Pengaruh Live Streaming Shopping Dan Influencer Pemasaran Terhadap Minat Beli Dengan Keterlibatan Konsumen Sebagai Variabel Mediasi

Muhammad Syahrul Asmarakandi, Fansuri Munawar

Abstract


Tgif Project telah menggunakan Live Streaming Shopping dan Influencer Marketing dalam strateginya, namun penerapannya masih belum optimal. Penelitian ini mengkaji pengaruh keduanya terhadap minat beli dengan keterlibatan konsumen sebagai variabel mediasi menggunakan analisis jalur pada calon konsumen Tgif Project. Hasil menunjukkan bahwa Live Streaming Shopping tidak berpengaruh langsung terhadap minat beli (β sama dengan 0,204 atau p sama dengan 0,130), tetapi berpengaruh signifikan terhadap keterlibatan konsumen (β sama dengan -0,369 atau p sama dengan 0,047), yang pada gilirannya mendorong minat beli (β sama dengan 0,347 atau p sama dengan 0,000). Dengan demikian, live streaming hanya dapat meningkatkan minat beli apabila berhasil membangun keterlibatan konsumen. Sementara itu, Influencer Marketing berpengaruh signifikan baik terhadap keterlibatan konsumen (β sama dengan 0,540 atau p sama dengan 0,000) maupun secara langsung terhadap minat beli (β sama dengan 0,372 atau p sama dengan 0,000), sehingga menunjukkan jalur pengaruh ganda. Faktor utama yang berperan meliputi komunikasi host, strategi omnichannel, serta daya tarik dan kesesuaian influencer. Penelitian ini menekankan pentingnya optimalisasi alat pemasaran digital untuk memperkuat strategi dan meningkatkan minat beli konsumen.

Full Text:

PDF

References


Ariefiansyah, F., & Jannah, M. (2024). Social media marketing: A systematic literature review. Sketsa Bisnis, 11(2), 319–335. https://doi.org/10.35891/jsb.v11i02.553

Ayuningtyas, Z. (2024). Efektivitas live stream shopping dalam membentuk purchase intention (Survei pada S-Commerce di Indonesia). Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien), 5(1), 484–494. https://doi.org/10.54209/jasmien.v5i01.753

Diandra, D., Putra, H. R., & Ardiansyah, D. (2024). Komunikasi pemasaran digital dalam membangun hubungan pelanggan jangka panjang. Jurnal Teknologi dan Bisnis Ritel (JTebr), 5(1), 22–30. https://jtebr.unisan.ac.id/index.php/jtebr/article/view/174

Farhan, M., Arijanto, S., & Puspitaningsih, R. (2023). Pengaruh live streaming shopping terhadap perceived risk dan dampaknya terhadap purchase intention di Indonesia. Journal of Social and Economic Research, 2(3), 101–113.

https://idm.or.id/JSER/index.php/JSER/article/view/355/344

Ghozali, I. (2017). Model persamaan struktural: Konsep dan aplikasi dengan program AMOS 24. Semarang: Badan Penerbit Universitas Diponegoro.

Grewal, D., & Levy, M. (2024). Marketing (8th ed.). McGraw-Hill Education.

Hardiana, C. D., & Kharisma, D. T. (2025). Pengaruh pemasaran konten dan customer engagement terhadap minat beli Menantea pada Instagram official Menantea di Jakarta. Jurnal Ekonomi dan Bisnis, 5(1), 86–106.

https://doi.org/10.56145/ekobis.v5i1.303

Hermalia, R. A., & Ahmadi, M. A. (2025). Pengaruh live streaming terhadap niat beli konsumen dimediasi oleh kepercayaan konsumen pada aplikasi TikTok: Literature review. Musytari: Jurnal Manajemen, Akuntansi, dan Ekonomi, 13(5), 51–60. https://doi.org/10.8734/musytari.v13i5.9680

Hollebeek, L. D., Clark, M. K., & Macky, K. (2022). Cognitive engagement and behavioral brand outcomes: The role of perceived usefulness and personal relevance. Journal of Business Research, 144, 152–162.

https://doi.org/10.1016/j.jbusres.2022.01.008

Hossain, M. A., Kalam, A. K. M., Nuruzzaman, M., & Kim, M. (2023). The power of live-streaming in consumers’ purchasing decision. SAGE Open, 13(3), 1–14. https://doi.org/10.1177/21582440231197903

Jobber, D., & Ellis-Chadwick, F. (2020). Principles and practice of marketing (9th ed.)-Hill Education.

