ANALISIS PENGGUNAAN TEKNOLOGI LIVE STREAMING DALAM E-COMMERCE TERHADAP PERILAKU KONSUMEN PEREMPUAN MUDA

Authors

  • Elizabeth Geraldine Sitorus Pane Universitas Advent Indonesia
  • Jay Idoan Sihotang Universitas Advent Indonesia

DOI:

https://doi.org/10.31849/sq8srw36

Keywords:

Live Streaming, E-Commerce, Technologi Acceptance Model, Perilaku Konsumen, Perempuan Muda

Abstract

Fitur live streaming pada platform e-commerce semakin berkembang karena memungkinkan konsumen melihat produk secara langsung dan berinteraksi dengan penjual.Perempuan muda,termasuk mahasiswi Universitas Advent Indonesia,menjadi pengguna aktif fitur ini.Penelitian ini bertujuan untuk mengetahui pengaruh teknologi live streaming terhadap perilaku konsumen perempuan muda dengan menggunakan Technology Acceptance Model (TAM).Penelitian dilakukan secara kuantitatif pada 267 mahasiswi Universitas Advent Indonesia rentang berusia 18-35 tahunyang dipilih menggunakan rumus Slovin.Variabel yang diteliti meliputi Perceived Ease of Use (PEOU),Perceived Usefulness (PU),Attitude Toward Using (A),Behavioral Intention to Use (BI), dan Actual Use (AU),dengan uji validitas (r-hitung >0,361) dan reliabilitas (Cronbach’s Alpha>0,60).Hasil penelitian menunjukkan bahwa persepsi kemudahan dan manfaat berpengaruh signifikan terhadap sikap konsumen,yang kemudian meningkatkan niat serta penggunaan nyata.Penelitian ini menunjukkan bahwa teknologi live streaming memengaruhi perilaku belanja konsumen perempuan muda di e-commerce.

Author Biographies

  • Elizabeth Geraldine Sitorus Pane, Universitas Advent Indonesia

    Mahasiswi S1( First Author), Fakultas Teknologi Informasi

  • Jay Idoan Sihotang, Universitas Advent Indonesia

    Fakultas Teknologi Informasi

References

[1] H. Zhang, ""The Effect of TikTok Live Streaming Shopping on Generation Y and Z Impulse Buying Behaviour: The Example of Indonesia"," Procedia Computer Science, vol. 187, pp. 549-556, 2024.

[2] M. Chandra, " "The Impact of Live Streaming on Purchase Intention in E-Commerce"," Procedia Computer Science, vol. 187, pp. 446-453, 2024.

[3] Q. Wang and R. B. Musa, " "The Impact of E-Commerce Live Streaming on Consumer Purchasing Behavior in the Influencer Economy"," Journal of Management and Applied Science, vol. 16, pp. 102-110, 2024.

[4] Y. Chen, X. Zhang and L. Huang, " "Gen Z’s Purchasing Intention and Behavior in Livestreaming E-Commerce"," Journal of Retailing and Consumer Services, vol. 74, pp. 103-258, 2024.

[5] S. "Metode Penelitian Kuantitatif, Kualitatif, dan R&D," Alfabeta,, 2017.

[6] . S. "Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta,," 2019.

[7] B. White and S. ,Naafs, ""Generasi antara:refleksi tentang studi pemuda Indonesia," Jurnal Studi Pemuda 1.2, pp. 89-106, 2012.

[8] S. N. Izaty, T. Umairo and V. Y. Pratama, "Analisis Determinan Perilaku Dissaving pada Generasi Muda," Jurnal Akuntansi Syariah, vol. 6 No.1, Juni 2025.

[9] Rusli, R. Arianie, T. Meiyuntariningsih and W. E. Warni, " "Perbedaan depresi pasca melahirkan pada ibu primipara ditinjau dari usia ibu hamil."," " Jurnal Insan Media Psikologi , vol. 13.1, 2012.

[10] S. R. G., "Analisis Regresi Linear Berganda dengan SPSS.;Aplikasi Analisis Multivariate dengan Program IBM SPSS 25.," Badan Penerbit Universitas Diponegoro..

[11] A. Mayjeksen and . D. Pibriana, "Technology Acceptance Model (TAM) Untuk Menganalisis," Jurnal Teknik Informatika dan Sistem Informasi , Vols. 7,No.3, pp. 580-592, 2020.

[12] A. Mayjeksen and D. Pibriana, "Technology Acceptance Model (TAM) Untuk Menganalisis Penerimaan Pengguna Terhadap Penggunaan Aplikasi Belanja Online XYZ," Jurnal Teknik Informatika dan Sistem Informasi, Vols. 07,No.3, pp. 580-592, Desember 2020.

[13] . J. W. Creswell, "Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 5th ed.," 2018.

[14] R. A. Firdausiah, "Pembelian Impulsif di Toko TikTok Langsung: Menjelajahi Peran Telepresensi, Kenikmatan, dan Kepercayaan di Kalangan Generasi Z," JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN), vol. 10(1), 2023.

