer Loyalty encouraging emotional commitment. In addition, professional and interactive hosts also play an important role in building trust and a pleasant atmosphere for consumers. The findings provide insights for marketers in designing more effective marketing strategies in the digital age.
Keywords
References
DAFTAR PUSTAKA
Andrenita, V., & Indriani, F. (2022). Analisis Pengaruh Kepercayaan, Keterlibatan Konsumen, dan Kualitas Produk Serta Dampaknya Terhadap Keputusan Pembelian Melalui Shopee Live. Diponegoro Journal Of Management, 11.
Chen, N., & Yang, Y. (2023). The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601–1618. https://doi.org/10.3390/jtaer18030081
David A. Aaker. (1996). Building Strong Brands. Free Press.
de Chernatony, L., & Dall’Olmo Riley, F. (1998). Modelling the components of the brand. European Journal of Marketing, 32(11–12), 1074–1090. https://doi.org/10.1108/03090569810243721
Firmansyah, A. (2019). Pemasaran Produk dan Merek (Planning Strategy) (Q. Media, Ed.; I). CV Penerbit Qiara Media.
Indriyani, T., & Herlina, R. (2021). Makna Interaksi Live Streaming bagi Host UpLive. Jurnal Ilmu Politik Dan Komunikas, 10(1), 80–89.
Kevin Lane Keller. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education limited.
Khairunnisa Ginting, A., & Harahap, K. (2022). PENGARUH DIRECT MARKETING DAN PRODUCT QUALITY TERHADAP REPURCHASE INTENTION PADA LIVE STREAMING MARKETING SHOPEE LIVE (Studi Pada Pengguna Aplikasi Shopee di Kota Medan ). JOSR: Journal of Social Research Juli, I(8), 500–506. http://https://ijsr.internationaljournallabs.com/index.php/ijsrhttp://ijsr.internationaljournallabs.com/index.php/ijsr
Kotler, P., & Keller, K. K. (2016). Marketing Management (15th ed.). Pearson Education.
Liang, L., & Zuo, D. (2023). Research on the Influence of Anchor Characteristics on Consumer Response in Live Streaming. International Journal of Sociologies and Anthropologies Science Reviews (IJSASR), 3(2), 1–14. https://doi.org/10.14456/jsasr.2023.11
Love, E., Staton, M., & Rotman, J. D. (2016). Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty. Marketing Letters, 27(4), 661–674. https://doi.org/10.1007/s11002-015-9371-0
Ma, E., Liu, J., & Li, K. (2023). Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1109092
Nursiti, & Fameira, A. (2019). Pengaruh Country of Origin, Brand Ambassador, dan Kualitas Produk Terhadap Keputusan Pembelian Generasi Millenial Pada Produk Nature Republic Aloe Vera 92% Soothing Gel di Jakarta. Jurnal Industri Kreatif Dan Kewirausahaan, 2(2).
Oliver, R. L. (1999). Fundamental Issues and Directions for Marketing. In Source: Journal of Marketing (Vol. 63).
Puspita, I. R., Fadillah, A., & Taqyudin, Y. (2022). Tinjauan Atas Keputusan Pembelian Pada Marketplace Shopee. Jurnal Aplikasi Bisnis Kesatuan, 2(1), 67–74. https://doi.org/10.37641/jabkes.v2i1.1358
Rahmawaty, I., Sa’adah, L., & Musyafaah, L. (2023). PENGARUH LIVE STREAMING SELLING, REVIEW PRODUCT, DAN DISCOUNT TERHADAP MINAT BELI KONSUMEN PADA E-COMMERCE SHOPEE. Jurnal Riset Entrepreneurship, 6(2), 80. https://doi.org/10.30587/jre.v6i2.5956
Ranita, A. (2016). Pengaruh Kualitas Pelayanan, Harga, dan Citra Merek Terhadap Loyalitas Pelanggan (Studi pada Pelanggan Restoran Cepat Saji KFC di Kota Semarang). Jurnal Online Mahasiswa.
Ray, P., & Zou, L. (2022). Live Stream e-Commerce: Factors that Motivate the Evolving Consumer Patterns. African Journal of Economics, 1. https://doi.org/10.15804/ajepss.2022.1.08
Sukma Wijaya, B. (2013). Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, 5, 55–65. www.iiste.org
Sulaiman, A., & Surya, D. (2018). PENGARUH BRAND EXTENSION DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ENDURO MATIC-G MELALUI CITRA MEREK (Survey Pada Konsumen Pengguna Enduro Matic-G di Kota Serang). Jurnal Riset Bisnis Manajemen Tirtayasa, 2(1), 67–81. http://jurnal.untirta.ac.id/index.php/JRBM
Susilawati, E., Prastiwi, E. H., & Kartika, Y. (2022). Pengaruh Persepsi Harga, Diskon, Dan Customer Experience Terhadap Loyalitas Pelanggan Produk Fashion Shopee. Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 5(1). http://jurnal.stiekma.ac.id/index.php/JAMIN
Tjiptono, F. (2015). Strategi Pemasaran (4th ed.). Andi.
Widjanarko, W., & Saputra, F. (2023). Analisis Keputusan Pembelian dan Loyalitas Pelanggan terhadap Voucher Gratis Ongkos Kirim E-Commerce Shopee Indonesia. Jurnal Ilmu Manajemen Terapan, 4(5). https://doi.org/10.31933/jimt.v4i5
Yusta, O., & Machasin. (2021). Pengaruh Promosi, Service Quality, Brand Image, Dan Consumer Trustterhadap Purchase Decision Polis Asuransi Di Pt.Asuransi Jasa Indonesia (Persero) Cabang Pekanbaru. Jurnal Daya Saing, 251–259.
Zeithaml, V. A., & Bitner, M. J. (2012). Service marketing . McGraw Hill Inc.
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer’s perspective. Journal of Retailing and Consumer Services, 68. https://doi.org/10.1016/j.jretconser.2022.103015
Zhu, L., Li, H., Nie, K., & Gu, C. (2021). How Do Anchors’ Characteristics Influence Consumers’ Behavioural Intention in Livestream Shopping? A Moderated Chain-Mediation Explanatory Model. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.730636
Article Metrics
Abstract View
: 457 times
Download : 117 times
DOI: 10.56327/signaling.v14i1.1762
Refbacks
- There are currently no refbacks.
