Pengaruh Fitur Live Streaming E-Commerce terhadap Niat Beli Konsumen Pada UMKM Di Indonesia: Tinjauan Literatur Sistematis
DOI:
https://doi.org/10.29244/mikm.20.2.180-197Keywords:
e-commerce, live streaming, online shopping, purchase intention, systematic literature reviewAbstract
As online shopping trends and competition in the e-commerce sector continue to grow, live streaming has emerged as a promising interactive marketing strategy. This study examines the influence of e-commerce live streaming features on consumer purchase intention through a systematic literature review, analyzing 30 articles published between 2022 and 2024. The objectives of this research are to summarize existing data on the impact of live streaming features on purchase intention, identify the factors influencing the relationship between live streaming and purchase intention, and provide recommendations for Indonesian MSMEs to optimize the use of live streaming. Findings show that China is the dominant research location, with agricultural products being the most frequently studied category. Most studies employed a quantitative approach, particularly using Structural Equation Modeling (SEM). The analysis identified 130 factors affecting consumer purchase intention, which were categorized into ten main themes. Based on these findings, this study recommends that Indonesian MSMEs optimize live streaming by strengthening emotional aspects such as affective trust and psychological distance, as well as leveraging influencer credibility to attract more consumers. In addition, service quality, information quality, and social presence during live streaming sessions play a crucial role in enhancing consumer satisfaction and purchase intention. This study is expected to serve as a strategic reference for MSMEs in maximizing the potential of live streaming as an effective digital marketing tool.
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References
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Chandrruangphen, E., Assarut, N., dan Sinthupinyo, S. 2022. The effects of live streaming attributes on consumer trust and shopping intentions for fashion clothing. Cogent Business & Management, 9(1), 2034238.
Chen, L. R., Chen, F. S., dan Chen, D. F. 2023. Effect of social presence toward livestream e-commerce on consumers’ purchase intention. Sustainability, 15(4), 3571.
Chen, J., Luo, J., dan Zhou, T. 2024. Research on Determinants Affecting Users’ Impulsive Purchase Intention in Live Streaming from the Perspective of Perceived Live Streamers’ Ability. Behavioral Sciences, 14(3), 190.
Chen, Y., Qin, Z., Yan, Y., dan Huang, Y. 2024. The Power of Influencers: How Does Influencer Marketing Shape Consumers’ Purchase Intentions?. Sustainability, 16(13), 5471.
Chen, N., dan Yang, Y. 2023. The role of influencers in live streaming e-commerce: influencer trust, attachment, and consumer purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601-1618.
Dong, X., Zhao, H., dan Li, T. 2022. The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products. Sustainability (Switzerland), 14 (7), 1–13.
Dou, L., dan Li, X. 2024. Examining the influence of technology-enhanced information on purchase of green food in the context of live streaming commerce. NJAS: Impact in Agricultural and Life Sciences, 96(1), 2350583.
El-Gohary H. 2010. E-marketing a literature review from a small businesses perspective. International Journal of Business and Social Science. 1(1):214-244.
Febriyantoro, M. T., Mulyadi, T., Hendrayani, E., Kadir, R. D., Kraugusteeliana, K., Farida Qoriani, H., & Fageh, A. (2024). The role of perception of digital celebrities on live stream shopping intention through social interaction in Indonesia. Cogent Business & Management, 11(1), 2336637.
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Harzing, A. W., dan Alakangas, S. 2016. Google Scholar, Scopus and the Web of Science: a longitudinal and cross-disciplinary comparison. Scientometrics, 106, 787-804.
He, W., dan Jin, C. 2024. A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory. Electronic Commerce Research, 24(2), 1235-1265.
[IPSOS]. 2022. Livestream Selling in Indonesia Market is Growing. [diakses 2024 17 Des]. https://www.ipsos.com/en-id/livestream-selling-indonesia-market-growing
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Ko, H. C., dan Ho, S. Y. 2024. Continued purchase intention in live-streaming shopping: Roles of expectation confirmation and ongoing trust. Cogent Business & Management, 11(1), 2397563.
