PENGARUH E-WOM TERHADAPA EFEKTIVITAS LIVE STREAMING: MODERASI PERSEPSI NILAI PRODUK PADA KONSUMEN PEREMPUAN
DOI:
https://doi.org/10.24843/BSE.2026.v31.i01.p04Kata Kunci:
E-WOM, Live streaming, Persepsi Nilai Produk; Peringkat, Ulasan, Product Value Perception; Rating, ReviewAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth melalui ulasan dan rating toko terhadap efektivitas live streaming shopping, serta menilai peran persepsi nilai produk sebagai variabel quasi moderasi. Data dikumpulkan dengan survei online cross sectional terhadap mahasiswi pengguna e-commerce di Kota Maumere. Data penelitian dianalisis dengan regresi linear berganda menggunakan SPSS 26. Hasil penelitian menunjukkan bahwa ulasan berpengaruh negatif terhadap efektivitas live streaming, sedangkan rating toko berpengaruh positif terhadap efektivitas live streaming. Sementara itu, persepsi nilai produk tidak terbukti berpengaruh secara langsung terhadap efektivitas live streaming. Pengujian moderasi menunjukkan bahwa persepsi nilai produk mampu memperkuat hubungan antara ulasan dan efektivitas live streaming, namun tidak mampu memoderasi hubungan antara rating toko dan efektivitas live streaming. Implikasi penelitian ini menekankan pentingnya pengelolaan kualitas ulasan dan strategi peningkatan nilai produk dalam meningkatkan efektivitas pemasaran melalui live streaming.
This study aims to analyze the effect of electronic word of mouth through store reviews and ratings on the effectiveness of live streaming shopping, as well as to assess the role of product value perception as a quasi-moderating variable. Data were collected through a cross-sectional online survey of female e-commerce users in Maumere City. The research data were analyzed using multiple linear regression with SPSS 26. The results show that reviews have a negative effect on the effectiveness of live streaming, while store ratings have a positive effect on the effectiveness of live streaming. Meanwhile, product value perception has no direct effect on the effectiveness of live streaming. Moderation testing shows that perceived product value can strengthen the relationship between reviews and live streaming effectiveness, but cannot moderate the relationship between store ratings and live streaming effectiveness. The implications of this study emphasize the importance of managing review quality and product value enhancement strategies in improving marketing effectiveness through live streaming.
Referensi
Aditya, F., & Sirojudin, D. A. (2025). The Influence of Tiktok Live streaming and Content Marketing on Intention to Purchase Streetwear Products. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 4311–4325. https://doi.org/https://doi.org/10.31538/iijse.v8i2.6233
Ahn, Y., & Lee, J. (2024). The Impact of Online Reviews on Consumers’ Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal. Journal of Theoretical and Applied Electronic Commerce Research , 19(2), 1060–1078. https://doi.org/10.3390/jtaer19020055
AlSokkar, A. A. M., Law, E. L. C., AlMajali, D. A., Al-Gasawneh, J. A., & Alshinwan, M. (2024). An Indexed Approach for Expectation-Confirmation Theory: A Trust-based model. Electronic Markets, 34(1). https://doi.org/10.1007/s12525-024-00694-3
Ashraf, M., Ahmad, J., Hamyon, A. A., Sheikh, M. R., & Sharif, W. (2020). Effects of post-adoption beliefs on customers’ online product recommendation continuous usage: An extended expectation-confirmation model. Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1735693
Astuti, N. P., & Susila, I. (2022). Influence Analysis of Customer Ratings Reviews Online, Free Shipping Promotion and Discount Promotion on Purchasing Decisions in E-Commerce. Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022). https://doi.org/10.2991/aebmr.k.220602.006
Baker, M. J., & Hashimoto, B. (2024). Expression of Customer (Dis)satisfaction in Online Restaurant Reviews: The Relationship Between Adversative Connective Constructions and Star Ratings. International Journal of Business Communication, 61(1). https://doi.org/10.1177/23294884231200245
Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2024). Customer Perceived Value: A Comprehensive Meta-analysis. Journal of Service Research, 27(4). https://doi.org/10.1177/10946705231222295
Camilleri, M. A., & Filieri, R. (2023). Customer satisfaction and loyalty with online consumer reviews: Factors affecting revisit intentions. International Journal of Hospitality Management, 114. https://doi.org/10.1016/j.ijhm.2023.103575
Changchit, C., Klaus, T., & Treerotchananon, A. (2021). Using Customer Review Systems to Support Purchase Decisions: A Comparative Study between the U.S. And Thailand. In Journal of Global Information Management (Vol. 29, Issue 6). https://doi.org/10.4018/JGIM.20211101.oa51
Chen, T., Samaranayake, P., Cen, X. Y., Qi, M., & Lan, Y. C. (2022). The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.865702
Craciun, G., Zhou, W., & Shan, Z. (2020). Discrete emotions effects on electronic word-of-mouth helpfulness: The moderating role of reviewer gender and contextual emotional tone. Decision Support Systems, 130, 113226. https://doi.org/10.1016/J.DSS.2019.113226
Das, R., Ahmed, W., Sharma, K., Hardey, M., Dwivedi, Y. K., Zhang, Z., Apostolidis, C., & Filieri, R. (2024). Towards the development of an explainable e-commerce fake review index: An attribute analytics approach. European Journal of Operational Research, 317(2), 382–400. https://doi.org/10.1016/J.EJOR.2024.03.008
Dong, H., Park, K. K. cheon, & Kim, J. M. (2025). The Role of Product Type in Online Review Generation and Perception: Implications for Consumer Decision-Making. Journal of Theoretical and Applied Electronic Commerce Research , 20(2), 1–21. https://doi.org/10.3390/jtaer20020135
Fernandes, S., Panda, R., Venkatesh, V. G., Swar, B. N., & Shi, Y. (2022). Measuring the impact of online reviews on consumer purchase decisions – A scale development study. Journal of Retailing and Consumer Services, 68. https://doi.org/10.1016/j.jretconser.2022.103066
Fitriyani, N. I., Susanto, H., & Rumna, R. (2024). The Influence Of Customer Reviews And Customer Ratings On Purchasing Decisions For Beauty Products Garnier Micellar Water In Tiktok Shop. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1191–1202. https://doi.org/10.37641/jimkes.v12i4.2611
Hanaysha, J. R., Shriedeh, F. B., & Gulseven, O. (2025). Impact of website quality, product assortment, customer reviews, and perceived service quality on online loyalty: the role of perceived value as a mediator. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2024.2433706
Hartono, P. C., Priyana, C. S., Levia, M., & Simanjuntak, E. R. (2023). Increasing Customer Live streaming Engagement in Online Shopping Platforms. MIX: JURNAL ILMIAH MANAJEMEN, 13(2). https://doi.org/10.22441/jurnal_mix.2023.v13i2.015
He, C., Shi, L., Gao, Z., & House, L. (2020). The impact of customer ratings on consumer choice of fresh produce: A stated preference experiment approach. Canadian Journal of Agricultural Economics, 68(3). https://doi.org/10.1111/cjag.12222
Hidayah, A. R., Venata, A. F., & Wulandari, B. I. (2022). Minat Generasi Z terhadap Belanja Online di Dusun Banjarejo Kabupaten Kediri. Prosiding Seminar Nasional Ilmu Ilmu Sosial (SNIIS), 459.
Hossain, M. A., Kalam, A., Nuruzzaman, M., & Kim, M. (2023). The Power of Live-Streaming in Consumers’ Purchasing Decision. SAGE Open, 13(4). https://doi.org/10.1177/21582440231197903
HP, A., Ximenes, L., Amin, S., & Indra, D. (2023). Consumer Behavior In Purchasing On The Tik Tok Shop Marketplace. Proceeding International Conference on Economics, Business and Information Technology (ICEBIT), 4. https://doi.org/10.31967/prmandala.v4i0.810
Jabr, W., & Rahman, M. S. (2022). Online Reviews and Information Overload: The Role of Selective, Parsimonious, and Concordant Top Reviews. MIS Quarterly: Management Information Systems, 46(3). https://doi.org/10.25300/MISQ/2022/16169
