Electronic Theses and Dissertation

Penelitian ini bertujuan menganalisis pengaruh customer experience terhadap consumer purchase intention pada pengguna fitur live streaming di TikTok Shop di Kota Banda Aceh, dengan peran mediasi influencer trust dan influencer attachment. Fenomena tingginya jumlah penonton live streaming yang tidak selalu diikuti konversi pembelian mendorong pentingnya pengkajian pengalaman konsumen selama sesi siaran berlangsung. Penelitian ini menggunakan pendekatan kuantitatif melalui survei kuesioner kepada 238 responden yang dipilih dengan teknik non-probability sampling metode purposive sampling, dengan kriteria pengguna aktif TikTok, pernah menonton live streaming penjualan produk, berdomisili di Banda Aceh, serta mengenal influencer yang melakukan siaran. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan IBM SPSS AMOS versi 22.00. Hasil penelitian menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap influencer trust, influencer attachment, dan consumer purchase intention, serta kedua variabel mediasi tersebut juga berpengaruh positif dan signifikan terhadap niat beli dan memediasi hubungan secara partial mediation. Temuan ini menegaskan bahwa kualitas pengalaman konsumen selama menyaksikan live streaming menjadi faktor dominan dalam mendorong niat beli, sehingga seller dan influencer disarankan menciptakan siaran yang interaktif, informatif, responsif, dan mampu membangun kedekatan emosional dengan audiens.
Kata Kunci: Customer Experience, Consumer Purchase Intention, Influencer Trust, Influencer Attachment.

This study aims to analyze the effect of customer experience on consumer purchase intention among users of the live streaming feature on TikTok Shop in Banda Aceh, with the mediating roles of influencer trust and influencer attachment. The phenomenon of high live-stream viewership that does not always translate into purchase conversion highlights the importance of examining consumers’ experiences during live sessions. This research employed a quantitative approach through a questionnaire survey of 238 respondents selected using non-probability sampling with a purposive sampling method, based on criteria including active TikTok users, having watched product-selling live streams, residing in Banda Aceh, and being familiar with the influencer conducting the stream. Data were analyzed using Structural Equation Modeling (SEM) with **IBM SPSS AMOS version 22. The results indicate that customer experience has a positive and significant effect on influencer trust, influencer attachment, and consumer purchase intention. Moreover, both mediating variables significantly influence purchase intention and partially mediate the relationship between customer experience and purchase intention. These findings emphasize that the quality of consumer experience during live streaming plays a dominant role in encouraging purchase intention, suggesting that sellers and influencers should create interactive, informative, responsive broadcasts that foster emotional connection with the audience. Keyword: Customer Experience, Consumer Purchase Intention, Influencer Trust, Influencer Attachment.