Kraus, S., Breier, M., Lim, W. M., Dabić, M., Kumar, S., Kanbach, D., dan Ferreira, J. J. 2022. Literature reviews as independent studies: guidelines for academic practice. Review of Managerial Science, 16(8), 2577-2595.
Li, X., Guo, M., dan Huang, D. 2023. The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream. Scientific Reports, 13(1), 3800.
Ling, S., Zheng, C., Cho, D., Kim, Y., dan Dong, Q. 2024. The Impact of Interpersonal Interaction on Purchase Intention in Livestreaming E-Commerce: A Moderated Mediation Model. Behavioral Sciences, 14(4), 320.
Liu, J., dan Zhang, M. 2024. Formation mechanism of consumers' purchase intention in multimedia live platform: a case study of taobao live. Multimedia Tools and Applications, 83(2), 3657-3680.
Lu, Y., He, Y., dan Ke, Y. 2023. The influence of e-commerce live streaming affordance on consumer’s gift-giving and purchase intention. Data Science and Management, 6 (1), 13–20.
Luo, X., Cheah, J. H., Lim, X. J., dan Ng, S. I. 2022. A bibliometric review of user behaviors research in live streaming commerce. Journal of Marketing Advances & Practices, 4(1), 32-49.
Long, J., Zaidin, N., dan Mai, X. 2024. Social media influencer streamers and live-streaming shopping: examining consumer behavioral intention through the lens of the theory of planned behavior. Future Business Journal, 10(1), 80.
Mengist, W., Soromessa, T., dan Legese, G. 2020. Method for conducting systematic literature review and meta-analysis for environmental science research. MethodsX, 7, 100777.
Nuraisah, S., Nadlifatin, R., Subriadi, A. P., dan Gumasing, M. J. J. 2024. Live Streaming Commerce is considered as Shoppertaiment: A Systematic Literature Review. Procedia Computer Science, 234, 1020-1028.
O'brien JA, Marakas GM. 2005. Introduction to Information Systems. New YorkCity (USA) : McGraw-Hill/Irwin.
[Otoritas Jasa Keuangan]. 2022. Penguatan Infrastruktur Digital Dukung E-Commerce Lebih Sustain. [diakses 2024 17 Des]. Tersedia pada: https://www.ojk.go.id/ojkinstitute/id/news/read/855/penguatan-infrastruktur-digital-dukung-e-commerce-lebih-sustain
Pranckute, R. 2021. Web of science (WoS) and scopus: The titans of bibliographic ̇information in today’s academic world. Publications, 9(1), 12.
Qin, C., Zeng, X., Liang, S., dan Zhang, K. 2023. Do live streaming and online consumer reviews jointly affect purchase intention?. Sustainability, 15(8), 6992.
Rungruangjit, W. 2022. What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions. Heliyon, 8(6).
Saptuari ISY, Fadhli M, Surya I. 2017. Penerapan metode UCD (User Centered Design) pada e-commerce Putri Intan Shop berbasis Web. Jurnal Teknologi dan Sistem Informasi (TEKNOSI). 3(2):269. doi:10.25077/TEKNOSI.v3i2.2017.269-278
Shi, R., Wang, M., Qiao, T., dan Shang, J. 2024. The Effects of Live Streamer’s Facial Attractiveness and Product Type on Consumer Purchase Intention: An Exploratory Study with Eye Tracking Technology. Behavioral Sciences, 14(5), 375.
Sirclo. 2020. Jumlah pengguna e-commerce Indonesia di tahun 2020 meningkat pesat. [diakses 2024 17 Des]. https://www.sirclo.com/blog/jumlah-pengguna-e-commerce-indonesia-ditahun-2020-meningkat-pesat/
Song, C., dan Liu, Y.-L. 2021. The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China. 23rd Biennial Conference of the International Telecommunications Society (ITS): “Digital Societies and Industrial Transformations: Policies, Markets, and Technologies in a Post-Covid World,”1–18. http://hdl.handle.net/10419/238054
Song, S., Xu, Y., Ma, B., dan Zong, X. 2024. Understanding How Streamer’s Self-Presentation in E-Commerce Live Streaming Affects Consumers: The Role of Persuasion Knowledge. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 1922-1942.
