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

Authors

  • Fiola Augustine Patricia Universitas Surabaya
  • Dr. Juliani Dyah Trisnawati, S.Si., M.M., SCM., CPPM.
  • Prita Ayu Kusumawardhany, S.E., M.M., SCM.

DOI:

https://doi.org/10.14414/jbb.v15i01.5412

Keywords:

Interpersonal Interaction, Swift Guanxi, Purchase Intention

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.

Author Biographies

  • Fiola Augustine Patricia, Universitas Surabaya

    Fiola Augustine Patricia is a Business Networking student at the Faculty of Business and Economics, University of Surabaya, class of 2022. Her research interests focus on business management and network development. She began her academic journey by publishing her first article in the Journal of Business and Banking. Fiola is actively involved in collaborative research projects and is committed to developing studies that contribute to modern business practices. Author contact details: Faculty of Business and Economics, University of Surabaya, Jalan Raya Kalirungkut, Surabaya, Indonesia; fiolaaugustine@gmail.com

  • Dr. Juliani Dyah Trisnawati, S.Si., M.M., SCM., CPPM.

    Dr. Juliani Dyah Trisnawati is a Management Lecturer at the University of Surabaya whose research focuses on competitive advantage, tourism productivity, and Blue Economy development through digital technology. She earned her Doctoral degree from Universitas Airlangga in 2020 and currently serves as the Head of the Master of Management (PJJ) Program. Her scholarly work examines strategic issues in tourism development and fisheries processing industries grounded in the Resource-Based View Theory. Beyond research, she is actively involved in community engagement initiatives that emphasize local empowerment and the development of tourism villages in Selotapak, Ketapanrame, and Belik. She also contributes to programs that strengthen the roles of parents and teachers in enhancing the independence of students with special needs. To support her professional growth, Dr. Juliani has completed several certified trainings, including CPPM, SCM, Lead Auditor ISO 9001, and ISO 31000 Risk Management. Author contact details: Faculty of Business and Economics, University of Surabaya, Jalan Raya Kalirungkut, Surabaya, Indonesia; juliani@staff.ubaya.ac.id

  • Prita Ayu Kusumawardhany, S.E., M.M., SCM.

    Prita Ayu Kusumawardhany, S.E., M.M., SCM, is a lecturer and researcher specializing in supply chain management, innovation, and local potential development. She is currently a Doctoral Candidate in the Technology Management Department at Institute Teknologi Sepuluh November Surabaya. Her research focuses on developing frugal innovation for MSMEs and create value-added products from local commodities. She actively participates in community engagement programs, particularly in empowering MSMEs and developing tourism villages, such as ecoprint initiatives in Kalidami and sustainable tourism development in Trawas, Mojokerto. Her professional expertise is strengthened through various trainings, including Agile Innovation, Business Model, Supply Chain Manager, Digital Marketing and Entrepreneurship.

References

Amory, J. D. S., Mudo, M., & J, R. (2025). Transformasi Ekonomi Digital dan Evolusi Pola Konsumsi: Tinjauan Literatur tentang Perubahan Perilaku Belanja di Era Internet. Jurnal Minfo Polgan, 14(1), 28–37. https://doi.org/10.33395/jmp.v14i1.14608

Ariffin, S. K., Mohan, T., & Goh, Y.-N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327. https://doi.org/10.1108/JRIM-11-2017-0100

Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161. https://doi.org/10.1108/JRIM-06-2018-0080

Chen, H., Zhang, S., Shao, B., Gao, W., & Xu, Y. (2022). How do interpersonal interaction factors affect buyers’ purchase intention in live stream shopping? The mediating effects of swift guanxi. Internet Research, 32(1), 335–361. https://doi.org/10.1108/INTR-05-2020-0252

DataIndonesia.id. (2024). Kumpulan Data Seputar Perkembangan E-Commerce di Indonesia pada 2023 dan 2024. DataIndonesia.Id. https://assets.dataindonesia.id/2024/08/13/1723540446361-36-PPT-Report_Kumpulan-Data-Seputar-E-Commerce-di-Indonesia.pdf

Duryadi. (2021). Metode Penelitian Ilmiah Metode Penelitian Empiris Model Path Analysis dan Analisis Menggunakan SmartPLS. In J. T. Santoso (Ed.), Penerbit Yayasan Prima Agus Teknik (Vol. 7, Issue 1). Yayasan Prima Agus Teknik.