Jonathan, S. (2017). Path analysis: Teori, aplikasi, prosedur analisis untuk riset skripsi, tesis dan disertasi (menggunakan SPSS). Yogyakarta: Andi. Journal of Business Research. (2024). Is livestream shopping conceptually new? A comparative literature review of livestream shopping and TV home shopping research, 174, 114504. https://doi.org/10.1016/j.jbusres.2024.114504

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity.

Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing management (16th ed.). Pearson

Education.

Kurniawan, Y. A., & Sastika, W. (2024). Analisis strategi influencer marketing pada Instagram Studio Dapur tahun 2024. Jurnal Lentera Bisnis, 13(3).

Malhotra, N. K. (2022). Marketing research: An applied orientation (8th ed.). Pearson.Prasetyo, A., & Sobari, I. (2024). Checkout or scroll down? Investigating TikTok influencer credibility effects on followers’ purchase intentions. Jurnal Manajemen Terapan dan Terintegrasi, 5(1).https://ejournal.unair.ac.id/JMTT/article/view/58532

Rahmawati, R., & Adriyanto, A. T. (2025). Peran customer engagement dalam meningkatkan minat beli pada social commerce. JMIK: Jurnal Manajemen dan Inovasi Kewirausahaan, 1(1), 12–28.

Rizqi, A. S. (2023). Analisis pengaruh electronic word of mouth, brand image, dan celebrity endors terhadap minat beli konsumen pada skincare Ms Glow Aesthetic Clinic Semarang. Jurnal Ilmu dan Riset Manajemen, 9(1)

Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2020). Marketing: Real people, real choices (10th ed.). Pearson.

Spais, G., Haq, J. U., & Jain, V. (2025). Social media platforms’ digitalization or digital dominance? The bright, dark sides and avenues of digital promotion strategies from different social media marketing ecosystems. Journal of Promotion Management, 31(3), 367–368.https://doi.org/10.1080/10496491.2025.2466838

Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.Procedia Computer Science. (2024). Live streaming commerce is considered as shoppertaiment: A systematic literature review. Procedia Computer Science, 234, 1020–1028. https://doi.org/10.1016/j.procs.2024.04.102

Astria, V., & Wahdiniwaty, R. (2021). Pengaruh live streaming terhadap minat beli konsumen di marketplace Shopee. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(3), 1238–1252. https://doi.org/10.31955/mea.vol5.iss3.pp1238-1252

Athaya, H. N., & Irwansyah, I. (2021). Memahami influencer marketing: Kajian literatur dalam variabel penting bagi influencer. Jurnal Komunikasi, 13(2), 152–166. https://doi.org/10.25008/jkiski.v13i2.556

Evania, S., et al. (2023). The effect of influencer marketing and content marketing on customer engagement mediated by brand trust. Asian Journal of Economics, Business and Accounting, 23(10), 102–116.

https://doi.org/10.9734/ajeba/2023/v23i10711

Evanita, S., Fahmi, M. Z., & Syawalki, A. (2024). The role of live streaming shopping in shaping consumer purchase decisions. Journal of Business and Digital Marketing, 8(1), 45–57.