Wang, W. 2015. Integrated hazard assessment of Cirenmaco glacial lake in.
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., dan Wattenhofer, R. 2022. How live streaming changes shopping decisions in E-commerce: A study of live streaming commerce. Computer Supported Cooperative Work (CSCW), 31(4), 701-729.
Wu, Y., & Huang, H. 2023. Influence of perceived value on consumers’ continuous purchase intention in live-streaming e-commerce—Mediated by consumer trust. Sustainability, 15(5), 4432.
Yang, G., Chaiyasoonthorn, W., dan Chaveesuk, S. 2024. Exploring the influence of live
streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector. Acta Psychologica, 249, 104415.
Yingqing, X., Hasan, N. A. M., dan Jalis, F. M. M. 2024. Purchase intentions for cultural heritage products in E-commerce live streaming: An ABC attitude theory analysis. Heliyon, 10(5).
Yu, Z., dan Zhang, K. 2022. The determinants of purchase intention on agricultural products via public-interest live streaming for farmers during COVID-19 pandemic. Sustainability, 14(21), 13921.
Zhang, P., Chao, C. W. F., Chiong, R., Hasan, N., Aljaroodi, H. M., & Tian, F. 2023. Effects of in-store live stream on consumers’ offline purchase intention. Journal of Retailing and Consumer Services, 72, 103262.
Zhang, H., Zheng, S., dan Zhu, P. 2024. Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13).
Zheng, R., Li, Z., dan Na, S. 2022. How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective. Journal of Retailing and Consumer Services, 68, 103015.
Chandraa, M., Sukmaningsih, D. W., dan Sriwardiningsih, E. 2024. The Impact of Live Streaming On Purchase Intention In Social Commerce In Indonesia. Procedia Computer Science, 234, 987-995.
Chandrruangphen, E., Assarut, N., dan Sinthupinyo, S. 2022. The effects of live streaming attributes on consumer trust and shopping intentions for fashion clothing. Cogent Business & Management, 9(1), 2034238.
Chen, L. R., Chen, F. S., dan Chen, D. F. 2023. Effect of social presence toward livestream e-commerce on consumers’ purchase intention. Sustainability, 15(4), 3571.
Chen, J., Luo, J., dan Zhou, T. 2024. Research on Determinants Affecting Users’ Impulsive Purchase Intention in Live Streaming from the Perspective of Perceived Live Streamers’ Ability. Behavioral Sciences, 14(3), 190.
Chen, Y., Qin, Z., Yan, Y., dan Huang, Y. 2024. The Power of Influencers: How Does Influencer Marketing Shape Consumers’ Purchase Intentions?. Sustainability, 16(13), 5471.
Chen, N., dan Yang, Y. 2023. The role of influencers in live streaming e-commerce: influencer trust, attachment, and consumer purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601-1618.
Dong, X., Zhao, H., dan Li, T. 2022. The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products. Sustainability (Switzerland), 14 (7), 1–13.
Dou, L., dan Li, X. 2024. Examining the influence of technology-enhanced information on purchase of green food in the context of live streaming commerce. NJAS: Impact in Agricultural and Life Sciences, 96(1), 2350583.
El-Gohary H. 2010. E-marketing a literature review from a small businesses perspective. International Journal of Business and Social Science. 1(1):214-244.
Febriyantoro, M. T., Mulyadi, T., Hendrayani, E., Kadir, R. D., Kraugusteeliana, K., Farida Qoriani, H., & Fageh, A. (2024). The role of perception of digital celebrities on live stream shopping intention through social interaction in Indonesia. Cogent Business & Management, 11(1), 2336637.
