Factors Driving Consumers to Purchase Elzatta Products on TikTok Live Shopping: A Stimulus–Organism–Response Theory Perspective
Keywords:
Content Marketing, Purchase Decision, Purchase Intention, ReligiousityAbstract
This research aims to examine how online customer reviews and interactive content marketing of Elzatta’s products during TikTok Live Shopping sessions influence consumer purchase decisions, using the Stimulus–Organism–Response (S-O-R) theory as a conceptual framework. In this model, purchase intention serves as a mediating variable between external stimuli (content marketing, customer reviews, and religiosity) and the behavioral response (purchase decision). The study involved 157 respondents, selected through purposive sampling, and data were collected via an online questionnaire targeting Elzatta consumers in Purwokerto who actively follow or purchase through TikTok live sessions. The analysis of the data utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SmartPLS 4 software. The findings reveal that content marketing and purchase intention have a positive and significant effect on purchase decisions. However, online customer reviews show no significant influence, and religiosity demonstrates a negative impact on purchase decisions. Additionally, purchase intention does not mediate the effects of content marketing, customer reviews, or religiosity on purchase decisions, suggesting that direct factors such as personal values and perceived content quality play a more crucial role in shaping consumer behavior in this context.
References
Adilla, P., & Hendratmoko, C. (2023). Pengaruh Brand Image, Harga, Kualitas Produk dan Content Marketing terhadap Keputusan Pembelian Barang Thrift melalui Instagram di Solo Raya. Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 455–466. https://doi.org/10.36441/snpk.vol2.2023.152
Agesti, N., Ridwan, M. S., & Budiarti, E. (2021). The Effect of Viral Marketing, Online Customer Review, Price Perception, Trust on Purchase Decisions with Lifestyle as Intervening Variables in the Marketplace Shopee in Surabaya City. International Journal of Multicultural and Multireligious Understanding, 8(3), 496–507. https://doi.org/10.18415/ijmmu.v8i3.2526
Al Hafizi, N. A., & Ali, H. (2021). Purchase Intention and Purchase Decision Model: Multi Channel Marketing and Discount on Medcom.id Online News Portal. Dinasti International Journal of Digital Business Management, 2(3), 460.
Alena, V. N., & Hasanah, Y. N. (2023). Analysis of Online Customer Review on Purchase Decisions with Customer Trust as Intervening. Almana : Jurnal Manajemen Dan Bisnis, 7(2), 201–211. https://doi.org/10.36555/almana.v7i2.1791
Anisah, A., Habrianto, H., & Sucipto, S. (2023). Pengaruh Kualitas Pelayanan, Religiusitas, dan Persepsi terhadap Keputusan Menjadi Nasabah dengan Minat Sebagai Variabel Moderating. Journal of Comprehensive Islamic Studies, 2(1), 87–110.
Arista, M., & Nizam, A. (2023). Pengaruh Religiusitas, Inovasi Produk, dan Kepuasan Konsumen terhadap Minat Beli Ulang Korean Food di Gapyeong Banda Aceh. JURNAL ILMIAH MAHAISISWA EKONOMI ISLAM, 5(2).
Asnawati, Nadir, M., Wardhani, W., & Setini, M. (2022). The Effects of Perceived Ease of Use, Electronic Word of Mouth and Content Marketing on Purchase Decision. International Journal of Data and Network Science, 6(1), 81–90.
Azzahra, Afwa, A., & Moniko. (2024). The Influence of Influencer Marketing and Online Customer Reviews on Purchase Intention Through the Perceived Value of Cosmetic Products on Tiktok Shop (An Empirical Study on Students in the City of Pekanbaru). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 1487–1502.
Azzahra, F. D., Suherman, & Rizan, M. (2021). Pengaruh Social Media Marketing dan Brand Awareness Terhadap Purchase Intention serta Dampaknya pada Purchase Decision: Studi pada Pengguna Layanan Online Food Delivery di Jakarta. Jurnal Bisnis, Manajemen, Dan Keuangan, 2(3), 874–890.
