Pengaruh Immersion dan Streamer Credibility Terhadap Niat Beli Produk Skintific Melalui Kepercayaan Konsumen
Article Sidebar
Abstract Views: 13
File Views: 5
Main Article Content
Abstract
Pertumbuhan dan Perkembangan pengguna TikTok shope tidak lepas dari besarnya jumlah pengguna aplikasi TikTok di Indonesia. Salah satu keunggulan yang di miliki TikTok adalah berupa inovasi fitur live streaming commerce yang yang memungkinkan penjual mempromosikan produk sekaligus berinteraksi secara langsung dengan calon konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Immersion dan Streamer Credibility terhadap Niat Beli melalui Kepercayaan pada penonton live streaming Skintific TikTok Shop mahasiswa Universitas Negeri Padang. Penelitian ini menggunakan pendekatan kuantitatif dengan sampel 145 responden dari penyebaran kuesioner Google Form. Analisis data menggunakan metode Partial Least Square (PLS) dengan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa Immersion tidak berpengaruh signifikan terhadap Niat Beli, Immersion berpengaruh negatif dan signifikan terhadap Kepercayaan, Streamer Credibility berpengaruh positif dan signifikan terhadap Kepercayaan dan Niat Beli, Kepercayaan berpengaruh positif dan signifikan terhadap Niat Beli, Kepercayaan memediasi secara signifikan dengan arah negatif pengaruh Immersion terhadap Niat Beli, dan Kepercayaan memediasi secara parsial pengaruh Streamer Credibility terhadap Niat Beli.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
Amarullah, D., Saputra, J. C., Astria, N., & T. Krois, A. (2025). Effect of TikTok live streamer characteristics on purchase intentions: the mediating role of trust. Digital Business: Tren Bisnis Masa Depan, 16(2), 61–69. https://doi.org/10.59651/digital.v16i2.278
compas.co.id. (2025). Top 10 Brand Perawatan & Kecantikan di Shopee Indonesia Kuartal I 2025: Siapa yang Memimpin? https://compas.co.id/article/top-10-brand-perawatan-kecantikan-di-shopee/
Compas.co.id. (2025). Transaksi E-commerce FMCG RI Tembus Rp 129 Triliun: Sektor Kecantikan Jadi Primadona. https://compas.co.id/article/performa-e-commerce-indonesia-2025/
Data Reportal, & We are Social. (2024). Digital 2024 Indonesia. https://wearesocial.com/id/wp-content/uploads/sites/19/2024/02/Digital_2024_Indonesia.pdf
Databoks. (2025). E-Commerce yang Sering Diakses Masyarakat Indonesia pada 2025. https://databoks.katadata.co.id/infografik/2025/08/19/e-commerce-yang-sering-diakses-masyarakat-indonesia-pada-2025#
Databoks Katadata. (2025). Top 10 Best-Selling Facial Moisturizers on Shopee Indonesia, Q1 2025. https://databoks.katadata.co.id/en/consumer-durables-apparel/statistics/68b95018ea19e/top-10-best-selling-facial-moisturizers-on-shopee-indonesia-q1-2025
FatMoss. (2026). DISKON GAJIAN UP TO 30% - Skintificid. https://www.fastmoss.com/id/live/detail/7655379103282957076
Founderplus. (2026). Benchmark Conversion Rate per Channel di Indonesia 2026 (Data + Template Tracking). https://founderplus.id/blog/benchmark-conversion-rate-marketing-indonesia-2026/
Goodstats. (2025). Daftar E-commerce Paling Sering Diakses 2025, Shopee Masih Juara. https://goodstats.id/article/e-commerce-paling-sering-diakses-2025-shopee-masih-juara-wyZqk
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
Hamidah, R., Pangaribuan, C. H., & Luhur, C. (2024). Enhancing Purchase Intention in tiktok Live-Stream: The Roles of Streamers’ Credibility, Interactivity, and Perceived Risk among Generation Z Buyers. Jurnal Sosial Humaniora, 15(2), 128–141. https://doi.org/10.30997/jsh.v15i2.10539
He, C. (2026). The Impact of immersion on consumers’ purchase intention: A moderated mediation model mediated by trust and moderated by shopping involvement. Acta Psychologica, 265. https://doi.org/10.1016/j.actpsy.2026.106737
Hossain, Md. A., Kalam, A., Nuruzzaman, Md., & Kim, M. (2023). The Power of Live-Streaming in Consumers’ Purchasing Decision. Sage Open, 13(4). https://doi.org/10.1177/21582440231197903
Hudiyono, R. F., & Ismail, S. (2023). Uncover the Marketing Strategy of Skintific in Indonesia (pp. 381–400). https://doi.org/10.2991/978-2-38476-132-6_34
indsight. (2025). Pasar skincare Indonesia tercatat sebagai salah satu sektor dengan pertumbuhan tercepat di Asia Tenggara, dengan nilai pasar yang mencapai US$3,07 miliar pada tahun 2025 dan diproyeksikan terus meningkat hingga US$4,64 miliar pada tahun 2032, didorong oleh Tingkat Pertumbuhan Tahunan Majemuk (CAGR) sebesar 6,10% (IndSight, 2025). https://indsight.id/blog/pasar-skincare-indonesia-2025-serum-sunscreen-favorit/
Ji, X. (2024). Influence of Virtual Live Streamers’ Credibility on Online Sales Performance. Sage Open, 14(3). https://doi.org/10.1177/21582440241271171
Langgam.id. (2025). UNP Terima 12.873 Mahasiswa Baru Tahun Ini, Peminat Naik 10 Persen. https://langgam.id/unp-terima-12-873-mahasiswa-baru-tahun-ini-peminat-naik-10-persen/
