LIVE SELLING PROMOTION, PERCEIVED USEFULNESS, PERCEIVED SECURITY DAN E-WOM TERHADAP PURCHASE INTENTION DENGAN CONSUMER PERCEIVED  VALUE SEBAGAI VARIABEL MEDIASI (Studi Pengguna TikTok Shop di Indonesia)

LIVE SELLING PROMOTION, PERCEIVED USEFULNESS, PERCEIVED SECURITY AND E-WOM ON PURCHASE INTENTION WITH CONSUMER PERCEIVED VALUE AS A MEDIATION VARIABLE (Study of TikTok Shop Users in Indonesia)

Penelitian ini bertujuan untuk menguji pengaruh Live Selling Promotion, Perceived Usefulness, Perceived Security dan E-WOM terhadap Purchase Intention dengan Consumer Perceived Value sebagai variabel mediasi pengguna TikTok Shop di Indonesia. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik analisis Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS versi 4.0.4. Data diperoleh melalui survei penyebaran kuesioner yang melibatkan 400 responden pengguna TikTok Shop di Indonesia dengan Teknik pengambilan sampel purposive sampling. Model penelitian ini mengintegrasikan Theory Technology Acceptance Model (TAM) Information Adoption Model (IAM). Temuan penelitian ini menunjukkan bahwa pertama, live selling promotion berpengaruh positif signifikan terhadap purchase intention. Kedua, perceived usefulness berpengaruh positif signifikan terhadap purchase intention. Ketiga, perceived security tidak berpengaruh terhadap purchase intention. Keempat, E-WOM berpengaruh positif signifikan terhadap purchase intention. Kelima, live selling promotion berpengaruh positif signifikan terhadap purchase intention melalui consumer perceived value. Keenam, perceived usefulness berpengaruh positif signifikan terhadap purchase intention melalui consumer perceived value. Ketujuh, perceived security berpengaruh positif signifikan terhadap purchase intention melalui consumer perceived value. Kedelapan, E-WOM berpengaruh psoitif signifikan terhadap purchase intention melalui consumer perceived value. Hasil penelitian diharapkan memberikan wawasan bagi perusahaan e-commerce dalam menyusun strategi pemasaran digital yang efektif.

Kata kunci: Live Selling Promotion, Perceived Usefulness, Perceived Security, E-WOM, Consumer Perceived Value, Purchase Intention, TikTok Shop, PLS-SEM.

This This study aims to examine the effect of Live Selling Promotion, Perceived Usefulness, Perceived Security and E-WOM on Purchase Intention with Consumer Perceived Value as a mediating variable for TikTok Shop users in Indonesia. The research method uses a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis techniques through the SmartPLS application version 4.0.4. Data were obtained through a questionnaire survey involving 400 TikTok Shop user respondents in Indonesia with a purposive sampling technique. This research model integrates the Theory Technology Acceptance Model (TAM) Information Adoption Model (IAM). The findings of this study indicate that first, live selling promotion has a significant positive effect on purchase intention. Second, perceived usefulness has a significant positive effect on purchase intention. Third, perceived security has no effect on purchase intention. Fourth, E-WOM has a significant positive effect on purchase intention. Fifth, live selling promotion has a significant positive effect on purchase intention through consumer perceived value. Sixth, perceived usefulness has a significant positive effect on purchase intention through consumer perceived value. Seventh, perceived security has a significant positive effect on purchase intention through consumer perceived value. Eighth, E-WOM has a significant positive effect on purchase intention through consumer perceived value. The results of the study are expected to provide insight for e-commerce companies in developing effective digital marketing strategies.

Keywords: Live Selling Promotion, Perceived Usefulness, Perceived Security, E-WOM, Consumer Perceived Value, Purchase Intention, TikTok Shop, PLS-SEM.