BEYOND THE HYPE: THE IMPACT OF LIVE STREAMING COMMERCE ON SME SALES PERFORMANCE THROUGH TRUST AND ENGAGEMENT
DOI:
https://doi.org/10.22437/jdm.v14i02.56071Abstract
Abstrak
Tujuan: Pesatnya proliferasi "Shoppertainment" telah memposisikan Live Streaming Commerce (LSC) sebagai saluran penjualan penting bagi Usaha Mikro, Kecil, dan Menengah (UMKM) di pasar berkembang. Namun, terdapat kesenjangan yang signifikan antara adopsi teknologi dan kinerja aktual; banyak UMKM mengalami fenomena "empty room" (ruang siaran kosong), di mana mereka gagal mengonversi jumlah penonton menjadi pendapatan nyata. Studi ini bertujuan untuk menguraikan fenomena tersebut dengan menguji bagaimana fitur teknis LSC (Interactivity, Vividness, dan Informativeness) memengaruhi Kinerja Penjualan UMKM, dengan menggunakan kerangka kerja Stimulus-Organism-Response (SOR) untuk mengisolasi peran mediasi dari Customer Trust (Kepercayaan Pelanggan) dan Engagement (Keterikatan). Desain/Metodologi/Pendekatan: Menggunakan desain penelitian eksplanatori kuantitatif, studi ini menyurvei 215 pemilik UMKM di sektor fesyen dan kuliner yang aktif menggunakan platform seperti TikTok Shop dan Shopee Live. Metode pengambilan sampel yang digunakan adalah purposive sampling untuk memastikan responden memiliki pengalaman operasional yang cukup (minimal satu tahun). Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Temuan Penelitian: Hasil analisis menunjukkan bahwa seluruh fitur teknis LSC (Interactivity, Vividness, dan Informativeness) berpengaruh positif dan signifikan terhadap Customer Trust dan Engagement. Lebih lanjut, Customer Trust dan Engagement terbukti bertindak sebagai mediator penuh (full mediators) yang menjembatani fitur stimulus LSC terhadap Kinerja Penjualan UMKM. Temuan ini menegaskan bahwa kesuksesan penjualan melalui live streaming tidak sekadar mengandalkan keaktifan fitur teknologi, melainkan bagaimana fitur tersebut mampu membangun ikatan emosional dan kepercayaan konsumen secara real-time. Keterbatasan/Implikasi Penelitian: Penelitian ini berfokus pada pemilik UMKM di sektor retail fesyen dan kuliner di wilayah urban Indonesia, sehingga generalisasi hasil pada sektor industri jasa atau wilayah rural perlu dilakukan dengan hati-hati. Implikasi manajerial menyarankan agar pelaku UMKM tidak hanya berinvestasi pada peralatan penyiaran yang canggih (vividness), tetapi juga meningkatkan keterampilan komunikasi interaktif penyiar (host) untuk memicu keterikatan konsumen yang lebih dalam.
Kata Kunci: Live Streaming Commerce; Kinerja Penjualan UMKM; Model SOR; Kepercayaan Pelanggan; Keterikatan Pelanggan.
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