Pengaruh Perceived Utility terhadap Minat Beli dengan Imersi sebagai Variabel Mediasi pada Social Commerce Live Streaming

Abstract

The development of technology has become a major change, especially buying and selling, which has caused the online market to grow. With e-commerce, the online market is undergoing a transition by incorporating social media as a platform. The emergence of social commerce began with selling products through live streaming. Live streaming appears due to the high interest in consumer purchase intention. Consumer purchase intention is influenced by the perceived utility factor. In this study immersion was chosen as a mediation variable to see the indirect effect of perceived utility on purchase intention. this study aims to determine the effect of perceived utility on purchase intention with immersion as a mediation variable in live streaming social commerce. This type of research uses quantitative methods by involving 350 respondents as a sample. The method of data collection using likert scale consisting of purchase intention scale, perceived utility and immersion. The results of the study showed that: 1). Perceived utility has a positive and significant effect on purchase intention in live streaming social commerce, 2). Perceived utility has a positive and significant effect on immersion in live streaming social commerce, 3). Immersion has a positive and significant effect on purchase intention in social commerce live streaming, 4) Immersion acts as a mediator in the effect of Perceived Utility on purchase intention with the value of the coefficient of mediation of 0.065 is smaller than the value of the coefficient of direct influence of 0.533, so that the mediation variable is proven to mediate partially. The implication, this study shows that Perceived Utility is an important factor in selling on live streaming that can form immersion, so that it can affect consumer purchase intention.