Fitryani, F., Nanda, A. S., dan Aristyanto, E. 2021. Peran Impulsive Buying Saat Live Streaming Pada Masa Pandemi Covid-19 (Studi Kasus E-Commerce Shopee). Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 6(2), 542–555.http://journal.um-surabaya.ac.id/index.php/Mas/inde
Fu, Y. 2021. Live streaming commerce: a review and prospects. In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) (pp. 2546-2552). Atlantis Press.
Harahap, D. A. 2018. Perilaku Belanja Online Di Indonesia: Studi Kasus. JRMSI -Jurnal Riset Manajemen Sains Indonesia, 9(2), 193–213. https://doi.org/10.21009/jrmsi.009.2.02
Harzing, A. W., dan Alakangas, S. 2016. Google Scholar, Scopus and the Web of Science: a longitudinal and cross-disciplinary comparison. Scientometrics, 106, 787-804.
He, W., dan Jin, C. 2024. A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory. Electronic Commerce Research, 24(2), 1235-1265.
[IPSOS]. 2022. Livestream Selling in Indonesia Market is Growing. [diakses 2024 17 Des]. https://www.ipsos.com/en-id/livestream-selling-indonesia-market-growing
Kadin Indonesia. 2023. Data Statistik UMKM Indonesia. [diakses 2024 17 Des]. https://kadin.id/data-dan-statistik/umkm-indonesia/
[Kementerian Koperasi dan UKM]. 2024. Sinergi UMKM dalam Mengakselerasi Kinerja Perekonomian Nasional. Kementerian Perdagangan. 2024. Perdagangan Digital (E-Commerce) Indonesia Periode 2023. [diakses 2024 17 Des]. Tersedia pada: https://satudata.kemendag.go.id/
Ko, H. C., dan Ho, S. Y. 2024. Continued purchase intention in live-streaming shopping: Roles of expectation confirmation and ongoing trust. Cogent Business & Management, 11(1), 2397563.
Kraus, S., Breier, M., Lim, W. M., Dabić, M., Kumar, S., Kanbach, D., dan Ferreira, J. J. 2022. Literature reviews as independent studies: guidelines for academic practice. Review of Managerial Science, 16(8), 2577-2595.
Li, X., Guo, M., dan Huang, D. 2023. The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream. Scientific Reports, 13(1), 3800.
Ling, S., Zheng, C., Cho, D., Kim, Y., dan Dong, Q. 2024. The Impact of Interpersonal Interaction on Purchase Intention in Livestreaming E-Commerce: A Moderated Mediation Model. Behavioral Sciences, 14(4), 320.
Liu, J., dan Zhang, M. 2024. Formation mechanism of consumers' purchase intention in multimedia live platform: a case study of taobao live. Multimedia Tools and Applications, 83(2), 3657-3680.
Lu, Y., He, Y., dan Ke, Y. 2023. The influence of e-commerce live streaming affordance on consumer’s gift-giving and purchase intention. Data Science and Management, 6 (1), 13–20.
Luo, X., Cheah, J. H., Lim, X. J., dan Ng, S. I. 2022. A bibliometric review of user behaviors research in live streaming commerce. Journal of Marketing Advances & Practices, 4(1), 32-49.
Long, J., Zaidin, N., dan Mai, X. 2024. Social media influencer streamers and live-streaming shopping: examining consumer behavioral intention through the lens of the theory of planned behavior. Future Business Journal, 10(1), 80.
Mengist, W., Soromessa, T., dan Legese, G. 2020. Method for conducting systematic literature review and meta-analysis for environmental science research. MethodsX, 7, 100777.
Nuraisah, S., Nadlifatin, R., Subriadi, A. P., dan Gumasing, M. J. J. 2024. Live Streaming Commerce is considered as Shoppertaiment: A Systematic Literature Review. Procedia Computer Science, 234, 1020-1028.
O'brien JA, Marakas GM. 2005. Introduction to Information Systems. New YorkCity (USA) : McGraw-Hill/Irwin.
