Faktor Psikologis dan Intensitas Penggunaan Media Sosial Sebagai Prediktor Keputusan Pembelian pada Live Shopping TikTok

Rika  Wahyuni; Dimas  Perdana Oskar; Rina  Mariana; Hadi  Irfani; Harry  Theozard Fikri

doi:10.35134/jpsy165.v16i3.254

Authors

Rika Wahyuni Universitas Putra Indonesia YPTK Padang
Dimas Perdana Oskar Universitas Putra Indonesia YPTK Padang
Rina Mariana Universitas Putra Indonesia YPTK Padang
Hadi Irfani Universitas Putra Indonesia YPTK Padang
Harry Theozard Fikri Universitas Putra Indonesia YPTK Padang

DOI:

https://doi.org/10.35134/jpsy165.v16i3.254

Keywords:

psychological factors, intensity using social media, purchasing decisions, live shopping, housewives

Abstract

The use of the internet as an online marketing medium which is classified as effective and reaches a large number of internet user communities. Market traffic has increased rapidly because purchasing decisions through online transactions are seen as providing convenience, one of which is using live shopping TikTok. Purchasing is an activity of buying products in the form of goods and services by customers through a complex thought process. The customer will assess and choose the best option. The purpose of the study was to determine whether there is a role for psychological factors and intensity using social media on purchasing decisions in live shopping TikTok. This research uses quantitative research methods. The subjects of this research were 85 housewives in Lubuk Begalung District Padang City selected using a random sampling technique. The data collection methods used are the intensity scale of psychological factors, scale of intensity using social media, and scale of purchasing decisions. Research data analyzed with multiple linear regression by the SPSS 26.0 for Windows. The results showed that: (1) psychological factors and Intensity using social media together on Purchasing decisions in live shopping TikTok with F value = 47,900, R² = 0,734, dan p = 0,000; (2) there was significant impact of psychological factors on purchasing decisions in live shopping TikTok with beta coefficient = 0,206, t = 2,463and p value = 0,016; and (3) there was significant impact of intensity using social media on Purchasing decisions in live shopping TikTok with beta coefficient = 0,526, t = 6,968 and p value = 0,000. Contribution amounted to 73,4 percent.

References

Anisa, Risnawati, R., & Chamidah, N. (2022). Pengaruh Word Of Mouth Mengenai Live Streaming Tiktok Shop Terhadap Keputusan Pembelian Konsumen. Jurnal Komunikasi Pemberdayaan, 1(2), 131–143. Https://doi.org/https://doi.org/10.47431/jkp.v1i2.230.

Fortuna, C. D. H. (2022). Tiktok as Social Media Marketing and The Impact on Purchase Decisions. Marketing Management Studies, 2(2), 180–190. Https://doi.org/10.24036/mms.v2i2.305.

Principles of Marketing. (2018). Principles and Practice of Social Marketing, 23–43. Https://doi.org/10.1017/cbo9780511761751.003.

Puteri, A. N. Q. (2021). Intensitas Mengakses Online Shop di Media Sosial Dengan Keputusan Pembelian Produk Fashion Di Masa Pandemi COVID-19. Psikoborneo: Jurnal Ilmiah Psikologi, 9(2), 337–344. Https://doi.org/10.30872/psikoborneo.

Nurgianto, B., Worang, F. G., & Lumanauw, B. (2021). Analisis Pengaruh Faktor Psikologis terhadap Keputusan Konsumen untuk Membeli Berita Tribun Manado di Kota Manado. AKSARA: Jurnal Ilmu Pendidikan Nonformal, 7(2), 537–550. Https://doi.org/10.37905.

Rahayu, G., Kurniati, D., & Suharyani, A. (2020). The Influence of Psychological Factors on The Buying Decision Process of Tropicana Slim Sweetener Products. SOCA: Jurnal Sosial Ekonomi Pertanian, 14(2), 253–264. Https://doi.org/10.24843/SOCA.2020.v14.i02.p06.

Shamri, S. N., Mohd Suhaimi, N. A., & Alwi@Ali, A. (2021). The Factors Affecting the Consumer Buying Behaviour Towards Local Brand of Food Product in Selangor. Journal Of Agrobiotechnology, 12(1S), 40–50. Https://doi.org/10.37231/jab.2021.12.1s.269.

Maharani, O. S., Ulayya, N. J., & Rahardjo, W. (2022). Literature Review: Psychological Factors Affecting Online Shopping Behavior During The Covid-19 Pandemic. Jurnal Ilmiah Ekonomi Bisnis, 27(2), 171–182. Https://doi.org/10.35760/eb.2022.v27i2.5403.

Nuradina, K. (2022). Psychological Factors Affects Online Buying Behaviour. Journal of Business and Management Inaba (JBMI), 01(02). Https://doi.org/10.56956/jbmi.v1i02.120.

Yasmin, A. (2022). Examining The Effect of Psychological Factors Towards Consumers’ Groceries Purchasing Decision at Aeon Serpong BSD. JAProf: Jurnal Administrasi Profesional Vol., 03(2), 47–58. Https://doi.org/10.32722/jap.v3i2.5131.

Daulay, R., & Kurnia, E. (2023). The Purchase of Skincare , Influenced of Psychological Factors and Religious Value in Generation Z in Medan City. Proceeding Medan International Conference Economics and Business, 1(January), 841–852. Https://doi.org/10.30596/miceb.v1i0.194.

Meher Neger, & Burhan Uddin. (2020). Factors Affecting Consumers’ Internet Shopping Behavior During the COVID-19 Pandemic: Evidence From Bangladesh. Chinese Business Review, 19(3), 91–104. Https://doi.org/10.17265/1537-1506/2020.03.003.

