PENGARUH PERSONALISASI KONTEN DAN LIVE SHOPPING TERHADAP NIAT BELI KONSUMEN PADA TIKTOK SHOP (STUDI KASUS MAHASISWA FEB UNIVERSITAS NUSA CENDANA)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh personalisasi konten dan live shopping terhadap niat beli konsumen pada platform TikTok Shop, baik secara parsial maupun simultan. Transformasi digital telah mendorong pergeseran dari pemasaran tradisional ke pemasaran digital berbasis data, di mana personalisasi konten dan interaksi real time menjadi strategi kunci. Studi ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 mahasiswa Fakultas Ekonomi dan Bisnis Universitas Nusa Cendana yang merupakan pengguna TikTok Shop, ditentukan menggunakan rumus Slovin. Data dianalisis menggunakan regresi linear berganda dengan SPSS. Hasil penelitian menunjukkan bahwa personalisasi konten berpengaruh positif dan signifikan terhadap niat beli (β = 0,366; sig. 0,000). Live shopping juga berpengaruh positif dan signifikan (β = 0,368; sig. 0,000). Secara simultan, kedua variabel berpengaruh signifikan terhadap niat beli (F = 97,981; sig. 0,000; adjusted R² = 0,662). Temuan ini mengindikasikan bahwa konten yang relevan dan pengalaman interaktif mampu meningkatkan kecenderungan pembelian konsumen. Strategi pemasaran digital yang mengintegrasikan personalisasi konten dan live shopping terbukti efektif dalam konteks social commerce, khususnya pada mahasiswa di Indonesia Timur.
Kata Kunci : Personalisasi Konten, Live shopping, Niat Beli, TikTok Shop, Pemasaran Digital
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