Pengaruh Kepercayaan dan Keahlian Streamer terhadap Minat Pembelian Konsumen Pengguna TikTok di Kota Samarinda
DOI:
https://doi.org/10.55606/jimak.v4i3.4789Keywords:
Trust, Streamer Expertise, Consumer Purchase Intention, TikTok, SamarindaAbstract
This study aims to analyze the influence of trust and streamer expertise on consumer purchase intention among TikTok users in Samarinda City. A quantitative approach was employed using a survey method involving 102 respondents who were active TikTok live users. Data collection was carried out through questionnaires using a 1–6 Likert scale. The data were analyzed with the aid of SPSS version 26.0, through a series of statistical tests including validity and reliability tests, classical assumption tests (normality, multicollinearity, and heteroscedasticity) to ensure regression assumptions were met, and hypothesis testing (multiple linear regression, partial, simultaneous, and coefficient of determination tests). The results showed that both trust and streamer expertise have a positive and significant effect on consumer purchase intention, both partially and simultaneously. These findings indicate that the higher the level of trust and expertise possessed by the streamer, the greater the consumer’s tendency to make a purchase. The implications of this research may serve as a strategic reference for business practitioners in utilizing the TikTok live feature as an effective digital marketing medium tailored to the characteristics of local consumers.
References
Ali, A. A., Abbass, A., & Farid, N. (2020). Factors influencing customers’ purchase intention in social commerce. International Review of Management and Marketing, 10, 63–73. https://doi.org/10.32479/irmm.10097
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, 1601–1618. https://doi.org/10.3390/jtaer18030081
Dai, Q., & Cui, X. (2022). The influence and moderating effect of trust in streamers in a live streaming shopping environment. Journal of University of Science and Technology of China, 52. https://doi.org/10.52396/JUSTC-2021-0219
Fan, M., & Hemans, M. (2022). TikTok: How a Chinese video clip app became a popular and successful global brand. In M. Fan, L. Wang, & D. Ostic (Eds.), Management for professionals (pp. 33–45). Springer Nature Singapore. https://doi.org/10.1007/978-981-16-8074-8_4
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Universitas Diponegoro.
Hair, J., Anderson, R., Babin, B., & Black, W. (2010). Multivariate data analysis (7th ed.). Pearson.
Kudeshia, C., & Mittal, A. (2015). Social media: An eccentric business communication tool for the 21st century marketers. International Journal of Online Marketing, 5(2), 37–57. https://doi.org/10.4018/IJOM.2015040103
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information, 12(6), 1–17. https://doi.org/10.3390/info12060241
Liu, X., Zhang, L., & Chen, Q. (2022). The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust. Frontiers in Psychology, 13, 995129. https://doi.org/10.3389/fpsyg.2022.995129
Liu, Z. (2023). An exploration of motivations for users purchase intention in live-streaming e-commerce from a perspective of social impact theory. Lecture Notes in Education Psychology and Public Media, 4, 26–36. https://doi.org/10.54254/2753-7048/4/20220123
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275
Raisya Aliya Fatika. (2024). 10 negara dengan pengguna TikTok terbesar, Indonesia urutan berapa? GoodStats. https://data.goodstats.id/statistic/10-negara-dengan-pengguna-TikTok-terbesar-indonesia-urutan-berapa-xFOgI
Ramadania, S., Zulfab, N., Tazqirurraqidc, E., & Derajatd, S. (2025). Dampak promosi penjualan melalui sesi live TikTok terhadap minat beli konsumen. Jurnal Krakatau, 3(1), 213–221.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior. Pearson Prentice Hall.
Solikah, M., & Kusumaningtyas, D. (2022). TikTok Shop: Quality system and marketing mix on consumer satisfaction of online shopping. In 2nd International Conference on Business and Social Science (pp. 877–887).
Sugiyono. (2013). Metode penelitian kuantitatif, kualitatif dan R&D. Alfabeta.
Verdian, E. (2019). Analisis faktor yang merupakan intensi perpindahan merek transportasi online di Surabaya. Agora, 7.
Wang, X., Aisihaer, N., & Aihemaiti, A. (2022). Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions. Frontiers in Psychology, 13, 1021256. https://doi.org/10.3389/fpsyg.2022.1021256
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Zheng, S., Chen, J., Liao, J., & Hu, H. L. (2023). What motivates users’ viewing and purchasing behavior motivations in live streaming: A stream-streamer-viewer perspective. Journal of Retailing and Consumer Services, 72, 103240. https://doi.org/10.1016/j.jretconser.2022.103240
Zou, J., & Fu, X. (2024). Understanding the purchase intention in live streaming from the perspective of social image. Humanities and Social Sciences Communications, 11, 1–14. https://doi.org/10.1057/s41599-024-04054-6
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Ilmiah Manajemen dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
