Kesuksesan Livestreaming Shopping Terhadap Perilaku Konsumen Dalam Perdagangan Digital: Systematic Literature Review
Kata Kunci:
Livestreaming Shopping, Purchase Intention, Trust Flow Experience, S-O-R, Digital CommerceAbstrak
Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi kesuksesan livestreaming shopping dalam konteks perdagangan digital. Penelitian menggunakan pendekatan Systematic Literature Review (SLR) dengan metode PRISMA untuk mengidentifikasi dan mengevaluasi berbagai penelitian terkait livestreaming commerce. Data penelitian diperoleh dari artikel ilmiah yang berasal dari database Scopus, Web of Science, IEEE Xplore, dan Google Scholar pada periode 2021–2026. Hasil penelitian menunjukkan bahwa kredibilitas anchor atau Key Opinion Leader (KOL), interaktivitas real-time, platform affordances, social presence, trust, perceived value, dan flow experience menjadi faktor utama yang mempengaruhi purchase intention dan impulsive buying konsumen. Selain itu, desain visual livestreaming dan interaksi sosial secara langsung juga mampu meningkatkan keterlibatan konsumen dalam proses pembelian. Penelitian ini menemukan bahwa trust dan flow experience berperan sebagai mediator utama antara stimulus platform dengan perilaku pembelian konsumen. Secara teoritis, penelitian ini memperkuat relevansi kerangka Stimulus Organism Response (S-O-R) dalam menjelaskan perilaku konsumen pada livestreaming shopping. Secara praktis, hasil penelitian memberikan implikasi bagi perusahaan e-commerce dan retailer dalam mengembangkan strategi pemasaran digital berbasis livestreaming yang lebih interaktif dan efektif.
Referensi
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