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ASEAN Marketing Journal

Abstract

This study aims to determine the interpersonal interaction factors that influence purchase intentions of local Indonesian fashion products on TikTok live stream shopping, based on the SOR theory. The sample of this research is the audience of TikTok live stream shopping of local Indonesian fashion products, living in Jabodetabek, and aged between 18 to 34 years. There were 295 respondents and data were analyzed using PLS-SEM software. According to this study, Perceived similarity is positively related to Swift guanxi. In addition, Perceived similarity and Perceived responsiveness are positively related to Initial Trust. Swift guanxi and Initial Trust are positively related to Purchase Intention. In addition, swift guanxi has a mediating role for Perceived similarity in Purchase Intention. Finally, Initial Trust positively mediates the effects of Perceived responsiveness and Perceived similarity on Purchase Intention.

Bahasa Abstract

Penelitian ini bertujuan untuk mengetahui faktor interaksi interpersonal yang mempengaruhi intensi pembelian terhadap produk fashion lokal Indonesia di TikTok live stream shopping, berdasarkan teori SOR. Sampel penelitian ini adalah penonton TikTok live stream shopping produk fashion lokal Indonesia, tinggal di Jabodetabek, dan berusia 18 hingga 34 tahun. Responden berjumlah 295 dan data dianalisis menggunakan software PLS-SEM. Menurut penelitian ini, Perceived similarity berhubungan positif dengan Swift guanxi. Selain itu, Perceived similarity dan Perceived responsiveness berhubungan positif dengan Initial Trust. Swift guanxi dan Initial Trust berhubungan positif dengan Purchase Intention. Selain itu, swift guanxi memiliki peran mediasi terhadap Perceived similarity pada Purchase Intention. Terakhir, Initial Trust secara positif memediasi efek Perceived responsiveness dan Perceived similarity terhadap Purchase Intention.

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