Lee, S., Sundar, S. S., & Lee, J.-G. (2025). From Live Streamer to Influencer: Credibility Effects of Authority, Interactivity, and Sponsorship. Media Psychology, 28(6), 731–763. https://doi.org/10.1080/15213269.2024.2442991
Liao, J., Chen, K., Qi, J., Li, J., & Yu, I. Y. (2023). Creating immersive and parasocial live shopping experience for viewers: the role of streamers’ interactional communication style. Journal of Research in Interactive Marketing, 17(1), 140–155. https://doi.org/10.1108/JRIM-04-2021-0114
Liu, X., & Zhang, L. (2024). Impacts of different interactive elements on consumers’ purchase intention in live streaming e-commerce. PLoS ONE, 19(12). https://doi.org/10.1371/journal.pone.0315731
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. https://doi.org/10.3389/fpsyg.2022.995129
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for e-Commerce: An Integrative Typology. Information Systems Research, 13(3), 334–359. https://doi.org/10.1287/isre.13.3.334.81
Media Indonesia. (2025). Survei: 62 Persen Gen Z Pilih Belanja via Live Shopping. Jakpat. https://mediaindonesia.com/ekonomi/745049/survei-62-persen-gen-z-pilih-belanja-via-live-shopping
Mehrabian, A., & Russell, J. A. (1974). A verbal measure of information rate for studies in environmental psychology. Environment and Behavior, 6(2), 233–252. https://doi.org/10.1177/001391657400600205
Momentum Works, & Tabcut. (2025, January 6). TikTok Shop GMV in 2024 surpassed US$30 billion. TLD by MW. https://thelowdown.momentum.asia/tiktok-shop-gmv-in-2024-surpassed-us30-billion/
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Oktaviani, R., Danardana Murwani, F., & 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) (Vol. 5, Number 1). https://ijble.com/index.php/journal/index
Pang, H., & Jin, X. (2025). Determining Dynamic Influence of Human and Machine System on Live-Streaming Addiction: Critical Mediating Mechanisms of Emotional and Functional Attachment. International Journal of Mental Health Promotion, 27(11), 1709–1728. https://doi.org/10.32604/ijmhp.2025.070803
Pang, H., & Ruan, Y. (2024). Disentangling composite influences of social connectivity and system interactivity on continuance intention in mobile short video applications: The pivotal moderation of user-perceived benefits. Journal of Retailing and Consumer Services, 80, 103923. https://doi.org/10.1016/j.jretconser.2024.103923
Pang, H., & Zhang, K. (2024). How multidimensional benefits determine cumulative satisfaction and eWOM engagement on mobile social media: Reconciling motivation and expectation disconfirmation perspectives. Telematics and Informatics, 93, 102174. https://doi.org/10.1016/j.tele.2024.102174
Qing, C., & Jin, S. (2022). What Drives Consumer Purchasing Intention in Live Streaming E-Commerce? Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.938726
Salsabila, S. A., & Hidayah, R. T. (2025). The Influence of Streamer Credibility on Increasing Purchase Intention on Skintific Indonesia’s Live Streaming Shopping. https://doi.org/https://doi.org/10.24256/kharaj.v7i2.7479
Statista. (2024). Countries with the largest TikTok advertising audience as of October 2025. https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/
Sugiyono. (2022). Metode Penelitian Kuantitatif,Kualitatif dan R&D.
Technode Global. (2026). Nilai transaksi bruto (GMV) TikTok di Asia Tenggara meningkat dua kali lipat dari tahun ke tahun menjadi $45,6 miliar pada tahun 2025. Momentum Works. https://technode.global/2026/02/11/tiktoks-southeast-asia-doubles-gmv-year-on-year-to-45-6b-in-2025/
Wang, D. (2024). E-commerce Live Streaming Interaction Quality, Immersion Experience and Consumer Purchase Intention. Applied Mathematics and Nonlinear Sciences, 9(1). https://doi.org/10.2478/amns-2024-1401
Wu, Y., & Huang, H. (2023). Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust. Sustainability, 15(5), 4432. https://doi.org/10.3390/su15054432
Wulandari, Nurhidayati, & Muhammad Faisal Yul Zamrudi. (2025). Peran Immersion Sebagai Mediator Visibility dan Metavoicing Terhadap Niat Beli di Tiktok Shop. https://repository.unissula.ac.id/id/eprint/41434
Yang, G., Chaiyasoonthorn, W., & Chaveesuk, S. (2024). Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector. Acta Psychologica, 249. https://doi.org/10.1016/j.actpsy.2024.104415
Zhang, Y., Ahmad, A., Azman, N., & Mingxia, W. (2023). Understanding the Influencing Mechanism of Users’ Purchase Intention and Mediating Effect of Trust in Streamer: A Socio-Technical Perspective. Journal of Law and Sustainable Development, 11(9), e1286. https://doi.org/10.55908/sdgs.v11i9.1286
Zhao, D., Yang, J., & Zhao, C. (2024). Exploring How the Application of Live-Streaming in E-Commerce Influences Consumers’ Trust-Building. IEEE Access, 12, 102649–102659. https://doi.org/10.1109/ACCESS.2024.3432869
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 April). https://doi.org/10.1371/journal.pone.0322294