Beddu, M., Nurbakti, R., & Muin, S. A. R. (2022). Pengaruh Ekuitas Merek dan Minat Beli terhadap Keputusan Pembelian Kaos Polo T-Shirt pada PT. Kaos’Ta Sukses Mulia Kota Parepare. Amsir Management Journal, 2(2), 89–94.
Budiwinarto, A. (2023, October 27). Pasar Fashion Muslim Terbuka Lebar, Brand Lokal yakin Penjualan hingga 300 Persen. OKEZONE Lifestyle.
Cahyaningtyas, R., & Wijaksana, T. I. (2021). The Influence of Product Reviews and Marketing Content on Tiktok on Scarlett Whitening by Felicya Angelista Purchasing Decisions. E-Proceeding of Management, 8(5), 6488–6498. www.mediaindonesia.com
Cao, J., Zhong, L., Liu, D., Zhang, G., & Shang, M. (2024). Offense and defense between streamers and customers in live commerce marketing: Protection motivation and information overload. PLoS ONE, 19(9). https://doi.org/10.1371/journal.pone.0305585
Chen, L., Gao, H., Memon, H., Liu, C., Yan, X., & Li, L. (2024). Influence Mechanism of Content Marketing for Fashion Brand Culture on Consumers’ Purchase Intention Based on Information Adoption Theory. SAGE Open, 14(2).
Chusna, A. F. F., & Mustofa, R. H. (2024). Pengaruh Religiusitas, Norma Subjektif, dan Harga Produk terhadap Keputusan Pembelian Kosmetik Halal ditinjau dari Purchase Intention. Ekonomis: Journal of Economics and Business, 8(1), 551.
Dermawan, E., Sanjaya, A., & Wediawati, T. (2022). The Effect of Social Media Marketing and Brand Awareness on Purchase Decisions through Purchase Intention in Kopiria. Pinisi Discretion Review, 6(1), 37–44.
Dewi, A. K., & Artanti, Y. (2020). Peran Online Costumer Review, City Image dan Perceived Price terhadap Purchace Intention pada Wisata Kuliner Surabaya. Jurnal Manajemen Dan Keuangan, 9(1), 88–100.
Dewi, S. K., & Tarigan, A. A. (2022). Pengaruh Religiusitas, Risiko, Penanganan Keluhan Konsumen terhadap Keputusan Penggunaan Shopee Paylater dengan Minat sebagai Variabel Intervening. Jurnal Ilmiah Manajemen Bisnis dan Inovasi, 9(3).
Elvinayanti, L. P., Wimba, I. G. A., & Premayani, N. W. W. (2024). Pengaruh Content Marketing Penggunaan TikTok terhadap Keputusan Pembelian pada Shopee dimediasi Minat Beli Konsumen di Kota Denpasar. Widya Amrita: Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 4(2), 212–220.
Fahrozi, R., Rahmawati, D., Muldani, V., & Saddam, M. (2022). The influence of online customer review on trust and its implications for purchasing decisions on the Tokopedia marketplace. Jurnal Pemikiran Ilmiah Dan Pendidikan Administrasi Perkantoran, 9(1).
Faradita, T., & Putra, F. I. F. S. (2024). The Influence Of Celebrity Endorsers, Content Marketing, And Product Quality On Purchasing Decisions For Skintific Products (Study On Skintific Product Users In Semarang City). BEJAM, 2(3), 146–156.
Fitria, S., & Artanti, Y. (2020). Pengaruh Religiusitas dan Kelompok Referensi Terhadap Keputusan Pembelian. BISNIS: Jurnal Bisnis Dan Manajemen Islam, 8(1).
Fitriani, A. (2023). Pengaruh Label Halal Terhadap Minat Beli Obat Bebas dengan Religiusitas sebagai Variabel Moderasi (Studi Kasus Masyarakat Kota Bandung). Journal of Educational and Cultural Studies (JECS), 2(2).
