Texts

ANALISIS FAKTOR DETERMINAN CONSUMER ENGAGEMENT PADA LIVE STREAMING TIKTOK: INTEGRASI THEORY OF USE AND GRATIFICATION DAN THEORY OF REASONED ACTION : Survei Perilaku Viewers Live Streaming Akun Kattoen

---

RINGKASAN

Mohamad Iqbal Daffah, Program Pascasarjana, Universitas Brawijaya,
Malang. Analisis Faktor Determinan Consumer Engagement Pada Live
Streaming Tiktok: Integrasi Theory of Use and Gratification dan Theory of
Reasoned Action (Survei Perilaku Viewers Live Streaming Akun Kattoen). Komisi
Pembimbing, Ketua: Prof. Andriani Kusumawati, S.Sos., M.Si, DBA; Anggota:
Drs. Wiyata, M.AB, Ph.D.

Pada era digital media sosial menjadi salah satu media pemasaran yang
banyak dimanfaatkan. Rendahnya pemahaman mengenai bagaimana live
streaming pada platform media sosial seperti TikTok dapat membangun
keterlibatan emosional antara pelanggan dan merek. Sehingga diperlukan
pemahaman tentang faktor-faktor yang mempengaruhi keterlibatan konsumen.
Penelitian ini bertujuan untuk menganalisis dan menjelaskan pengaruh
gratification, media attributes, perceived interactivity terhadap consumer
engagement serta dampaknya pada attitude toward live streaming dan attitude
toward brand. Jenis penelitian ini merupakan explanatory research. Unit
analisisnya adalah konsumen dari produk Kattoen dan pernah menonton live
streaming Kattoen. Teknik sampling yang digunakan adalah non probability
sampling dengan metode purposive sampling. Jumlah sampel dalam penelitian
ini sebanyak 250 responden. Kuesioner digunakan sebagai metode
pengumpulan data primer dan diolah menggunakan software SmartPLS 3.2.
Hasil penelitian ini menunjukkan bahwa (1) Gratification (X1) memiliki
pengaruh tidak signifikan terhadap attitude toward live streaming (Z1); (2)
Gratification (X1) memiliki pengaruh positif dan signifikan terhadap attitude
toward brand (X2); (3) Media attribute (X2) memiliki pengaruh positif dan
signifikan terhadap attitude toward live streaming (Z1); (4) Media attribute (X2)
memiliki pengaruh positif dan signifikan terhadap attitude toward brand (Z2); (5)
Perceived interactivity (X3) memiliki pengaruh positif dan signifikan terhadap
attitude toward live streaming (Z1); (6) Perceived interactivity (X3) memiliki
pengaruh positif dan signifikan terhadap attitude toward brand (Z2); (7) Attitude
toward live streaming (Z1) memiliki pengaruh positif dan signifikan terhadap
consumer engagement (Y); (8) Attitude toward brand (Z2) memiliki pengaruh
positif dan signifikan terhadap consumer engagement (Y).
Temuan ini menunjukkan bahwa atribut media dan interaktivitas
memainkan peran penting dalam membentuk sikap konsumen yang positif
terhadap live streaming dan brand, pada akhirnya meningkatkan keterlibatan
konsumen pada live streaming TikTok.

Kata Kunci: gratification, media attributes, perceived interactivity, attitude toward
live streaming, attitude toward brand.

SUMMARY

Mohamad Iqbal Daffah, Postgraduate Program, Brawijaya University,
Malang. Analysis of Determinant Factors of Consumer Engagement in TikTok
Live Streaming: Integration of Theory of Use and Gratification and Theory of
Reasoned Action (Kattoen Live Streaming Viewers Behavior Survey). Advisory
Committee, Chairperson: Prof. Andriani Kusumawati, S.Sos., M.Si, DBA;
Member: Drs. Wiyata, M.AB, Ph.D.
In the digital era, social media has become one of the most widely used
marketing media. The low understanding of how live streaming on social media
platforms such as TikTok can build emotional engagement between customers
and brands. So it is necessary to understand the factors that influence consumer
engagement.

This study aims to analyze and explain the influence of gratification, media
attributes, perceived interactivity on consumer engagement and its impact on
attitude toward live streaming and attitude toward brand. This type of research is
explanatory research. The unit of analysis is consumers of Kattoen products and
have watched Kattoen live streaming. The sampling technique used is nonprobability sampling with a purposive sampling method. The number of samples

in this study was 250 respondents. The questionnaire was used as a primary
data collection method and was processed using SmartPLS 3.2 software.
The results of this study indicate that (1) Gratification (X1) has an
insignificant effect on attitude toward live streaming (Z1); (2) Gratification (X1)
has a positive and significant effect on attitude toward brand (X2); (3) Media
attribute (X2) has a positive and significant effect on attitude toward live
streaming (Z1); (4) Media attribute (X2) has a positive and significant effect on
attitude toward brand (Z2); (5) Perceived interactivity (X3) has a positive and
significant effect on attitude toward live streaming (Z1); (6) Perceived interactivity
(X3) has a positive and significant effect on attitude toward brand (Z2); (7)
Attitude toward live streaming (Z1) has a positive and significant effect on
consumer engagement (Y); (8) Attitude toward brand (Z2) has a positive and
significant effect on consumer engagement (Y).
These findings suggest that media attributes and interactivity play an
important role in shaping positive consumer attitudes toward live streaming and
brands, ultimately increasing consumer engagement on TikTok live streaming.

Keywords: gratification, media attributes, perceived interactivity, attitude toward
live streaming, attitude toward brand

---

Ketersediaan

202509

TES 371,17 DAF a 2024 K1

Fadel Muhammad Resource Center (Ilmu Sosial)

Tersedia namun tidak untuk dipinjamkan - No Loan

Informasi Detail

Judul Seri

-

No. Panggil

TES 371,17 DAF a 2024 K1

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang., 2024

Deskripsi Fisik

xv, 190 Halaman ; Ilus : 29,5 Cm

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

371,17

Tipe Isi

text

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

Tesis / Thesis
gratification
media attributes
perceived interactivity
attitude toward live streaming
attitude toward brand

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Mohamad Iqbal Daffah

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar