Analisis Pengaruh Kredibilitas Host dan Persepsi Risiko Konsumen terhadap Niat Pembeli dalam Model Penjualan Fashion Cross-Platform (TikTok Live-Shopee Checkout) “Queenneed.Id”
DOI:
https://doi.org/10.58192/wawasan.v4i4.5312Keywords:
Consumer Risk Perception, Host Credibility, Purchase Intention, Shopee Checkout, TikTok LiveAbstract
The development of live streaming commerce has encouraged changes in consumer behavior in shopping, especially in the cross-platform fashion sales model that utilizes TikTok Live as a promotional medium and Shopee Checkout as a transaction medium. This study aims to analyze the influence of Host Credibility and Consumer Risk Perception on Purchase Intent on the cross-platform fashion sales model (TikTok Live–Shopee Checkout) in Queenneed.id. This study uses a quantitative method with a descriptive and correlational approach. Sampling was carried out using the purposive sampling technique with a total of 186 respondents. Data was collected through questionnaire deployment using the Likert scale and analyzed using multiple linear regression with the help of IBM SPSS Statistics. The results of the study show that Host Credibility has a positive and significant effect on Purchase Intention, Consumer Risk Perception also has a positive and significant effect on Purchase Intention, and simultaneously both variables have a positive and significant effect on Purchase Intention. An Adjusted R Square value of 0.614 indicates that Host Credibility and Consumer Risk Perception are able to explain 61.4% of the variation in Purchase Intent, while the remaining 38.6% is influenced by other factors outside the study. This study concludes that the success of the TikTok Live–Shopee Checkout cross-platform fashion sales model in Queenneed.id is influenced by the host's ability to build trust and reduce consumer risk perception through the delivery of product information and clear transaction processes.
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