Dari interaksi ke transaksi: Apakah hubungan adalah kunci di balik niat untuk membeli?

Fiola Augustine Patricia; Juliani Dyah Trisnawati; Prita Ayu Kusumawardhany

doi:10.14414/jbb.v15i01.5412

Vol. 15 No. 01 (2025), Articles

Vol. 15 No. 01 (2025)

Dari interaksi ke transaksi: Apakah hubungan adalah kunci di balik niat untuk membeli?

Articles

DOI: 10.14414/jbb.v15i01.5412

Published 2025-12-10

Fiola Augustine Patricia⁺⁻
Juliani Dyah Trisnawati⁺⁻
Prita Ayu Kusumawardhany⁺⁻

Fiola Augustine Patricia

Universitas Surabaya

Juliani Dyah Trisnawati

Universitas Surabaya

Prita Ayu Kusumawardhany

Universitas Surabaya

pdf

Keywords

Interpersonal Interaction
Swift Guanxi
Purchase Intention

How to Cite

Fiola Augustine Patricia, Juliani Dyah Trisnawati, & Prita Ayu Kusumawardhany. (2025). Dari interaksi ke transaksi: Apakah hubungan adalah kunci di balik niat untuk membeli?. Journal of Business & Banking, 15(01), 105-127. https://doi.org/10.14414/jbb.v15i01.5412

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh faktor interpersonal terhadap swift guanxi serta dampaknya terhadap pur-chase intention dalam konteks Live Stream Shopping (LSS) di Indo-nesia. Faktor interpersonal yang diteliti meliputi perceived expertise, similarity, familiarity, likeability, informativeness, dan responsive-ness. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh dari 174 responden yang memenuhi kriteria, kemudian dianalisis dengan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa hampir seluruh faktor interpersonal ber-pengaruh signifikan terhadap swift guanxi, kecuali perceived similar-ity yang tidak terbukti signifikan. Selanjutnya, swift guanxi ber-pengaruh positif terhadap purchase intention. Dengan demikian, kualitas interaksi yang dibangun streamerm terbukti mampu mem-bangun swift guanxi, yang pada akhirnya meningkatkan intensi pembelian dalam LSS. Kesimpulan pada penelitian ini menegaskan bahwa keberhasilan LSS tidak hanya ditentukan oleh aspek produk dan harga saja, tetapi juga sangat dipenmgaruhi oleh kualitas in-teraksi interpersonal. Maka dari itu, streamer perlu membangun startegi komunikasi yang menekankan kredibilitas, personal, dan responsif guna meningkatkan konversi penjualan.

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Dari interaksi ke transaksi: Apakah hubungan adalah kunci di balik niat untuk membeli?

Keywords

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References