Ghoni, M. A., & Soliha, E. (2022). Pengaruh Brand Image, Online Customer Review danPromotion Terhadap Keputusan Pembelian Pada MarketplaceShopee. Jurnal Mirai Management, 7(2), 14–22. https://doi.org/10.37531/mirai.v7i2.2007
Ghozali, I. (2014). tural Equation Modeling Metode Alternatif dengan Partial Least Square (PLS) Edisi 4. Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd Ed). Sage Publications.
Herman, Maszudi, E., Hamid, R. S., Dewintari, P., & Aulia, A. (2023). Peran Influencer Marketing Online Customer Review dan Content Marketing dalam Keputusan Pembelian Pada Sosial Instagram. Jesya, 6(2), 1348–1358.
Huda, I. U., Karsudjono, A. J., & Darmawan, R. (2021). Pengaruh Content Marketing Dan Lifestyle Terhadap Keputusan Pembelian Pada Usaha Kecil Menengah Di Media Sosial. Al-KALAM JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN, 8(1), 32.
Ilham, M., & Firdaus. (2020). Analisis Hubungan Islamic Branding dan Religiusitas terhadap Keputusan Pembelian. PERADA, 3(1), 29–48. https://doi.org/10.35961/perada.v3i1.56
Iriani, N. I., Sasongko, T., & Murti, N. D. (2022). Pengaruh Content Marketing dan Personal Selling terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening pada Meteor Cell Malang. Jurnal Ilmu Manajemen Dan Akutansi, 10(2), 68–76.
Isa, M., Lubis, H. A., & Lubis, I. S. (2020). Pengaruh Religiusitas dan Lokasi Terhadap Keputusan Pembelian Konsumen pada Rahmat Syariah Swalayan City Walk Padangsidimpuan. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 3(1), 1–15.
Istiqomah, L., & Usman. (2021). Pengaruh Online Customer Review, Kepercayaan, dan Persepsi Risiko terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Intervening. Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 1(1), 76–88.
Jamalia, B. (2023). Pengaruh Religiusitas, Harga dan Kualitas Terhadap Keputusan Pembelian Produk Halal. Wasathiyah: Jurnal Studi Keislaman, 4(1).
Jaya, S. L., & Heryjanto, A. (2023). The Influence of Price, Service Quality, and Product Quality on Purchase Decisions Mediated by Purchase Intention (Empirical Study: Kriss Store Consumers in Tangerang Regency). Journal Research of Social Science, Economics, and Management, 03(3), 798–823.
Larasati, & Purmono, B. B. (2023). The Influence of Content Marketing, Online Customer Reviews, and Ratings on Purchase Intention through Brand Image as a Mediating Variable. JEMBA: Journal of Economics, Management, Business and Accounting, 1(3).
Lestari, I., & Maharani, M. (2023). Investigating the Effect of Customer Reviews and Online Customer Ratings on Purchase Intention: Mediating Role of Word of Mouth. International Journal of Finance, Economics and Business, 2(4), 313–321.
Lestari, W., Lukitaningsih, A., & Hutami, L. T. H. (2022). Pengaruh Online Customer Review, Online Customer Rating, dan Price Consciousness terhadap Keputusan Pembelian. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(6), 2358–2368.
Lisdiani, N. L. I., & Annisa, A. A. (2022). Pengaruh Harga, Kualitas Produk dan Pengetahuan Halal terhadap Keputusan Pembelian Produk Fiesta Chicken Nugget dengan Minat Beli sebagai Variabel Intervening. Journal of Sharia and Economic Law, 2(1), 79–91.
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information and Management, 58(7).
Lutviari, H. W., Widodo, A., Silvianita, A., & Rubiyanti, N. (2024). Analysis of Factors Affecting Impulse Buying on Shopee and TikTok Live Shopping Platforms: A Conceptual Paper. International Journal of Integrative Sciences, 3(5), 403–414.
