Pengaruh Consumer Engagement Pada E-Commerce Livestreaming Shopee Terhadap Purchase Intention Dan Consumer Acquisition Pada Produk Susu Merek SGM

Abstract

This research aims to determine the influence of consumer engagement, which consists of likes, comments, and views, on purchase intention and consumer acquisition. This research is of a verificative nature using a quantitative method. Secondary data from the engagement reports in the SGM engagement division are used in this study. The research has one dependent variable, which is consumer engagement (X), consisting of sub-dependent variables, likes, comments, and views. There are two dependent variables, purchase intention (Y1) and consumer acquisition (Y2). Hypothesis testing is conducted using SPSS version 25. The research results show that consumer engagement has a positive and significant effect on purchase intention at 85%, with the remainder influenced by other factors. When looking at the impact of each sub-variable, likes and comments have a positive effect on purchase intention, while views do not. This indicates that different engagement behaviors can create different effects. Meanwhile, the influence of consumer engagement has a positive and significant effect on consumer acquisition at 59.8%, with the remainder influenced by other factors. When looking at the influence of each sub-variable, likes and views have a positive effect on consumer acquisition, while comments do not. This also suggests that different engagement behaviors can create different effects. In conclusion, higher consumer engagement leads to higher purchase intention and consumer acquisition. However, to assess performance, the level of metrics used needs to be considered. Penelitian ini bertujuan untuk mengetahui pengaruh consumer engagement yang terdiri dari likes, comment, dan views terhadap purchase intention dan consumer acquisition. Jenis penelitian ini adalah verifikatif dengan metode kuantitatif. Dalam penelitian ini menggunakan data sekunder yaitu menggunakan data laporan engagement pada divisi engagement SGM. Penelitian ini memiliki 1 variabel dependen yaitu consumer engagement (X) yang terdiri dari subvariabel dependen yaitu likes, comment, dan views. Terdapat 2 variabel dependen yaitu purchase intention (Y1) dan consumer acquisition (Y2). Selanjutnya dilakukan uji hipotesis menggunakan SPSS versi 25. Hasil penelitian menunjukan bahwa consumer engagement berpengaruh positif dan signifikan terhadap purchase intention sebesar 85% dan sisanya dipengaruhi oleh faktor lain. Jika melihat pengaruh dari setiap sub variabel, likes dan comment berpengaruh positif terhadap purchase intention sedangkan views tidak. Hal ini menunjukan perbedaan engagement behavior dapat menciptkan efek yang berbeda. Sedangkan untuk pengaruh consumer engagement berpengaruh positif dan signifikan terhadap consumer acquisition sebesar 59,8% dan sisanya dipengaruhi oleh faktor lain. Jika melihat pengaruh dari setiap sub variabel, likes dan views berpengaruh positif terhadap consumer acquisition sedangkan comment tidak. Hal ini menunjukan perbedaan engagement behavior dapat menciptkana efek yang berbeda. Jika disimpulkan maka semakin tinggi consumer engagement maka semakin tinggi pula purchase intention dan consumer acquisition.