[Otoritas Jasa Keuangan]. 2022. Penguatan Infrastruktur Digital Dukung E-Commerce Lebih Sustain. [diakses 2024 17 Des]. Tersedia pada: https://www.ojk.go.id/ojkinstitute/id/news/read/855/penguatan-infrastruktur-digital-dukung-e-commerce-lebih-sustain
Pranckute, R. 2021. Web of science (WoS) and scopus: The titans of bibliographic ̇information in today’s academic world. Publications, 9(1), 12.
Qin, C., Zeng, X., Liang, S., dan Zhang, K. 2023. Do live streaming and online consumer reviews jointly affect purchase intention?. Sustainability, 15(8), 6992.
Rungruangjit, W. 2022. What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions. Heliyon, 8(6).
Saptuari ISY, Fadhli M, Surya I. 2017. Penerapan metode UCD (User Centered Design) pada e-commerce Putri Intan Shop berbasis Web. Jurnal Teknologi dan Sistem Informasi (TEKNOSI). 3(2):269. doi:10.25077/TEKNOSI.v3i2.2017.269-278
Shi, R., Wang, M., Qiao, T., dan Shang, J. 2024. The Effects of Live Streamer’s Facial Attractiveness and Product Type on Consumer Purchase Intention: An Exploratory Study with Eye Tracking Technology. Behavioral Sciences, 14(5), 375.
Sirclo. 2020. Jumlah pengguna e-commerce Indonesia di tahun 2020 meningkat pesat. [diakses 2024 17 Des]. https://www.sirclo.com/blog/jumlah-pengguna-e-commerce-indonesia-ditahun-2020-meningkat-pesat/
Song, C., dan Liu, Y.-L. 2021. The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China. 23rd Biennial Conference of the International Telecommunications Society (ITS): “Digital Societies and Industrial Transformations: Policies, Markets, and Technologies in a Post-Covid World,”1–18. http://hdl.handle.net/10419/238054
Song, S., Xu, Y., Ma, B., dan Zong, X. 2024. Understanding How Streamer’s Self-Presentation in E-Commerce Live Streaming Affects Consumers: The Role of Persuasion Knowledge. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 1922-1942.
Wang, W. 2015. Integrated hazard assessment of Cirenmaco glacial lake in.
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., dan Wattenhofer, R. 2022. How live streaming changes shopping decisions in E-commerce: A study of live streaming commerce. Computer Supported Cooperative Work (CSCW), 31(4), 701-729.
Wu, Y., & Huang, H. 2023. Influence of perceived value on consumers’ continuous purchase intention in live-streaming e-commerce—Mediated by consumer trust. Sustainability, 15(5), 4432.
Yang, G., Chaiyasoonthorn, W., dan Chaveesuk, S. 2024. Exploring the influence of live
streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector. Acta Psychologica, 249, 104415.
Yingqing, X., Hasan, N. A. M., dan Jalis, F. M. M. 2024. Purchase intentions for cultural heritage products in E-commerce live streaming: An ABC attitude theory analysis. Heliyon, 10(5).
Yu, Z., dan Zhang, K. 2022. The determinants of purchase intention on agricultural products via public-interest live streaming for farmers during COVID-19 pandemic. Sustainability, 14(21), 13921.
Zhang, P., Chao, C. W. F., Chiong, R., Hasan, N., Aljaroodi, H. M., & Tian, F. 2023. Effects of in-store live stream on consumers’ offline purchase intention. Journal of Retailing and Consumer Services, 72, 103262.
Zhang, H., Zheng, S., dan Zhu, P. 2024. Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13).
Zheng, R., Li, Z., dan Na, S. 2022. How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective. Journal of Retailing and Consumer Services, 68, 103015.
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2025-10-06
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Pengaruh Fitur Live Streaming E-Commerce terhadap Niat Beli Konsumen Pada UMKM Di Indonesia: Tinjauan Literatur Sistematis. (2025). MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah, 20(2), 180-197. https://doi.org/10.29244/mikm.20.2.180-197
