Pengaruh Live Streaming Tiktok, E-Wom dengan Brand Image Sebagai Mediasi terhadap Purchase Intention Mobil Toyota
DOI:
https://doi.org/10.58344/locus.v5i2.5546Keywords:
Streamers Credibility, e-WOM, Brand Image, Purchase Intention, Live Streaming TiktokAbstract
Kemajuan teknologi dan meningkatnya penggunaan media sosial telah mengubah cara konsumen berinteraksi dan berbelanja. TikTok menjadi salah satu platform paling berpengaruh melalui fitur live streaming shopping yang memungkinkan transaksi langsung antara penjual dan konsumen. Meskipun penjualan melalui social commerce berkembang pesat di berbagai sektor, tren positif ini belum dirasakan oleh industri otomotif yang justru mengalami penurunan penjualan. Berdasarkan data OICA dan Gaikindo, terjadi penurunan penjualan mobil, termasuk Toyota sebagai pemimpin pasar. Kondisi ini menunjukkan adanya kesenjangan dalam efektivitas strategi pemasaran digital otomotif dibandingkan sektor lain, sehingga perlu diteliti lebih lanjut faktor-faktor yang mempengaruhi keberhasilan promosi melalui live streaming TikTok. Penelitian ini bertujuan untuk menganalisis pengaruh streamer credibility dan electronic word of mouth (e-WOM) terhadap purchase intention dengan brand image sebagai mediasi pada promosi mobil Toyota di TikTok. Metode penelitian menggunakan pendekatan kuantitatif dengan 158 responden pengguna aktif TikTok di JABODETABEK, dianalisis melalui PLS-SEM. Temuan ini menunjukkan kredibilitas streamer dan ulasan positif konsumen dapat memperkuat citra merek serta meningkatkan niat beli konsumen. Hasil t-values > 1.65 dan p-values < 0.05 & semua hipotesa diterima. Kredibilitas streamer dan ulasan positif konsumen dapat memperkuat citra merek serta meningkatkan niat beli konsumen terhadap mobil Toyota. Brand image berperan sebagai mediator yang memperkuat pengaruh tidak langsung dibandingkan pengaruh langsung. Penelitian ini memberikan implikasi praktis bagi industri otomotif, khususnya Toyota retail sales, untuk memanfaatkan strategi pemasaran digital berbasis live streaming secara lebih efektif di era social commerce.
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