ANTESEDEN DAN KONSEKUENSI RELATIONSHIP QUALITY PADA SHOPEE LIVE

William Nathanael, Margaretha Pink Berlianto

Abstract


Penelitian ini dilakukan untuk mengetahui seberapa pengaruh social media marketing activity terhadap niat beli seseorang di live streaming shopee live. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui penyebaran kuisioner yaitu Google Form. Sampel yang digunakan dalam penelitian ini sebanyak 151 responden dengan metode non-probability sampling menggunakan judgement sampling. Pengolahan data dilakukan dengan menggunakan perangkat lunak, SmartPLS. Hasil dari penelitian ini Social media markting activity berpengaruh terhadap relationship quality, customer experience berpengaruh terhadap relationship quality, relationship quality berpengaruh terhadap purchase intention. Relationship quality berpengaruh terhadap loyalty intention, dan relationship quality berpengaruh terhadap participate intention. Dimana penelitian ini dilakukan terhadap industri online shopping khususnya Shopee live, yang dimana kegiatan media sosial marketing terbukti mempengaruhi niaseseorang untuk melakukan transaksi di shopee live Para penjual diShopee Live dapat memahami dan menggunakan social media marketing activity dalam meningkatkan penjualan ditoko online mereka. Penelitian ini diharapkan mampu memberi wawasa yang berharga dan juga bermanfaat bagi pelaku ritel lainnya dalam membangun loyalitas konsumen yang kuat dan berkelanjutan di Indonesia.


Keywords


social media marketing activity; relationship quality; purchase intention; loyalty intention; participate intention

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References


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