Fatmawati, T. R. N., Adriyanto, A. T., & Octavia, A. N. (2024). Pengaruh value co-creation dan customer engagement terhadap customer loyalty pelanggan Kopi Kenangan dengan customer satisfaction sebagai variabel mediasi. JEMAP: Jurnal Ekonomi, Manajemen, Akuntansi, dan Perpajakan, 7(2), 260–272. https://doi.org/10.5281/zenodo.13993867

Huang, Y., & Mohamad, S. H. (2025). Examining the impact of parasocial interaction and social presence on impulsive purchase in live streaming commerce context. Frontiers in Communication, 10, 1554681. https://doi.org/10.3389/fcomm.2025.1554681

Luthfy, R., Sabrina, A., & Mulia, M. (2025). Pengaruh influencer marketing dan content marketing dalam meningkatkan minat beli masyarakat: Studi pada Sambal Cobek Pak Awan Binjai. Jurnal Bisnis Mahasiswa, 6(1), 45–58. https://jurnalbisnismahasiswa.com/index.php/jurnal/article/view/606

Monica, M. B. R., & Huda, A. M. (2025). Pengaruh live streaming shopping TikTok terhadap minat pembelian pada konsumen akun produk atap UPVC @DR.SHIELD. The Commercium, 8(1), 26–38.https://ejournal.unesa.ac.id/index.php/Commercium/article/view/66624

Nurcahyania, V. D., & Sigit, M. (2022). Pengaruh pemasaran media sosial dan keterlibatan konsumen terhadap niat beli konsumen pada produk skincare MS Glow Beauty. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(6), 201–212. https://journal.uii.ac.id/selma/article/view/27358

Purnama, A., & Sriminarti, N. (2025). Pengaruh keterlibatan konsumen dalam memediasi kepercayaan dan diskon terhadap keputusan pembelian skincare The Originote di TikTok Live. Jurnal Review Pendidikan dan Pengajaran, 8(1). Retrieved September 23, 2025, from https://journal.universitaspahlawan.ac.id/index.php/jrpp/article/download/43462/27060/143796

Putri, R. A., & Rosmita, R. (2024). Pengaruh influencer marketing terhadap minat beli konsumen pada toko Sneakerspku9. Jurnal Ilmiah Akuntansi, Bisnis, dan Ekonomi (JIABIS), 9(1), 45–134. https://journal.uir.ac.id/index.php/jiabis/article/view/17262

Putri, Y., & Purwihartuti, D. (2023). Pengaruh influencer marketing terhadap minat beli konsumen pada produk Scarlett Whitening. Jurnal Ilmiah Sosial Ekonomi dan Bisnis, 15(2), 45–142. https://idm.or.id/JSER/index.php/JSER/article/view/355

Rizal, M., Ferlyani, A. D., Apriliza, D., & Mulyeni, S. (2025). Pengaruh teknologi live streaming dalam membangun engagement konsumen di platform e-commerce. Kohesi: Jurnal Sains dan Teknologi, 8(7). https://doi.org/10.2238/ce78tw09

Sekar, A. (2024). Pengaruh influencer marketing terhadap minat beli konsumen hijab Kimka melalui Instagram. Jurnal Maeswara: Manajemen Ekonomi dan Akuntansi, 4(1), 22–31.

https://journal.arimbi.or.id/index.php/Maeswara/article/view/395

Shafa, T. P., Kurniadi, E., & Yuniati, U. (2023). Impact of customer engagement on purchase intention: A promotional online survey on Instagram account of @bandengisimrb. Binus Business Review, 14(3), 203–214.

https://journal.binus.ac.id/index.php/BBR/article/view/9290

Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886.

https://doi.org/10.1016/j.elerap.2019.100886

Xu, X., Wu, J., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144–167.