Maulida, I., Purwanto, H., & Apriyanti. (2022). Pengaruh Kepercayaan dan Online Customer Review terhadap Keputusan Pembelian pada Marketplace Tokopedia dengan Minat Beli sebagai Variabel Intervening. Seminar Inovasi Manajemen Bisnis Dan Akuntansi 4.
Meliani, A., Kosim, A. M., & Hakiem, H. (2021). Pengaruh Religiusitas, Gaya Hidup, dan Harga terhadap Keputusan Pembelian Produk Busana Muslim di Marketplace. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 2(3), 174–186.
Miratunnisa, Irma Mardian, & Ita Purnama. (2023). Religiusitas Dan Kualitas Produk Terhadap Minat Beli Produk Wardah Di Kota Bima. Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen, 2(3), 330–346. https://doi.org/10.30640/inisiatif.v2i3.1548
Misbakhudin, A., & Komaryatin, N. (2023). Content Marketing, Live Streaming, and Online Customer Reviews on Fashion Product Purchase Decisions. Iqtishaduna, 12(2).
Mukarromah, U., Sasmita, M., & Rosmiati, L. (2022). Pengaruh Konten Marketing dan Citra Merek Terhadap Keputusan Pembelian dengan Dimediasi Minat Beli pada Pengguna Aplikasi Tokopedia. Master: Jurnal Manajemen Strategik Kewirausahaan, 2(1), 73–84.
Novia, A., Zikrul, M., Sevia, A., Putri, A., Pratama, V. A., Fatimah, T., Mayada, & Ihwan, S. (2020). Pengaruh Tingkat Harga, Lokasi, Promosi, dan Religiusitas terhadap Minat Beli Masyarakat pada Minimarket Kota Padang. JEBI, 5(2).
Nur Afifah, S., & Rusnani. (2024). The Influence of Price, Product Quality, and Content Marketing, on Purchasing Decisions in Tiktok Shop E-Commerce. Nomico, 1(4), 64–71.
Nurrokhim, A., & Widyastuti, E. (2021). Pengaruh Social Media Marketing, Online Customer Review, dan Religiusitas terhadap Keputusan Pembelian Konsumen Shopee di Masa Pandemi Covid-19 dengan Minat Beli sebagai Variabel Intervening. Journal of Management and Digital Business, 1(2), 122–134.
Parastika, P., Hartini, T., & Amri, U. (2021). Pengaruh Religiusitas dan Pengetahuan terhadap Keputusan Menabung di Bank Syariah dengan Minat Sebagai Variabel Intervening. Jurnal Intelektualita: Keislaman, Sosial Dan Sains, 10(1), 177–187.
Pardede, E. S. M., Ginting, P., & Rini, E. S. (2023). The Influence of Online Customer Review and Online Customer Rating on Purchase Decisions through Consumer Trust in Fore Coffee Products at Sun Plaza Medan. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration, 3(4).
Pasaribu, A. F. (2023). Pengaruh Content Marketing, Viral Marketing dan Influencer Terhadap Minat Beli Produk Skincare pada Mahasiswa. ECOBISMA, 10(2).
Pratama, R. Y., Yuliati, L., & Susanto, A. B. (2023). Pengaruh Religiusitas Citra Merek dan Bauran Pemasaran terhadap Minat Beli Produk Kecantikan Wardah. IJABAH: Indonesian Journal of Sharia Economics, Business and Halal Studies, 1(2).
Prayuda, R. Z. (2024). Investigating The Role of Marketing Content and Brand Image on Purchasing Decisions Mediated by Purchase Interest in Shop Online Users. Universal Journal of Science and Technology, 3(2).
Putra, J. E., Permana, U., Fatmawati, E. R., Supriyanto, W., & Noraga, G. B. (2024). The Influence Of Marketing Content On Purchasing Decisions With Electronic-Word Of Mouth As A Moderating Variable. INNOVATIVE, 4(3), 17459–17468.
