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

Abstract

The development of technology that is increasingly advanced is increasingly facilitating all human affairs, one of which is like the emergence of an online buying and selling marketplace and the existence of a live streaming feature as a promotional medium to attract buying interest in consumers. Social interaction is one of the important things in live streaming, because basically live streaming is based on two-way communication. Interesting social interactions will influence buying interest. In this study, immersion was chosen as a mediating variable to see how the indirect effect between social interaction and purchase intention. This study aims to examine the effect of social interaction on purchase intention with immersion as mediation in live streaming social commerce. This study uses quantitative research methods with a sample of 500 people. The data collection method uses a Likert scale consisting of a scale of buying interest, social interaction, and immersion. The study results show that: (1) social interaction has a positive effect on purchase intention; (2) social interaction has a positive effect on immersion; (3) immersion has a positive effect on purchase intention; (4) immersion acts as a mediator in the effect of social interaction on purchase intention with a mediation coefficient value of 0.147 smaller than the direct effect coefficient value of 0.240, so the mediation variable is proven to mediate partially. The implication is that this study shows that social interaction is an important factor in selling on live streaming that can form immersion, so that it can affect consumer buying interest.