PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE

Maulana Ali Akbar, NIM.: 22208012027 (2025) PENGARUH SOCIAL MEDIA INFLUENCER, VIRAL MARKETING, DAN HALAL AWARENESS TERHADAP PURCHASE INTENTION DAN ACTUAL PURCHASE MELALUI PLATFORM SHOPEE LIVE. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to analyze the influence of attractiveness, credibility, Parasocial interaction, Viral Marketing, and Halal awareness on Purchase intention and its impact on Actual purchase through the Shopee live platform. The research employs a quantitative approach with Partial Least Square-Structural Equation Model analysis. Data were collected via questionnaires distributed to 401 respondents who use Shopee live in the Yogyakarta Special Region. The research results indicate that attractiveness, Halal awareness, and Viral Marketing have a significant positive influence on Purchase intention, with coefficients of 0.211 (t-statistic = 3.320; p < 0.001), 0.174 (t-statistic = 4.313; p < 0.000), and 0.345 (t-statistic = 5.173; p < 0.000), respectively. Conversely, credibility and Parasocial interaction do not show a significant influence on Purchase intention, with coefficients of 0.074 (t-statistic = 1.243; p > 0.214) and 0.114 (t-statistic = 1.921; p > 0.055), respectively. Moreover, Purchase intention is proven to have a significant influence on Actual purchase, with a coefficient of 0.752 (t-statistic = 23.035; p < 0.000). This research highlights the importance of attractiveness, Viral Marketing, and Halal awareness in shaping consumers' Purchase intentions on e-commerce live streaming platforms. The findings align with the Stimulus-Organism-Response (SOR) theory, emphasizing Purchase intention as a key mediator linking external stimuli to Actual purchase.

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