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

Abstract

The advancement of technology has led to significant changes in the realm of commerce, particularly in the realm of online transactions, causing the online market to flourish. Through e- commerce, the online market has transitioned by incorporating social media as its platform. The emergence of social commerce began with the selling of products through live streaming. Live streaming arose due to the high purchasing interest of consumers, which is influenced by entertainment factors. In this study, immersion is chosen as the mediating variable to observe the indirect influence of entertainment on purchasing interest. This research aims to examine the impact of entertainment on purchasing interest with immersion as the mediating variable in social commerce live streaming. This research employs a quantitative method with a sample size of 350 subjects. Data collection is conducted using a Likert scale consisting of measures for purchasing interest, entertainment, and immersion. The study results indicate that: 1) Entertainment has a positive and significant influence on purchasing interest in social commerce live streaming, 2) Entertainment has a positive and significant impact on immersion in social commerce live streaming, 3) Immersion has a positive and significant influence on purchasing interest in social commerce live streaming, 4) Entertainment has a positive and significant influence on purchasing interest through immersion as the mediating variable in social commerce live streaming. Therefore, the influence of entertainment on consumer purchasing interest can be achieved either through immersion as a mediating variable or directly, without necessitating immersion as an intermediary.