PENGARUH KARAKTERISTIK HOST LIVE COMMERCE TERHADAP NIAT PEMBELIAN KONSUMEN MELALUI PERAN MEDIASI PENGALAMAN KONSUMEN

Hurrin Nabila Rafika Rahmah; Budi Sutiono Pratama Nugraha

doi:10.47329/jurnalmbe.v12i2.1945

Authors

Hurrin Nabila Rafika Rahmah Universitas Nahdlatul Ulama Yogyakarta
Budi Sutiono Pratama Nugraha Universitas Nahdlatul Ulama Yogyakarta

DOI:

https://doi.org/10.47329/jurnalmbe.v12i2.1945

Keywords:

Consumer Experience, Expertise, Host Characteristics, Live Commerce, Purchase Intention, Responsiveness

Abstract

The development of live commerce has transformed online shopping activities to be more interactive and experience-based. Host characteristics, such as expertise, responsiveness, and human resemblance, play a role in shaping consumer experience and purchasing tendencies. This study aims to analyze the influence of host characteristics on purchase intent and test the role of consumer experience as a mediating variable. The study uses a quantitative approach with an explanatory design and a cross-sectional survey of 150 live commerce users selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Experience had the strongest positive influence on purchase intention. The indirect influence of responsiveness through experience was 0.245 and expertise was 0.119, while human similarity was 0.025. The results of PLS-Predict also showed good predictive ability. The findings confirm the importance of consumer experience in driving purchase intent on live commerce.

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