Pengaruh Technology Affordance Terhadap Purchase Intention Melalui Mediasi Immersion Pada Tiktok Live Streaming Shopping

Syafihi, Syuck Haical (2026) Pengaruh Technology Affordance Terhadap Purchase Intention Melalui Mediasi Immersion Pada Tiktok Live Streaming Shopping. Bachelor thesis, Institut Teknologi Kalimantan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh technology affordance terhadap purchase intention melalui mediasi immersion pada TikTok Live Streaming Shopping. Penelitian ini menggunakan kerangka Stimulus-Organism-Response (S-O-R), dengan visibility affordance, meta-voicing affordance, dan guidance shopping affordance sebagai stimulus, immersion sebagai organism, dan purchase intention sebagai response. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei cross-sectional. Data dikumpulkan melalui kuesioner daring dengan teknik purposive sampling kepada 204 pengguna TikTok di Indonesia yang pernah menonton TikTok Live Shopping. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui aplikasi WarpPLS 8.0. Hasil penelitian menunjukkan bahwa meta-voicing affordance dan guidance shopping affordance berpengaruh positif dan signifikan terhadap immersion, sedangkan visibility affordance tidak berpengaruh signifikan terhadap immersion. Selanjutnya, immersion berpengaruh positif dan signifikan terhadap purchase intention. Hasil pengujian mediasi menunjukkan bahwa immersion memediasi pengaruh meta-voicing affordance dan guidance shopping affordance terhadap purchase intention, tetapi tidak memediasi pengaruh visibility affordance terhadap purchase intention. Temuan ini menunjukkan bahwa dalam konteks TikTok Live Streaming Shopping, stimulus yang bersifat interaktif dan informasional lebih berperan dalam membentuk pengalaman imersif dan niat beli dibandingkan stimulus visual semata. Penelitian ini memberikan kontribusi teoritis pada pengembangan kajian technology affordance dan S-O-R dalam konteks live streaming shopping, serta memberikan implikasi praktis bagi pelaku TikTok Live Shopping untuk memperkuat interaksi, panduan belanja, dan pengalaman imersif pengguna.

Item Type: Thesis (Bachelor)
Subjects: A General Works > AC Collections. Series. Collected works
A General Works > AS Academies and learned societies (General)
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4050 Electronic information resources
Divisions: Jurusan Matematika dan Teknologi Informasi > Bisnis Digital
Depositing User: Syuck Haical Syafihi
Date Deposited: 20 Jul 2026 05:22
Last Modified: 20 Jul 2026 05:22
URI: http://repository.itk.ac.id/id/eprint/27750

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