Nuraisah, S., Nadlifatin, R., & Subriadi, A. P. (2024). Live streaming commerce is considered as shoppertaiment: A systematic literature review. Procedia Computer Science, 234, 1020–1028. https://doi.org/10.1016/j.procs.2024.04.102

Juliana, H. (2023). Pengaruh siaran langsung dan manfaat yang dirasakan terhadap niat beli melalui kepercayaan konsumen pada aplikasi TikTok Shop. Sinomika Journal, 1(6), 1517–1532. https://doi.org/10.54443/sinomika.v1i6.754

Kumalasari, R. A., Silvianita, A., Zaliika, J. R., & Prabowo, F. H. (2024). Live-streaming shopping: The role of interaction, discounts, and trust in increasing online purchase intention. Proceedings of the International Conference on Information Management and Technology (ICIMTech), 1–6. IEEE.

https://doi.org/10.1109/ICIMTech59016.2023.10398644

Monica, M. B. R., & Huda, A. M. (2025). Pengaruh live streaming shopping TikTok terhadap minat pembelian pada konsumen akun produk atap UPVC @DR.SHIELD. The Commercium, 8(1), 26– 38. Universitas Negeri Surabaya. https://ejournal.unesa.ac.id/index.php/Commercium/article/view/66624

Seruni, N. N. A., Suryaniadi, S. M., & Dewi, N. I. K. (2024). Influencer marketing terhadap minat beli produk kecantikan brand Azarine pada generasi Z, Badung. Jurnal Manajemen, Ekonomi, & Akuntansi, 9(3), 55–242. https://www.journal.stiemb.ac.id/index.php/mea/article/view/4534

Angkasa, N., Marpaung, F. K., & Mulia, M. (2024). Pengaruh influencer marketing dan content terhadap minat beli konsumen Skintific. COSTING: Journal of Economic, Business and Accounting, 8(1), 112–123. https://journal.ipm2kpe.or.id/index.php/COSTING/article/view/10412

Barari, M. M., Eisend, M., & Pratap Jain, S. (2025). A meta-analysis of the effectiveness of

social media influencers: Mechanisms and moderation. Journal of the Academy of Marketing Science. Advance online publication.https://doi.org/10.1007/s11747-025-01107-3

Putri, T. M. (2024). Analisis influencer marketing dan minat beli pada Scarlett Whitening.

Jurnal Sosial Ekonomi dan Riset (JSER).

https://idm.or.id/JSER/index.php/JSER/article/view/

Alfian, M. (2023). Customer engagement sebagai strategi dalam membangun nilai pelanggan dan hubungan jangka panjang. Jurnal Manajemen & Bisnis, 10(2), 45–56.

Alviana, R. N., & Kussudyarsana, K. (2025). Pengaruh social media engagement, persepsi kualitas produk, dan persepsi kemudahan aplikasi terhadap minat beli produk fashion TikTok Shop. COSTING: Journal of Economic, Business and Accounting, 8(1).

https://doi.org/10.31539/costing.v8i1.14001

Barari, M. M., Chen, T., & Gaur, S. (2025). A meta‐analysis of the effectiveness of social media influencers on purchase intention. Journal of Interactive Marketing, 61, 45–60.

https://doi.org/10.1007/s11747-024-01052-7

Fauziyah, N., Hartati, R., & Ramadhani, L. (2023). Customer engagement dan implikasinya terhadap keputusan pembelian. Jurnal Administrasi Bisnis, 12(3), 201–215.

Pan, M. (2025). Influencer marketing effectiveness: A meta‐analytic review. Journal of Business Research, 167, 112–125.https://doi.org/10.1016/j.jbusres.2025.01.009

Puji, S. (2022). Customer engagement sebagai strategi meningkatkan keunggulan bersaing melalui teknologi digital. Jurnal Ilmu Manajemen, 9(1), 55–68.

Shafa, R., Nugraha, F., & Lestari, A. (2023). Customer engagement dan pengaruhnya terhadap minat beli melalui promosi media sosial. Jurnal Pemasaran Digital, 5(1), 25–37.

Shofiya, A., & Fachira, I. (2021). Hubungan keterlibatan konsumen dengan niat beli produk ritel online. Jurnal Komunikasi dan Pemasaran, 6(3), 145–158.