[15] V. N. Khovifah, "Pengaruh Live Shopping dan Flash Sale terhadap Impulsive buying Produk Fashion di TiktokShop pada Generasi Z," JURNAL PARADIGMA Journal of Sociology Research and Education, vol. 6(no 1), 2025.

[16] A. M. Putri, "Pengaruh Interaktivitas dan Social Presence platform terhadap Minat Beli pada Live Stream Online Shopping di E-Commerce," Journal Of Social Science Research, vol. 4 (no.3), 2024.

[17] R. Likert, ""A Technique for the Measurement of Attitudes," Archives of Psychology,," vol. 22(NO 140), pp. 5-55, 1932.

[18] U. Sekaran, . R. Bougie, . J. Wiley and Sons, "Research Methods for Business: A Skill-Building Approach," p. 7 th ed, 2016.

[19] J. F. Hair,, . W. . C. Black, and R. . E. . An, " Multivariate Data Analysis, 8th ed. Boston:".

[20] V. Venkatesh and F. D. Davis, " "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science," vol. 46(no2), pp. 186-204, 2000.

[21] N. K. Malhotra and D. F. Birks, "Marketing Research: An Applied Approach," 2007.

[22] C. J. W, and C. J. D., "Research Design: Qualitative, Quantitative, and Mixed Methods Approaches," 2018.

[23] . D. F. D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly, vol. 13, no. 3, pp. 319-340, 1989.

[24] A. M. Adeoye,, "Review of Sampling Techniques for Education.," ASEAN Journal for Science Education,, Vols. 2,No2, pp. 87-94, 2023.

[25] S. R. Wicaksono, "Teori Dasar Technology Acceptance Model," December 2022.

[26] N. Muliati, "Pengaruh Perceived Usefulness, Perceived Ease Of Use, Attitude Toward Using Dan Behavior Intention To Use Terhadap Actual System Use Dalam Implementasi Teknologi Enterprise Resource Planning (ERP) System (Studi Pada End User ERP System Di PT Semen Gresik)," Jurnal Manajemen dan Inovasi (MANOVA), pp. 31-46, December 2019.

[27] S. Pambudi, "“Pengaruh Perceived Ease of Use, Perceived Usefulness, dan Perceived Enjoyment terhadap Minat untuk terus Menggunakan Aplikasi Investasi di Indonesia”," Journal of Management and Business Review, vol. 21(3), pp. 482-501, 2023.

[28] H. Kristanto,, "“PENGARUH PERCEIVED EASE OF USE, PERCEIVED USEFULNESS, ATTITUDE TOWARD USING DAN SALES PROMOTION TERHADAP REPURCHASE INTENTION TIKET BIOSKOP PENGGUNA APLIKASI TIX-ID,”," JURNAL MANAJEMEN BISNIS DAN KEWIRAUSAHAAN,, Vols. 5,No.3, pp. 226-231, Mei 2021.

[29] E. R. Setyawati, " “PENGARUH PERCEIVED USEFULLNESS, PERCEIVED EASE OF USE TERHADAP BEHAVIORAL INTENTION TO USE DENGAN ATITTUDE TOWARDS USING SEBAGAI," Jurnal Ekobis Dewantara, Vols. 3,No.1, 2020.

[30] N. Muliati, "“pengaruh perceived usefulness, perceived ease of use, attitude toward using dan behavior intention to use terhadap actual system use dalam implementasi teknologi enterprise," “Jurnal Manajemen dan Inovasi (MANOVA),, Vols. 2,Nomor 2, 2019.

[31] . R. M. Tedja, M. Arifin and E. S. Agustian, "Analisis Korelasi Usia Pesawat Airbus A320-200 Terhadap Jumlah Korosi Yang Timbul Menggunakan Metode Korelasi Pearson Product Moment," Jurnal Teknologi Kedirgantaraan.

Downloads

Published

2026-03-28

Issue

Vol. 8 No. 2 (2026): Publikasi artikel ZONAsi: Jurnal Sistem Informasi Periode Mei 2026 (in press)

Section

Articles

License

Copyright (c) 2026 ZONAsi: Jurnal Sistem Informasi

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

CC BY-SA 4.0


Attribution-ShareAlike 4.0

You are free to:

  1. Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
  2. Adapt — remix, transform, and build upon the material for any purpose, even commercially.
  3. The licensor cannot revoke these freedoms as long as you follow the license terms.

Under the following terms:

  1. Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  2. ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
  3. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

Notices:

You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .

No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.

How to Cite

[1]
“ANALISIS PENGGUNAAN TEKNOLOGI LIVE STREAMING DALAM E-COMMERCE TERHADAP PERILAKU KONSUMEN PEREMPUAN MUDA”, zn, vol. 8, no. 2, pp. 396–406, Mar. 2026, doi: 10.31849/sq8srw36.