Jia, M., Kim, H. S., & Tao, S. (2024). B&B Customer Experience and Satisfaction: Evidence from Online Customer Reviews. Service Science, 16(1). https://doi.org/10.1287/serv.2022.0080
Karpinska-Krakowiak, M. (2021). Women are more likely to buy unknown brands than men: The effects of gender and known versus unknown brands on purchase intentions. Journal of Retailing and Consumer Services, 58, 102273. https://doi.org/10.1016/J.JRETCONSER.2020.102273
Kraus, S., Durst, S., Ferreira, J. J., Veiga, P., Kailer, N., & Weinmann, A. (2022). Digital transformation in business and management research: An overview of the current status quo. International Journal of Information Management, 63, 102466. https://doi.org/10.1016/J.IJINFOMGT.2021.102466
Le, M. T. H., Thi Thao, V. N., Le Huynh Huu, A., Nguyen Tuan, H., Nguyen Ngoc Thanh, N., & Thi Hong, V. N. (2024). Establish Trust With Electronic Word-of-Mouth to Improve Brand Equity. SAGE Open, 14(4), 1–17. https://doi.org/10.1177/21582440241292815
Liu, Y., Wan, Y., Shen, X., Ye, Z., & Wen, J. (2021). Product customer satisfaction measurement based on multiple online consumer review features. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060234
Long, J., Zaidin, N., & 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), 1–17. https://doi.org/10.1186/s43093-024-00370-0
Lu, K., & Liao, H. (2023). Dynamic preference elicitation of customer behaviours in e-commerce from online reviews based on expectation confirmation theory. Economic Research-Ekonomska Istrazivanja , 36(1), 2915–2938. https://doi.org/10.1080/1331677X.2022.2106275
Luo, B., Li, L., & Sun, Y. (2022). Understanding the Influence of Consumers’ Perceived Value on Energy-Saving Products Purchase Intention. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.640376
Luo, X., Lim, W. M., Cheah, J. H., Lim, X. J., & Dwivedi, Y. K. (2025). Live streaming Commerce: A Review and Research Agenda. In Journal of Computer Information Systems (Vol. 65, Issue 3). https://doi.org/10.1080/08874417.2023.2290574
Maharani, D. D., & Wahyudi, H. D. (2025). Pengaruh live streaming, promosi penjualan dan ulasan pelanggan terhadap pembelian implusif penggguna tiktok shop. Jurnal Riset Tindakan Indonesia, 10(1), 88–95.
Md Altab, H., Yinping, M., Md Sajjad, H., Nkrumah Kofi Frimpong, A., Frempomaa Frempong, M., & Sarfo Adu-Yeboah, S. (2022). Understanding Online Consumer Textual Reviews and Rating: Review Length With Moderated Multiple Regression Analysis Approach. SAGE Open, 12(2), 1–21. https://doi.org/10.1177/21582440221104806
Muhtadi, A. (2023). The Impact of Online Shopping on Consumer Satisfaction: A Literature Review. Eastasouth Proceeding of Interdisciplinary …, 8–16. https://asj.eastasouth-institute.com/index.php/epir/article/view/28%0Ahttps://asj.eastasouth-institute.com/index.php/epir/article/download/28/29
Noviarafita, G. M., & Nirawati, L. (2025). The Influence of Live streaming, Content Marketing, And Online Customer Reviews on Purchase Decisions (A Study on Tiktok Shop Ceilo Official). Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3).
Oetarjo, M., Rohim, D. A. G., Firdaus, V., & Togayev, S. S. (2023). Online Reviews and Ratings Shape Purchasing Decisions in Indonesian E-Commerce. Proceedings of the International Conference on Intellectuals’ Global Responsibility. https://doi.org/10.2991/978-2-38476-052-7_61
Pradhana, F., & Sastiono, P. (2019). Gender Differences in Online Shopping: Are Men More Shopaholic Online? 12th International Conference on Business and Management Research. https://doi.org/10.2991/icbmr-18.2019.21
Pramesti, P., Aminah, M., Johan, I. R., & Sinaini, L. (2025). Pengaruh Fitur Live streaming E-Commerce terhadap Niat Beli Konsumen Pada UMKM Di Indonesia : Tinjauan Literatur Sistematis. Manajemen IKM, 20(2), 180–197.
Qin, C., Zeng, X., Liang, S., & Zhang, K. (2023). Do Live streaming and Online Consumer Reviews Jointly Affect Purchase Intention? Sustainability (Switzerland), 15(8). https://doi.org/10.3390/su15086992
Rawat, K. (2023). The influence of reviews and ratings on consumer purchase decision. Man-Made Textiles in India, 51(7).
