PENGARUH KUALITAS INFORMASI HOST LIVE, PROMOSI, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE DENGAN MINAT BELI SEBAGAI VARIABEL MODERASI

(Studi Pada Konsumen Toko Mismi Official Di Kota Tangerang)

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas informasi host live, promosi, dan kepercayaan konsumen terhadap keputusan pembelian pada e-commerce Shopee dengan minat beli sebagai variabel moderasi. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik analisis Partial Least Square (PLS) dan pengambilan sampel sebanyak 230 responden yang merupakan konsumen Toko Mismi Official di Kota Tangerang. Hasil penelitian menunjukkan bahwa kualitas informasi host live berpengaruh positif dan signifikan terhadap keputusan pembelian, promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, dan kepercayaan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Minat beli juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, minat beli terbukti memoderasi pengaruh kualitas informasi host live terhadap keputusan pembelian secara signifikan, namun arah moderasi bersifat negatif, minat beli juga terbukti memoderasi pengaruh promosi terhadap keputusan pembelian secara signifikan, namun arah moderasi bersifat negatif. Artinya, semakin tinggi minat beli konsumen maka pengaruh kualitas informasi host live dan promosi terhadap keputusan pembelian semakin melemah. Namun, minat beli tidak memoderasi hubungan kepercayaan konsumen terhadap keputusan pembelian secara signifikan. Penelitian ini memberikan implikasi bahwa perusahaan perlu meningkatkan kualitas informasi dan strategi promosi secara optimal terutama untuk konsumen dengan minat beli rendah, serta tetap menjaga kepercayaan konsumen untuk meningkatkan keputusan pembelian di platform e-commerce Shopee.

This study aims to determine the effect of live host information quality, promotion, and consumer trust on purchasing decisions on Shopee e-commerce with purchase interest as a moderating variable. The research method used is a quantitative approach with Partial Least Square (PLS) analysis technique and a sample of 230 respondents who are consumers of the Mismi Official Store in Tangerang City. The results of the study indicate that the quality of live host information has a positive and significant effect on purchasing decisions, promotions have a positive and significant effect on purchasing decisions, and consumer trust has a positive and significant effect on purchasing decisions. Purchase intention also has a positive and significant effect on purchasing decisions. Additionally, purchase intention was found to significantly moderate the effect of live host information quality on purchasing decisions, but the direction of moderation is negative. Purchase intention was also found to significantly moderate the effect of promotions on purchasing decisions, but the direction of moderation is negative. This means that as consumer purchase intention increases, the influence of live host information quality and promotions on purchasing decisions weakens. However, purchase interest does not significantly moderate the relationship between consumer trust and purchasing decisions. This study implies that companies need to optimize the quality of information and promotional strategies. However, purchase interest does not significantly moderate the relationship between consumer trust and purchasing decisions. This study implies that companies need to improve the quality of information and promotional strategies, especially for consumers with low purchase interest, while maintaining consumer trust to increase purchasing decisions on the Shopee e-commerce platform.