Pengaruh Perceived Popularity Dan Perceived Interactivity Terhadap Purchase Intention Melalui Attitude Towards Live Streaming (Studi Kasus Pada Produk Kecantikan Lokal)

Pengguna media sosial di Indonesia pada tahun 2017 mencapai 96 juta pengguna. Dan Pada tahun 2022, pengguna media sosial diperkirakan akan mencapai lebih dari 25,3 juta pengguna, atau meningkat lebih dari 30 persen. Menurut data yang dihimpun Statista, Indonesia merupakan negara dengan pengguna TikTok terbesar kedua di dunia. Jumlah penggunanya mencapai 99,07 juta pada April 2022, satu peringkat di bawah Amerika Serikat yang memiliki 136,42 juta pengguna. Pergeseran sistem perdagangan dampak pandemi membuat sistem livestream shopping atau penjualan langsung naik daun. Potensi besar pasar Indonesia menjadi modal bagi strategi marketing ini tumbuh pesat. live streaming memperdalam hubungan antara user dengan brand. Pengguna Tiktok 50% lebih mungkin tertarik pada konten Live streaming. Penelitian ini menggunakan jenis penelitian kualitatif dan kuantitatif dengan melakukan penyebaran kuisioner dan diolah menjadi data angka dengan menggunakan variabel perceived popularity, perceived interactivity, attitude towads Streaming live, purchase intention Metode yang digunakan yaitu Metode Structural Equation Modelling(SEM), Hasil yang diharapkan dari peneltian ini variabel perceived popularity berpengaruh positive terhadap purchase intention, perceived interactivity berpengaruh positive terhadap purchase intention, attitude towads streaming live berpengaruh positive terhadap purchase intention, perceived popularity berpengaruh positive terhadap attitude towads Streaming llive, perceived interactivity berpengaruh positive terhadap attitude towads Streaming live ================================================================================================================================= Social media users in Indonesia in 2017 reached 96 million users. And By 2022, social media users are expected to reach more than 25.3 million users, or an increase of more than 30 percent. According to data compiled by Statista, Indonesia is the country with the second largest TikTok users in the world. The number of users reached 99.07 million in April 2022, one rank below the United States which has 136.42 million users. The shift in the trading system due to the pandemic has made the livestream shopping system or direct sales on the rise. The huge potential of the Indonesian market has become capital for this marketing strategy to grow rapidly. Live Streaming deepens the relationship between users and brands. Tiktok users are 50% more likely to be interested in Live Streaming content. This study uses qualitative and quantitative research types by distributing questionnaires and processing them into numerical data using the variables perceived popularity, perceived interactivity, attitude towads Streaming purchase intention. The method used is the Multiple Linear Regression Method. The expected results from this research are perceived popularity variables that have a positive effect on purchase intention, perceived interactivity have a positive effect on purchase intention, attitude towads Streaming has a positive effect on purchase intention, perceived popularity has a positive effect on attitude towads Streamings, perceived interactivity has a positive effect on attitude towards Streamings