Pengaruh Live Streaming dan Short Video Marketing TikTok Melalui AISAS Model Terhadap Purchase Intention Produk Fashion Muslim (Studi Kasus: Di Provinsi Daerah Khusus Jakarta)

Abstract

Melihat perkembangan e-commerce di Indonesia, perusahaan media sosial seperti Instagram, Facebook, dan TikTok beralih menjadi social commerce. TikTok Shop adalah platform yang paling diminati dengan strategi segmentasi terhadap perempuan. Penjual dapat berinteraksi dengan pembeli dan kreator serta menawarkan promosi melalui live streaming dan short video marketing. Mayoritas pengguna TikTok di Indonesia adalah pekerja, terutama usia 18-34 tahun. Pengguna TikTok terutama membeli produk fashion muslim. Indonesia masuk kedalam 10 besar pengekspor fashion muslim global dan berada di posisi ke-9 dengan nilai US$ 0.54 milliar. Penjualan produk di TikTok Shop dipengaruhi oleh For You Page. Internalisasi informasi dan pengalaman konsumen mempengaruhi keinginan pembelian mereka. Penelitian ini menganalisis pengaruh live streaming dan short video marketing melalui AISAS model dalam membangun purchase intention. Reponden penelitian ini menggunakan 240 sampel, Teknik yang digunakan dalam pengambilan sampel menggunakan purposive sampling. Sampel penelitian ini yaitu pengguna aplikasi TikTok Shop yang berdomisili di Jakarta, beragama islam,dan berumur 18-70 tahun. Data dianalisis dengan software SMART PLS 4.0. Short video marketing memberikan pengaruh yang signifikan dan positif terhadap attention, interest dan search sedangkan live streaming hanya berpengaruh terhadap search. Hasil pengujian short video marketing berpengaruh tidak langsung terhadap purchase intention produk fashion muslim melalui AISAS model sebagai variabel mediasi di Jakarta baik dalam bentuk hubungan linear maupun non-linear. Short video marketing juga dapat melalui tahapan AISAS tanpa perlu purchase intention. Pengujian secara non-linear menunjukan bahwa tahapan attention, interest bisa langsung menuju terhadap action dan share. Tetapi dari tahap interest tidak bisa langsung action dan share. Live streaming menunjukkan bahwa hanya AISAS model non-linear dari search, action langsung ke share memiliki pengaruh positif dan signifikan. AISAS model terbukti menjadi mediasi yang kuat dalam menjembatani pengaruh strategi pemasaran digital berbasis Short video marketing terhadap produk fashion muslim di Provinsi Daerah Khusus Jakarta. Hasil implikasi manajerial yang dapat dilakukan oleh perusahaan yaitu menerapkan scenario-based experience pada short video marketing dan professionalization pada live streaming dan mengaktualisasikan AISAS model. Kedua variabel ini menjadi penting dalam memahami dan mempengaruhi konsumen di Jakarta terhadap produk fashion muslim. Dimana karakteristik pengguna TikTok di Jakarta mayoritas pekerja dengan tingkat pendidikan adalah sarjana (S1). Rata-rata penggunaan aplikasi hanya 1-2 jam/hari.

Kata Kunci: AISAS, Live Streaming, Purchase intention, Short Video Marketing

Seeing the development of e-commerce in Indonesia, social media companies such as Instagram, Facebook, and TikTok are turning into social commerce. TikTok Shop is the most popular platform with a segmentation strategy towards women. Sellers can interact with buyers and creators and offer promotions through live streaming and short video marketing. The majority of TikTok users in Indonesia are workers, especially 18-34 year olds. TikTok users mainly buy Muslim fashion products. Indonesia is among the top 10 global Muslim fashion exporters and is in 9th place with a value of US$ 0.54 billion. Product sales at TikTok Shop are influenced by the For You Page. Consumers' internalization of information and experience influences their purchase intention. This study analyzes the effect of live streaming and short video marketing through the AISAS Model in building purchase intention. The respondents of this study used 240 samples. The technique used in sampling uses purposive sampling. The sample of this study is TikTok Shop application users who live in Jakarta, are Muslim, and are 18-70 years old. The data were analyzed with SMART PLS 4.0 software. Short video marketing has a significant and positive effect on attention, interest and search while live streaming only affects search. The test results of TikTok Short Video Marketing have an indirect effect on Purchase Intention of Muslim fashion products through the AISAS model as a mediating variable in Jakarta in the form of both linear and non-linear relationships. Short Video Marketing can also go through the AISAS stages without the need for purchase intention. Non-linear testing shows that the stages of attention, interest can go directly to action and share. But from the interest stage, it cannot directly lead to action and share. Live streaming shows that only the non-linear AISAS model from search, action directly to share has a positive and significant influence. The AISAS model is proven to be a strong mediator in bridging the influence of digital marketing strategies based on Short Video Marketing on Muslim fashion products in the Jakarta Province of Jakarta. The results of managerial implications that can be done by companies are applying scenario-based experience to short video marketing and professionalization to live streaming and actualizing the AISAS model. These two variables are important in understanding and influencing consumers in Jakarta towards Muslim fashion products. Where the characteristics of TikTok users in Jakarta are mostly workers with an education level of undergraduate (S1). The average use of the application is only 1-2 hours / day.

Keywords: AISAS, Live Streaming, Purchase Intention, Short Video Marketing