Putri, F., & Hendratmi, A. (2022). Pengaruh Celebrity Endorser dan Content Marketing terhadap Purchase Intention Fashion Muslim. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(5), 672–680. https://doi.org/10.20473/vol9iss20225pp672-680
Rahmat, Okspendri, C., & Sanjaya, V. F. (2022). Pengaruh Literasi Halal dan Religiusitas Terhadap Minat Pembelian Produk Berlabel Halal pada Mahasiswa UIN Raden Intan Lampung. Jurnal TAUJIH Jurnal Ekonomi Syari’ah, 4(1).
Regina, R., Rini, E. S., & Sembiring, B. K. F. (2021). The Effect of Online Customer Review and Promotion through E-Trust on the Purchase Decision of Bukalapakin Medan City. International Journal of Research and Review, 8(8), 236–243.
Rivaldi, R., Wibowo, S. N., & Misbak. (2024). The Influence of Tiktok Live Streaming, Content Marketing on The Decision to Purchase Nike Shoes in FEB UGJ Studdents. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(2), 3541–3557.
Sagita, A. N. A., Natalia, I., Lituhayu, M., Napsiah, T., Putri, T. N., & Hendayana, Y. (2024). Pengaruh Konten Marketing dan Citra Merek terhadapKeputusan Pembelian dengan Dimediasi Minat Beli pada Pengguna Aplikasi Shopee. Jurnal Manajemen Kreatif Dan Inovasi, 2(1), 312–325.
Saputra, F., & Mahaputra, M. R. (2022). Relationship of Purchase Interest, Price and Purchase Decisions to IMEI Policy (Literature Review Study). Journal of Law, Politic and Humanities, 2(2), 66–75. https://doi.org/10.38035/jlph.v2i2.76
Setyawati, H. A. (2021). Pengaruh Pengetahuan Produk dan Religiositas terhadap Keputusan Pembelian dengan Sikap sebagai Variabel Intervening. Accounting and Management Journal, 5(1), 39–46. https://doi.org/10.33086/amj.v5i1.2047
Simorangkir, M., & Hikmah. (2024). The Influence of Content Marketing, Online Customer Reviews, and Cash on Delivery on Consumer Purchasing Decisions at Tiktok Shop in Batam City. J-MAS (Jurnal Manajemen Dan Sains), 9(1), 579.
Siregar, E. N., Pristiyono, P., & Ihsan, M. A. Al. (2023). Analysis of Using Tiktok as Live Marketing in Attracting Consumers’ Interest in Buying. Quantitative Economics and Management Studies, 4(3), 453–463. https://doi.org/10.35877/454ri.qems1633
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (1st ed.). Alfabeta.
Suryawan, T. G. A. W. K., Sumerta, I. K., Vatara, I. G. A., & Abdullah, S. (2022). The Impact of Online Reviews and Ratings toward Shopee’s Customer Purchase Intention in Gianyar Regency. JBTI : Jurnal Bisnis : Teori Dan Implementasi, 13(3), 176–192.
Susetyo, B., & Cahyadi, N. (2023). Pengaruh Kemudahan Penggunaan, Keamanan Transaksi dan Online Customer Review terhadap Keputusan Pembelian dan Minat Untuk Membeli sebagai Variable Intervening. INNOVATIVE, 3(3), 6342–6356.
Suwarno, W., & Priantina, A. (2024). Pengaruh Pengetahuan, Sikap, dan Religiusitas Terhadap Minat Beli Produk Fashion Kulit Halal. Jurnal Administrasi Bisnis (JAB, 14(1).
Suyanto, A. M. A., & Dewi, D. G. (2023). Marketing Mix on Purchase Intention and its Impact on the Decision to Purchase Somethinc Products. International Journal of Professional Business Review, 8(10).
Syaharni, D. S., & Kesumahati, E. (2023). Factors Influencing Indonesian Skincare Purchase Decision Using Korean Brand Ambassador with Purchase Intention as Intervening Variable. Almana : Jurnal Manajemen Dan Bisnis, 7(3), 540–555.
