Pengaruh Live Streaming Commerce Terhadap Impulse buying Melalui Purchase urgency: Peran Moderasi Influencer Credibility pada Konsumen Live Commerce
DOI:
https://doi.org/10.69688/asbak.v4i1.1279Keywords:
Live Streaming Commerce, impulse buying, purchase urgency, Influencer Credibility, PLS-SEMAbstract
Live Streaming Commerce (LSC) mengintegrasikan interaksi real-time, demonstrasi produk, promosi, dan transaksi dalam satu pengalaman belanja. Penelitian ini menguji hubungan statistik antara LSC dan impulse buying, peran mediasi purchase urgency, serta peran moderasi Influencer Credibility pada konsumen Live Commerce. Penelitian menggunakan survei cross-sectional kuantitatif terhadap 320 responden dengan purposive sampling dan dianalisis menggunakan PLS-SEM serta bootstrapping 5.000 subsampel. LSC berhubungan positif dengan purchase urgency (β=0,680; t=13,420; p<0,001) dan impulse buying (β=0,287; t=5,120; p<0,001), sedangkan purchase urgency berhubungan positif dengan impulse buying (β=0,421; t=7,920; p<0,001). Efek tidak langsung LSC melalui purchase urgency signifikan (β=0,286; t=7,100; p<0,001), sehingga bersama efek langsung yang juga signifikan menunjukkan complementary partial mediation. Influencer Credibility memperkuat hubungan purchase urgency–impulse buying (β=0,176; t=3,680; p<0,001), meskipun ukuran efek interaksinya kecil (f²=0,067). Kontribusi penelitian terletak pada pengujian simultan mekanisme psikologis dan kondisi batas dalam satu model berbasis S–O–R.
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