Pengaruh Live Streaming dan Short Video Marketing terhadap Keputusan Pembelian pada E-commerce berbasis Model AISAS

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh live streaming dan short video marketing terhadap keputusan pembelian berdasarkan model AISAS (Attention, Interest, Search, Action, dan Share). Pergeseran pola konsumsi masyarakat akibat peningkatan penetrasi internet telah mendorong e-commerce menjadi saluran utama dalam aktivitas belanja online di Indonesia. E-commerce XYZ merupakan salah satu platform terdepan yang mengintegrasikan fitur pemasaran visual seperti live streaming dan short video untuk menjawab kebutuhan konsumen digital yang mengutamakan pengalaman belanja yang cepat, menarik, dan interaktif. Namun efektivitas dua strategi tersebut dalam memengaruhi perilaku konsumen di setiap tahapan pengambilan keputusan masih belum banyak diteliti secara komprehensif. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 312 responden pengguna e-commerce XYZ di wilayah Jabodetabek. Data dikumpulkan melalui survei online dan dianalisis menggunakan metode Structural Equation Modelling-Partial Least Squares (SEM-PLS). Variabel yang digunakan meliputi live streaming, short video marketing, attention, interest, search, action, dan share. Karakteristik responden menunjukkan dominasi perempuan muda yang membeli produk fashion secara rutin, terutama saat periode promosi. Segmentasi ini mencerminkan konsumen digital yang cenderung responsif terhadap konten visual dan insentif fungsional. Hasil penelitian menunjukkan bahwa live streaming dan short video marketing berpengaruh positif dan signifikan terhadap attention, interest, dan search. Live streaming terbukti menjadi faktor paling dominan dalam mendorong action melalui kekuatan visualisasi produk dan interaktivitas real-time, sementara short video efektif membangun minat melalui konten yang ringkas, informatif, dan disampaikan oleh figur yang kredibel. Selain itu, action berpengaruh signifikan terhadap share, menunjukkan bahwa pengalaman berbelanja yang positif mendorong konsumen untuk berbagi secara sukarela. Penelitian ini memberikan kontribusi tambahan dengan mengonfirmasi bahwa efek konten visual tidak hanya bekerja secara linier, tetapi juga memungkinkan jalur non-linier (bypass) terjadi, terutama dalam konteks produk fashion yang bersifat low involvement. Temuan ini memperkuat pentingnya optimalisasi konten interaktif sebagai strategi mendorong keterlibatan emosional, pembelian impulsif, dan promosi organik melalui word-of mouth di kalangan konsumen digital.

This study aims to analyze the influence of live streaming and short video marketing on purchase decisions using the AISAS model (Attention, Interest, Search, Action, and Share). The shift in consumer behavior driven by increasing internet penetration has positioned e-commerce as the primary channel for online shopping in Indonesia. E-commerce XYZ has emerged as one of the leading platforms by integrating visual marketing features such as live streaming and short videos to cater to digital consumers who demand fast, engaging, and interactive shopping experiences. However, the effectiveness of these two visual strategies in influencing consumer behavior across each stage of the decision-making process remains underexplored. This study employs a quantitative approach using purposive sampling, involving 312 respondents who are active users of e-commerce XYZ in the Jabodetabek area. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The variables used include live streaming, short video marketing, attention, interest, search, action, and share. The respondent profile is dominated by young female consumers who frequently purchase fashion products, especially during promotional periods. This segment represents digital-savvy consumers who are highly responsive to visual content and functional incentives. The findings reveal that both live streaming and short video marketing have a positive and significant effect on attention, interest, and search. Live streaming is the most dominant factor influencing action, primarily through real-time product visualization and interactivity, while short videos effectively foster interest with concise, informative content delivered by credible figures. Furthermore, action significantly affects share, indicating that positive shopping experiences encourage voluntary sharing behavior. This study contributes to the literature by confirming that visual content can influence consumer behavior not only through linear pathways but also via non-linear (bypass) routes, particularly in low-involvement product categories such as fashion. These results underscore the importance of optimizing interactive content as a strategy to stimulate emotional engagement, impulsive buying, and organic word-of-mouth promotion among digital consumers.