Risfian, Y., & Supriyono. (2025). The Influence of Online Customer Reviews and Promotions. Journal of Humanities and Social Studies, 9(2). https://doi.org/10.55927/fjmr.v4i1.13142
Sembiring, T. H., & Nisa, P. C. (2024). Perceived Value of Online Reviews, Trust, Risk Perception, Purchase Intention and Actual Purchase. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 1423–1436. https://doi.org/10.37641/jimkes.v11i3.2274
Shakira, A. M., & Indrajaya, S. (2025). The Influence of Product Quality, Live streaming, and Online Reviews in the TikTok Application on Purchase Decisions (A Study on Ponds). Dinasti International Journal of Management Science, 6(4), 818–826. https://doi.org/10.38035/dijms.v6i4.4356
Sirait, I. M., & Rivanti, T. A. (2025). Analisis Strategi Komunikasi Live streaming Shopping pada Tokopedia Play the Goods Dept. PIKMA: Jurnal Publikasi Ilmu Komunikasi Media Dan Cinema, 7(2), 261–276.
Son, J., & Lee, G. (2023). Understanding the Association between Star Ratings and Review Helpfulness: The Perspectives of Expectation Confirmation Theory and Negativity Bias. Proceedings of the Annual Hawaii International Conference on System Sciences, 2023-January. https://doi.org/10.24251/hicss.2023.482
Song, C., & 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.”
Song, Y., Wang, L., Zhang, Z., & Hikkerova, L. (2023). Do fake reviews promote consumers’ purchase intention? Journal of Business Research, 164, 113971. https://doi.org/10.1016/J.JBUSRES.2023.113971
Suari, Y., Wati, L., & Dharma, S. (2019). Analysis of Gender Differences in Determining Online Purchase Decision-Making Style on Fashion Products in Padang City. AMAR (Andalas Management Review), 3(2). https://doi.org/10.25077/amar.3.2.1-13.2019
Sudaryanto, S., Hanim, A., Rosediana Dewi, I., Kartikasari, A. D., & Rusdiyanto, R. (2025). The mediating effect of customer trust of E-WOM and online customer reviews impacting purchase decision of household electronic products at a marketplace: evidence from Indonesia. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2025.2503093
Sun, L., Zhao, Y., & Ling, B. (2020). The joint influence of online rating and product price on purchase decision: An EEG study. Psychology Research and Behavior Management, 13. https://doi.org/10.2147/PRBM.S238063
Tutar, G., Küçükoğlu, H., Özdemir, A., Alkan, Ö., & Ipekten, O. B. (2024). An Investigation of Gender Differences in E-Commerce Shopping Frequency During COVID-19: Evidence From Türkiye. SAGE Open, 14(4), 1–18. https://doi.org/10.1177/21582440241287630
Utamanyu, R. A., & Darmastuti, R. (2022). Budaya Belanja Online Generasi Z dan Generasi Milenial di Jawa Tengah (Studi Kasus Produk Kecantikan di Online Shop Beauty by ASAME). Scriptura, 12(1). https://doi.org/10.9744/scriptura.12.1.58-71
Uzir, M. U. H., Jerin, I., Al Halbusi, H., Hamid, A. B. A., & Latiff, A. S. A. (2020). Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates? Heliyon, 6(12). https://doi.org/10.1016/j.heliyon.2020.e05710
Wang, C., Liu, T., Zhu, Y., Wang, H., Wang, X., & Zhao, S. (2023). The influence of consumer perception on purchase intention: Evidence from cross-border E-commerce platforms. Heliyon, 9(11). https://doi.org/10.1016/j.heliyon.2023.e21617
Widodo, T., Hadinda, A., & Salamah, M. P. (2023). The Effect of E-wom on Purchase Intention Mediated by Information Usefulness and Information Adoption (A Study on Skintific Products). Quantitative Economics and Management Studies, 4(4).
Wu, Q. M. (2024). The Influence of Online Reviews on the Purchasing Decisions of Travel Consumers. Sustainability, 16(8). https://doi.org/10.3390/su16083213
Yang, G., Chaiyasoonthorn, W., & 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. https://doi.org/10.1016/J.ACTPSY.2024.104415
Yum, K., & Kim, J. (2024). The Influence of Perceived Value, Customer Satisfaction, and Trust on Loyalty in Entertainment Platforms. Applied Sciences (Switzerland), 14(13). https://doi.org/10.3390/app14135763
Zhang, G., Cao, J., & Liu, D. (2023). Examining the influence of information overload on consumers’ purchase in live streaming: A heuristic-systematic model perspective. PLoS ONE, 18(8 August). https://doi.org/10.1371/journal.pone.0284466
Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13), e33518. https://doi.org/10.1016/j.heliyon.2024.e33518
Zhang, L., Chen, M., & Zamil, A. M. A. (2023). Live stream marketing and consumers’ purchase intention: An IT affordance perspective using the S-O-R paradigm. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1069050
