Strategi Optimalisasi Live Streaming Shopping di TikTok untuk Meningkatkan Niat Pembelian Produk Fesyen

Abstract

Pandemi Covid-19 telah menggeser perilaku belanja produk fesyen dari toko fisik menuju platform online, termasuk melalui fitur Live Streaming Shopping (LSS) di TikTok. Meskipun fitur LSS TikTok sangat populer dan digemari generasi Z, tetapi masih menghadapi persaingan ketat dengan platform lain. Penelitian ini bertujuan mengidentifikasi karakteristik konsumen, menganalisis pengaruh sikap, norma subjektif, dan persepsi kontrol perilaku terhadap niat pembelian fesyen pada generasi Z melalui LSS di TikTok, dan merumuskan rekomendasi strategi. Pendekatan kuantitatif dilakukan di Jabodetabek menggunakan survei daring. Metode analisis yang digunakan adalah analisis deskriptif dan SEM-PLS. Hasil penelitian menunjukkan bahwa mayoritas responden adalah perempuan, berusia 21-24 tahun dengan alokasi pengeluaran bulanan untuk fesyen kurang dari Rp250.000. Variabel sikap, norma subjektif, dan persepsi kontrol perilaku berpengaruh positif dan signifikan terhadap niat beli. Strategi yang direkomendasikan mencakup optimalisasi peran streamer, penyajian LSS yang menyenangkan, kolaborasi dengan influencer, penerapan CTA dan program referral, pengaturan jadwal LSS, promo pada event khusus, dan konten promosi menarik dengan hashtag populer.

The Covid-19 pandemic has shifted fashion shopping behavior from physical stores to online platforms, including the Live Streaming Shopping (LSS) feature on TikTok. Although this feature is highly popular and favored by Generation Z, it still faces intense competition from other platforms. This study aims to identify consumer characteristics, analyze the influence of attitude, subjective norms, and perceived behavioral control on fashion purchase intention among Generation Z through LSS on TikTok, and formulate strategic recommendations. A quantitative approach was employed in Jabodetabek area using an online survey. The analytical methods used include descriptive analysis and SEM-PLS. Result show that most respondents are female, aged 21–24 years, with monthly fashion expenditures below IDR 250,000. The variables of attitude, subjective norms, and perceived behavioral control positively and significantly affect purchase intention. Recommended strategies include optimizing the role of streamers, presenting enjoyable live streaming sessions, collaborating with influencers, implementing CTAs and referral programs, scheduling live streams, offering promotions during special events, and creating appealing promotional content using popular hashtags.