Wahyudi, M. A., Rahmadhani, M. V., Mu’is, A., & Evelyna, F. (2025). The impact of short-

form video marketing, influencer relatability, and trust signals on Gen Z’s purchase intention. International Journal of Business, Law, and Education, 6(1), 855–864.

https://doi.org/10.56442/ijble.v6i1.1108

Kaihatu, T. S. (2023). Purchase intention of fashion product as an impact of digital marketing, mediated by customer engagement in the Generation Z of Surabaya. Jurnal Manajemen Bisnis, 15(2), 77–88.

https://doi.org/10.9744/pemasaran.14.2.61-66

Aulianur, F. F., & Purwanegara, M. S. (2024). The analysis of factors driving consumer engagement and purchase intention in e-commerce live streaming. Mandalika Journal of Business and Management Studies, 3(1), 281–294. https://doi.org/10.59613/mjbms.v3i1.141

Yudha, J. K., Komaladewi, R., & Yudha, R. T. B. (2022). Effect of live streaming e-commerce in building customer trust and customer engagement (study on Tokopedia consumers). Journal of Business Studies and Management Review, 6(1), 101–108.

https://doi.org/10.22437/jbsmr.v6i1.20102

Nazib, M. A. A., Welsa, H., & Ningrum, N. K. (2024). The influence of content marketing, experiential marketing, and influencer marketing on customer loyalty mediated by customer engagement (study on Ms. Glow Products). Dinasti International Journal of Economics, Finance & Accounting, 5(4), 3430–3441.

https://doi.org/10.38035/dijefa.v5i4.3308

Jayasingh, S., Sivakumar, A., & Vanathaiyan, A. A. (2025). Artificial intelligence influencers’ credibility effect on consumer engagement and purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 20(1), 17.

https://doi.org/10.3390/jtaer20010017

Migkos, S. P., Giannakopoulos, N. T., & Sakas, D. P. (2025). Impact of influencer marketing on consumer behavior and online shopping preferences. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 111.

https://doi.org/10.3390/jtaer20020111

Sudirjo, F., Darmiono, D., & Muhtadi, M. A. (2024). The influence of personal branding, influencer endorsement, and customer engagement on brand affinity in the cosmetics industry in Indonesia. West Science Interdisciplinary Studies, 2(4), 831–840.

https://doi.org/10.58812/wsis.v2i04.825

Basalamah, R. A. M., Umayah, A., & Wismiarsi, T. (2025). Effect of social media engagement and beauty influencers on purchase intentions of Indonesian beauty products. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 11(1), 619–629.

https://doi.org/10.35870/jemsi.v11i1.3756

Sutiono, H. T., Hayumurti, A. K., Tugiyo, & Harjanti, S. (2024). Parasocial interaction as a mediator: Unraveling the influence of social media influencers on purchase intentions of online shopping application users in Indonesia. Asia Pacific Journal of Management and Education, 7(1), 125–140.https://doi.org/10.32535/apjme.v7i1.2937

Handranata, Y. W., & Kalila, S. (2025). Attitude toward fashion influencers and its impact on purchase behavior: The roles of brand attitude and purchase intention. Frontiers in Communication, 10, Article 1583602.

https://doi.org/10.3389/fcomm.2025.1583602

Oktaviani, R., Murwani, F. D., & Hermawan, A. (2024). The effect of live streaming quality on purchase intention through immersive experience, consumer trust, and perceived value (Study of This is April consumers on TikTok). International Journal of Business, Law, and Education, 5(1), 765–789. https://doi.org/10.56442/ijble.v5i1.490

Zhou, R., Baskaran, A. (2025). Influencing mechanisms of live streaming influencer

characteristics on purchase intention:

The mediating role of emotional trust.

PLoS ONE, 20(4), e0322294.

https://doi.org/10.1371/journal.pone.03

PLOS+2PubMed+2

Wen, J., et al. (2025). Emotional resonance and buying behavior in live streaming: A study on KOL influence and the mediation of purchase intentions. MDPI E-Commerce Journal,20(2). https://doi.org/10.3390/0718-1876/20/2/108




DOI: https://doi.org/10.52643/jam.v16i1.7249

Refbacks

  • There are currently no refbacks.


Flag Counter

  

StatCounter

View My Stats

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.