Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui pengaruh informativeness dan inspiration pada live streaming di dalam toko terhadap niat beli secara offline yang dimediasi oleh sikap pada pengguna tiktok. sampel dalam penelitian ini terdiri dari 152 responden dengan teknik pengambilan sampel purposive sampling. metode analisis yang digunakan dalam penelitian ini adalah partial least square (pls) menggunakan software smartpls 4. hasil analisis menunjukkan bahwa informativeness berpengaruh secara langsung terhadap niat beli. inspiration berpengaruh secara langsung terhadap niat beli. sikap konsumen berpengaruh secara langsung terhadap niat beli. kemudian berdasarkan hasil indirect effect ditemukan bahwa sikap konsumen memediasi pengaruh informativeness terhadap niat beli. sikap konsumen memediasi pengaruh inspiration terhadap niat beli. kata kunci: infomativeness, inspiration, sikap konsumen, niat beli

ABSTRAC This study aims to measure The influence of Informativeness and Inspiration on In-Store Live Streaming toward Offline Purchase Intention Mediated by Attitude on Tiktok Users. The sample in this study consists of 152 respondents, selected using a purposive sampling technique. The analytical method used in this research is Partial Least Square (PLS) utilizing SmartPLS 4 software. The analysis results indicate that Informativeness has a direct effect on purchase intention. Inspiration also has a direct effect on purchase intention. Consumer Attitudes directly influence purchase intention. Furthermore, based on the results of the indirect effect, it was found that Consumer Attitudes mediate the effect of Informativeness on purchase intention. Consumer Attitudes mediate the effect of Inspiration on purchase intention. Keyword: Infomativeness, Inspiration, Consumer Attitudes, PurchaseIntention.