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BIREV: Business and Investment Review Jurnal manajemen dan ekonomi terbaik
Articles
DOI: 10.61292/birev.237
Published: 2026-01-17

Strategi Live Shopping Ritel di Media Sosial: Tinjauan Sistematis Faktor-Faktor Penentu Niat Beli dan Keterlibatan Konsumen

Program Studi Administrasi Bisnis UPN “Veteran” Jawa Timur
Program Studi Administrasi Bisnis UPN “Veteran” Jawa Timur
Program Studi Administrasi Bisnis UPN “Veteran” Jawa Timur
Program Studi Administrasi Bisnis UPN “Veteran” Jawa Timur
Program Studi Administrasi Bisnis UPN “Veteran” Jawa Timur
Live Shopping Purchase Intention Consumer Engagement Interactivity Social Commerce

Abstract

Perkembangan teknologi digital di Indonesia telah mengubah perilaku belanja masyarakat. Live shopping menawarkan demonstrasi produk secara langsung, tanya jawab real time, serta promo eksklusif yang meningkatkan kepercayaan dan minat membeli. Penelitian ini penting dilakukan untuk meninjau secara sistematis faktor-faktor internal, eksternal, psikologis, dan sosial yang mempengaruhi niat beli serta keterlibatan konsumen dalam live shopping di Indonesia. Penelitian ini menggunakan metode tinjauan sistematis (systematic literature review) yang bertujuan menghimpun, mengevaluasi, dan mensintesis berbagai temuan ilmiah mengenai faktor-faktor yang mempengaruhi niat beli dan keterlibatan konsumen dalam strategi live shopping ritel di media sosial. Melalui metode tinjauan sistematis ini, penelitian berupaya menghasilkan gambaran menyeluruh mengenai determinan utama yang membentuk efektivitas live shopping ritel di media sosial Perkembangan live shopping di media sosial telah mengubah pola interaksi antara konsumen dan pelaku ritel. Hasil tinjauan literatur menunjukkan bahwa berbagai faktor seperti interaktivitas, social presence, kredibilitas host, kualitas informasi, hingga mekanisme promosi memiliki pengaruh yang saling berkaitan dalam membentuk keterlibatan dan niat beli konsumen. Interaktivitas host, kehadiran sosial, dan hubungan parasosial menjadi faktor utama yang membentuk keterlibatan serta niat beli konsumen. Konsumen tidak hanya menilai kualitas produk, tetapi juga merespons cara host menyampaikan informasi, menjawab pertanyaan, dan membangun kedekatan emosional. disarankan agar pelaku bisnis yang memanfaatkan live shopping meningkatkan kualitas interaksi host melalui komunikasi yang responsif, personal, dan menarik..

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How to Cite

Putri, V. E., Yoghananda Dec’Caprio, Remus Yosias N. Simanjuntak, Mitha Monika Yarangga, & Rusdi Hidayat Nugroho. (2026). Strategi Live Shopping Ritel di Media Sosial: Tinjauan Sistematis Faktor-Faktor Penentu Niat Beli dan Keterlibatan Konsumen. Business and Investment Review, 4(1). https://doi.org/10.61292/birev.237