Pengaruh Social Media Interactivity terhadap Purchase Intention melalui Parasocial Relationship pada YouTube Live Streaming

Rifki Arifin; Dini Alamanda; Dwi Nurhayati

doi:10.47709/jebma.v6i2.9112

Authors

Rifki Arifin Universitas Garut
Dini Alamanda Universitas Garut
Dwi Nurhayati Universitas Garut

DOI:

https://doi.org/10.47709/jebma.v6i2.9112

Keywords:

influencer credibility, social media interactivity, parasocial relationship, product involvement, purchase Intention

Abstract

Meningkatnya pemanfaatan YouTube live streaming sebagai media pemasaran digital telah mengubah cara perusahaan dan influencer berinteraksi dengan konsumen melalui komunikasi secara real-time. Namun, hasil penelitian terdahulu mengenai peran Influencer Credibility, Social Media Interactivity, dan Parasocial Relationship dalam memengaruhi Purchase Intention masih menunjukkan temuan yang beragam, sehingga memerlukan kajian lebih lanjut, khususnya pada konteks YouTube live streaming. Penelitian ini bertujuan menganalisis pengaruh Influencer Credibility dan Social Media Interactivity terhadap Parasocial Relationship, serta menguji pengaruh Parasocial Relationship dan Product Involvement terhadap Purchase Intention. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori cross-sectional. Data diperoleh melalui survei daring terhadap 220 pengguna YouTube di Indonesia yang pernah menyaksikan live streaming dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Social Media Interactivity, Parasocial Relationship, dan Product Involvement berpengaruh positif terhadap Purchase Intention, sedangkan Influencer Credibility tidak berpengaruh signifikan terhadap Parasocial Relationship. Selain itu, Parasocial Relationship terbukti memediasi pengaruh Social Media Interactivity terhadap Purchase Intention, tetapi tidak memediasi pengaruh Influencer Credibility, sementara Product Involvement tidak memoderasi hubungan antara Parasocial Relationship dan Purchase Intention. Penelitian ini menyimpulkan bahwa komunikasi yang interaktif memiliki peran yang lebih penting dibandingkan kredibilitas influencer dalam membangun Parasocial Relationship yang mendorong Purchase Intention pada YouTube live streaming. Temuan ini memberikan kontribusi terhadap pengembangan literatur pemasaran digital sekaligus menjadi masukan bagi perusahaan dan influencer dalam merancang strategi pemasaran berbasis live streaming yang lebih interaktif dan efektif.

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