Tonda, F., Ali, H., & Khan, M. A. (2024). Pengaruh Promosi dan Online Customer Reviews terhadap Keputusan Pembelian melalui Minat Beli (Literature Review Manajemen Pemasaran). 2(3). https://doi.org/10.38035/jmpd.v2i3
Ustanti, M., Inayah, N., & Yahya, U. (2022). Pengaruh Kesadaran Halal dan Religiusitas terhadap Minat Membeli pada Produk Makanan di Toko “Rizquna” Blokagung Karangdoro Banyuwangi. Jurnal Ekonomi Syariah Darussalam, 3(1), 2745–8407.
Vergian, A. L., & Jadmiko, P. (2023). Religiusitas, Kesadaran Halal, Sertifikasi Halal dan Product Ingredient dalam Mempengaruhi Minat Pembelian Konsumen Muslim. Istithmar : Jurnal Studi Ekonomi Syariah, 7(2).
Virawati, E., & Samsuri, A. (2020). Pengaruh Store Image, Online Customer Review dan Promosi terhadap Keputusan Pembelian pada Marketplace Shopee dengan Minat Beli sebagai Variabel Intervening. Buletin Bisnis & Manajemen, 6(2), 100–107.
Wahyuni, S., & Saifudin. (2023). Pengaruh Content Marketing, Viral Marketing dan Spiritual Marketing Terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Intervening (Studi kasus pada konsumen Rocket Chicken di Salatiga). Al-Muraqabah: Journal of Management and Sharia Business, 3(1), 133–155.
Waluyo, A., & Trishananto, Y. (2022). Customer Review dan Influencer terhadap Keputusan Pembelian dengan Variabel Minat Beli sebagai Variabel Intervening. Srikandi: Journal of Islamic Economics and Banking, 1(2), 103–112.
Wati, F. S. (2021). Pengaruh Islamic Branding dan Religiusitas Terhadap Keputusan Pembelian Produk HNI-HPAI Halal Mart. Al-Sharf Jurnal Ekonomi Islam, 23.
Widuri, I. L., MS, M., & Ramelan, M. R. (2022). The Effect of Online Customer Review and E-Service Quality on Consumer Purchase Decisions on the Marketplace Shopee in Bandar Lampung. International Journal of Regional Innovation, 2(3), 29–33.
Wulandari, S. (2021). Pengaruh Label Halal dan Religiusitas terhadap Keputusan Pembelian (Studi Kasus Konsumen Indomie di Sidoarjo). JMD, 4(1).
Yaakop, A. Y., Hafeez, H. M., Faisal, M. M., Munir, M., & Ali, M. (2021). Impact of Religiosity on Purchase Intentions towards Counterfeit Products: Investigating The mediating Role of Attitude and Moderating Role of Hedonic Benefits. Heliyon, 7(2).
Yang, Q. (2021). The Influence of Internet Celebrity Women Clothing Brand ContentMarketing on Consumer Purchase Intention in Southwest China. Learning & Education, 10(6), 103–104. https://doi.org/10.18282/l-e.v10i6.2819
Yulistiyani, N., Afwa, A., & Puspita, A. (2024). Pengaruh Promo Gratis Ongkos Kirim dan Online Customer Review terhadap Keputusan Pembelian pada Event Tanggal Kembar Shopee di Pekanbaru. Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 18(1), 20. https://doi.org/10.35931/aq.v18i1.2971
Yuliza, L. (2021). Trend Berpakaian Masa Kini Mengubah Fungsi Busana Muslimah di Kalangan Wanita Muslim. GUAU: Jurnal Pendidikan Profesi Guru Agama Islam, 1(1).
Zhang, W. K. (2023). The Effect of Live Commerce to Increase Consumer’s Purchase Intention: The Case of China. Journal of Distribution Science, 21(12), 103–111. https://doi.org/10.15722/jds.21.12.202312.103
Published
How to Cite
Issue
Section
Citation Check
License
The copyright of the article fully belongs to the Jurnal Ilmiah Ekonomi Islam and publishing rights belong entirely to LPPM STIE AAS Surakarta
This work is licensed under a Creative Commons Attribution 4.0 International License.