Bartkowiak, P., Potrawiak, P., & Pavlenko, J. G. (2018). Psychological Factors Affecting Purchasing Decisions on the Real Estate Market. Zesz. Nauk. UEK, 6(978), 153–168. Https://doi.org/10.15678/ZNUEK.2018.0978.0609.

Rusmiati, E., Lubis, H., & Suhesty, A. (2022). Intensitas Penggunaan Media Sosial dan Efikasi Diri Terhadap Prokrastinasi Pengerjaan Skripsi. Psikoborneo: Jurnal Ilmiah Psikologi, 10(1), 101–113. Https://doi.org/10.30872/psikoborneo.

Sartika, N. Y., & Sugiharsono. (2020). Self-Efficacy and Intensity of the Use of Social Media on Consumption Behavior : Case Study in the Economics Faculty of Yogyakarta State University. Jurnal Economia, 16(1), 71–85. Https://doi.org/10.21831/economia.v16i1.27067.

Ermawati, E., Husaini, A., & Pakkawaru, I. (2020). Pengaruh Penggunaan Media Sosial Terhadap Keputusan Pembelian Kuota Internet Pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam IAIN Palu. Jurnal Ilmu Ekonomi an Bisnis Islam, 2(1), 36–58. Https://doi.org/10.24239/jiebi.v2i1.22.36-58.

Syalsabila, N., & Hermina, N. (2023). The Interrelations of Celebrity Endorsement, Social Media Use, and Customer Engagement in Achieving Customer Purchase Decision. Jurnal Manajerial, 10(01), 1. Https://doi.org/10.30587/jurnalmanajerial.v10i1.4650.

Supriyadi, & Fadli, I. (2020). Pengaruh Intensitas Penggunaan Media Sosial dan Orientasi Belanja Online. Frima: Festival Riset Ilmiah & Akuntansi, 3, 408–415. Https://doi.org/10.55916/frima.v0i3.312.

Qonitah, U., & Nuraeni, S. (2020). Analysis of Tie Strength and Purchase Decision Involvement towards Word-of-Mouth Influence in Service Business. KnE Social Sciences. Https://doi.org/10.18502/kss.v4i6.6663.

Mustapa, A., Machmud, R., & Radji, D. L. (2022). Pengaruh Penggunaan Media Sosial Terhadap Keputusan Pembelian Pada Umkm Jiksau Food. Jambura, 5(1), 2022. Https://doi.org/10.37479/jimb.v5i1.14898.

Wufron. (2020). Analisis Regresi Linier dengan IBM SPSS Statistics. Https://doi.org/10.31219/osf.io/fwex8.

Ali, T., Alam, A., & Ali, J. (2021). Factors Affecting Consumers’ Purchase Behaviour for Health and Wellness Food Products in an Emerging Market. Global Business Review, 22(1), 151–168. Https://doi.org/10.1177/0972150918795368.

Istiaputra, T. N., & Hendratmi, A. (2020). The Influence of Cultural, Social, Personal, and Psychological Factors of Muslim Consumers on the Purchase Decision of Manulife Shariah Products. International Journal of Management (IJM, 11(6), 2058–2064. Https://doi.org/10.34218/IJM.11.6.2020.191.

Lestari, R. A., Darma, R., & Aswan, A. (2022). Factors that Influencing Consumer Behavior against Rice Purchase Decisions. International Journal of Environment, Agriculture and Biotechnology, 7(4), 63–72. Https://doi.org/10.22161/ijeab.

Rahahleh, A. H., Moflih, M. A., Alabaddi, Z. A., & AL-Nsour, S. N. (2020). The Moderating Effect of Psychological Factors on Consumer of Electric and Hybrid Vehicles’ Response Purchase Decisions. Management Science Letters, 10(8), 1649–1658. Https://doi.org/10.5267/j.msl.2020.1.015.

Kochar, R., & Kaur, H. (2018). A Review of Factors Affecting Consumer Behavior towards Online Shopping. International Journal of Engineering and Management Research, 8(4), 54–58. Https://doi.org/10.31033/ijemr.8.4.6.

Daga, R., & Indriakati, A. J. (2022). Religiosity, Social and Psychological Factors On Purchase Decisions and Consumer Loyalty. Jurnal Manajemen, XXVI(03), 469–491. Https://dx.doi.org/10.24912/jm.v26i3.941.

Nofri, O., & Hafifah, A. (2018). Analisis Perilaku Konsumen dalam Melakukan Online Shopping di Kota Makassar. Jurnal Minds: Manajemen Ide Dan Inspirasi, 5(1), 113–132. Https://doi.org/10.24252/minds.v5i1.5054.

Chen, C. (2022). Research on Customer Psychology-Taking Double Eleven as the Example. Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022), 652(Icssed), 642–648. Https://doi.org/10.2991/aebmr.k.220405.106.

Khorajia, J. S. J. (2021). The Effective Use of Social Media Platforms and its impact on Buying Decision and Enhancement of Brand Equity in the category of Electronics Durables with Special Reference to Selected Cities of Gujarat State. PalArch’s Journal of Archaeology of Egypt / Egyptology (PJAEE), 18(7), 2091–2100. Https://archives.palarch.nl/index.php/jae/article/view/8412.

Hanaysha, J. R. (2022). Impact of Social Media Marketing Features on Consumer’s Purchase Decision in The Fast-Food Industry: Brand Trust as A Mediator. International Journal of Information Management Data Insights, 2(2), 100102. Https://doi.org/10.1016/j.jjimei.2022.100102.

Hu, S., & Zhu, Z. (2022). Effects of Social Media Usage on Consumers’ Purchase Intention in Social Commerce: A Cross-Cultural Empirical Analysis. Frontiers in Psychology, 13(May), 1–17. Https://doi.org/10.3389/fpsyg.2022.837752.