Pengaruh Live Selling dalam Peningkatan Niat Beli pada Remaja

Wesley Zhang; Jesica Jesica; Hertianto Hertianto; William Gautama; Edi Yanto

doi:10.33557/mbia.v21i3.1921

Wesley Zhang Universitas Internasional Batam
Jesica Jesica Universitas Internasional Batam
Hertianto Hertianto Universitas Internasional Batam
William Gautama Universitas Internasional Batam
Edi Yanto Universitas Internasional Batam

DOI: https://doi.org/10.33557/mbia.v21i3.1921

Keywords: Interaction, Live Selling, Internet, Purchasing, Teenagers

Abstract

Technology at this time has been very developed so that the business is also growing and one of the well-known businesses is Online Shop with live selling method. With Live Selling, sellers can make live sales to all buyers circulating on the Internet. This study aims to analyze the effect of Live Selling which is a live broadcast where sellers make sales by displaying products to buyers at the same time online in increasing purchasing in adolescents. This research use a quantitative research. The sampling technique used is a randomized sampling technique where 388 respondents have been collected to be measured. Data processing is carried out and provided the following result : (1) Interaction variable has an effect on psychological distance, but has an influence on social presence and trust, (2) Professionalization variable has an effect on social presence, psychological distance, and spread, (3) There is no influence between spread and presence social, and (4) Visualization affects social presence, dissemination, and psychological distance. Based on the results of the research that has been done, it can be concluded that with sellers who have professionalism, good interaction, displaying products with attractive visualizations can increase purchasing in adolescents so that if they do not have these three things, they will reduce purchasing intentions. In short, Live Selling at this time with a seller who has these three components will greatly affect the increase in purchasing among teenagers.

Keywords: Interaction, Live Selling, Internet, Purchasing, Teenagers

Abstrak

Teknologi pada saat ini sudah sangat berkembang hingga bisnis juga berkembang dan salah satu bisnis yang terkenal adalah Online Shop dengan metode Live Selling. Dengan adanya Live Selling, penjual dapat melakukan penjualan secara Live kepada semua pembeli yanag beredar di Internet. Penelitian ini bertujuan untuk menganalisis pengaruh Live Selling lam peningkatan purchasing pada anak remaja. Penelitian ini adalah penelitian kuantitatif. Teknik sampling yang digunakan adalah teknik randomize sampling dimana telah dikumpulkan sebanyak 388 responden yang berasal dari kluster mahasiswa/i di Kota Batam untuk diukur. Pengolahan data dilakukan sehingga didapatkan hasil sebagai berikut : (1) variabel interaksi memiliki pengaruh yang dapat diterima terhadap jarak psikologi, tetapi memilki pengaruh dengan kehadiran sosial dan kepercayaan, (2) Variabel professionalisasi memliki pengaruh terhadap variabel kehadiran sosial, jarak psikologi, dan penyebaran, (3) Variabel penyebaran dan kehadiran sosial tidak dapat diterima sehingga tidak memiliki pengaruh, dan (4) variabel visualisasi berpengaruh terhadap variabel kehadiran sosial, penyebaran, dan jarak psikologi. Berdasarkan hasil penelitian yang sudah dilakukan dapat disimpulkan bahwa dengan penjual yang memiliki profesionalisasi, interaksi yang baik, menampilkan produk dengan visualisasi yang menarik dapat meningkatkan purchasing pada remaja sehingga jika tidak memiliki ketiga hal tersebut akan menurunkan niat purchasing. Secara singkatnya, Live Selling pada saat ini dengan adanya penjual yang memiliki ketiga komponen tersebut akan sangat mempengaruh dengan peningkatan purchasing pada remaja.

Kata kunci: Interaksi, Live Selling, Internet, Pembelian, Remaja

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