Hair, J. F., Black, W. C., Barry J. Babin, & Anderson, R. E. (2014). Multivariate Data Analysis. In Pearson Education Limited (7th ed.). Pearson Education Limited. https://doi.org/10.4324/9781351269360

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling. Handbook of Market Research, November, 587–632. https://doi.org/10.1007/978-3-319-57413-4_15

Hamid, R., Radji, D. L., & Ismail, Y. L. (2020). Pengaruh Empathy dan Responsiveness Terhadap Minat Kunjungan Ulang Pelanggan. Oikos Nomos: Jurnal Kajian Ekonomi Dan Bisnis, 13(1), 27–38. https://doi.org/10.37479/jkeb.v13i1.7105

Hidayat, E. P., & Paramita, E. L. (2021). Pengaruh Persepsi Keinformatifan, Harga, Kegunaan, dan Kemudahan Penggunaan terhadap Minat Beli. E-Jurnal Manajemen, 10(8), 820–844. https://doi.org/https://doi.org/10.24843/EJMUNUD.2021.v10.i08.p05

Jakmin. (2023). Preferensi Platform Live Shopping Tiap Generasi. Jakpat. https://jakpat.net/info/preferensi-platform-live-shopping-tiap-generasi/

Jiang, Y., Lee, H.-T., & Li, W. (2024). The effects of live streamer ’ s expertise and entertainment on the viewers ’ purchase and follow intentions. March, 1–16. https://doi.org/10.3389/fpsyg.2024.1383736

Lee, W. I., Cheng, S. Y., & Shih, Y. T. (2017). Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22(4), 223–229. https://doi.org/10.1016/j.apmrv.2017.07.007

Lesmana, T. (2022). Analisis Perilaku Konsumen Generasi Milenial Dalam Berbelanja Online. Jurnal EBI, 5(2), 46–56. https://doi.org/10.52061/ebi.v5i2.175

Liang, J., Han, C. M., & Nam, H. (2024). Effects of source factors for creating swift guanxi in live stream e-commerce in China. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-07-2024-0859

Liu, H., Chu, H., Huang, Q., & Chen, X. (2016). Enhancing the flow experience of consumers in China through interpersonal interaction in social commerce. Computers in Human Behavior, 58, 306–314. https://doi.org/10.1016/j.chb.2016.01.012

Lu, Y., He, Y., & Ke, Y. (2023). The influence of e-commerce live streaming affordance on consumer’s gift-giving and purchase intention. Data Science and Management, 6(1), 13–20. https://doi.org/10.1016/j.dsm.2022.10.002

Ma, X., Jin, J., & Liu, Y. (2023). The influence of interpersonal interaction on consumers’ purchase intention under e-commerce live broadcasting mode: The moderating role of presence. Frontiers in Psychology, 14(February), 1–9. https://doi.org/10.3389/fpsyg.2023.1097768

Montera, V., & Aulia, S. (2024). Analisis Gaya Hidup Shoppertainment Melalui Shopee Live. Prologia, 8(2), 363–371. https://doi.org/10.24912/pr.v8i2.27621

Ou, C. X., Pavlou, P. A., & Davison, R. M. (2014). Swift guanxi in online marketplaces: The role of computer-mediated communication technologies. MIS Quarterly, 38(1), 209–230. https://doi.org/10.25300/MISQ/2014/38.1.10

Sabrina, D. (2025). Jurnal riset ekonomi islam. 4, 1–14.

Saputra, G. G., & Fadhilah. (2022). Pengaruh Live Streaming Shopping Instagram Terhadap Kepercayaan Konsumen Online dan Dampaknya pada Keputusan Pembelian. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(2), 442–452. https://doi.org/10.47065/ekuitas.v4i2.2353

Shen, Y.-C., Chun-Yao, H., Chia-Hsien, C., & and Liao, H.-C. (2010). Virtual Community Loyalty: An Interpersonal-Interaction Perspective. International Journal of Electronic Commerce, 15(1), 49–74. https://doi.org/10.2753/JEC1086-4415150102

Singh, N., Rawat, B., Shanker Chaubey, D., Prakash Mani, A., & Singh, A. (2024). Understanding the Dynamics of consumer behaviour and purchase intentions for Green Cosmetic Products in North India: A Gender-Neutral Approach. F1000Research, 13, 611. https://doi.org/10.12688/f1000research.151629.1

Xiang, L., Zheng, X., Lee, M., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36, 333–347. https://doi.org/10.1016/j.ijinfomgt.2015.11.002

Yuarti, Y. V., Purwati, T., Tima, E. M., & Rakhmadian, M. (2024). Pengaruh Live streaming TikTok Shop Terhadap Kepercayaan Konsumen dan Keputusan Beli Konsumen. Universitas Insan Budi Utomo, 5(1), 104–116. https://doi.org/10.33503/prosiding.v1i01

Zhou, W., Dong, J., & Zhang, W. (2023). The impact of interpersonal interaction factors on consumers’ purchase intention in social commerce: a relationship quality perspective. Industrial Management and Data Systems, 123(3), 697–721. https://doi.org/10.1108/IMDS-06-2022-0392

Downloads

Published

2025-12-10

Issue

Vol. 15 No. 01 (2025): Mei-Oktober 2025

Section

Articles

License

Copyright (c) 2025 Fiola Augustine Patricia, Dr. Juliani Dyah Trisnawati, S.Si., M.M., SCM., CPPM., Prita Ayu Kusumawardhany, S.E., M.M., SCM.

Creative Commons License

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

How to Cite

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

Similar Articles

1-10 of 52

You may also start an advanced similarity search for this article.