Analisis Minat Belanja Mahasiswa Universitas Internasional Batam Selama Live Streaming dengan Pendekatan Model Technology Acceptance Model: Analysis of Shopping Interest of Batam International University Students During Live Streaming with Technology Acceptance Model Approach

Yuliana Yuliana; Fredian Simanjuntak; Jimmy Pratama

doi:10.57152/malcom.v5i2.1847

Authors

Yuliana Yuliana Universitas Internasional Batam
Fredian Simanjuntak Universitas Internasional Batam
Jimmy Pratama Universitas Internasional Batam

DOI:

https://doi.org/10.57152/malcom.v5i2.1847

Keywords:

Live Streaming, Minat Belanja, Pemasaran Digital, Technology Acceptance Model, Usaha Kecil Menengah

Abstract

Dalam era digital, live streaming telah menjadi salah satu strategi pemasaran yang berkembang pesat, terutama di platform e-commerce seperti Shopee Live dan TikTok Live di Universitas Internasional Batam (UIB). Penelitian ini bertujuan untuk menganalisis minat belanja mahasiswa Universitas Internasional Batam selama live streaming, dengan menggunakan pendekatan Model Technology Acceptance Model (TAM). Mahasiswa merupakan segmen konsumen yang unik karena mereka memiliki karakteristik berbeda dari kelompok usia lainnya, seperti keterbatasan anggaran, kebiasaan belanja yang berbasis digital, serta kepercayaan terhadap platform online. Oleh karena itu, penting untuk memahami faktor-faktor yang memengaruhi minat belanja mereka saat live streaming. Hal ini cukup penting terutama di Universitas Internasional Batam karena mahasiswa di Universitas Internasional Batam mayoritas sangat mampu, akan tetapi lebih memilih untuk menyisihkan pendapatannya untuk membayar keperluan apa adanya sehingga minat belanjanya cenderung rendah. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan akan dianalisis dengan regresi linear untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa kegunaan dan kemudahan penggunaan berpengaruh signifikan terhadap sikap terhadap e-commerce. Selain itu, privasi ditemukan berpengaruh terhadap keamanan. Penelitian ini juga memberikan rekomendasi bagi Usaha Kecil Menengah (UKM) untuk mengoptimalkan strategi pemasaran dengan memanfaatkan live streaming secara lebih efektif, khususnya dalam meningkatkan keterlibatan dan pengalaman konsumen.

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