Peran Live Streaming E-Commerce Terhadap Minat Beli Konsumen: A Systematic Literature Review

Tri Retno Tunggal Dewi; Khofifah Azizah M; Dhevy Widyawati; ⁠Kristanty Subagyo

doi:10.67096/mekar.v1i2.73

Authors

Tri Retno Tunggal Dewi STIE Mahardhika, Surabaya
Khofifah Azizah M STIE Mahardhika, Surabaya
Dhevy Widyawati STIE Mahardhika, Surabaya
⁠Kristanty Subagyo STIE Mahardhika, Surabaya

DOI:

https://doi.org/10.67096/mekar.v1i2.73

Keywords:

Live Streaming E-Commerce, Minat Beli, Social Commerce, Systematic Literature Review, Teori S-O-R

Abstract

Perkembangan live streaming e-commerce telah mentransformasi strategi pemasaran digital melalui interaksi real-time yang persuasif. Penelitian ini bertujuan untuk menganalisis peran live streaming e-commerce terhadap minat beli konsumen menggunakan metode Systematic Literature Review (SLR). Analisis dilakukan terhadap 37 artikel ilmiah periode 2021–2026 yang bersumber dari database ScienceDirect, Scopus, SpringerLink, dan Google Scholar. Hasil sintesis menunjukkan bahwa live streaming berperan signifikan sebagai stimulus digital yang memengaruhi respons kognitif dan afektif melalui faktor kualitas informasi, interaktivitas, kredibilitas streamer, dan kehadiran sosial. Secara teoretis, penelitian ini memperkuat kerangka Stimulus-Organism-Response (S-O-R) dalam menjelaskan perilaku pembelian di ekosistem social commerce. Implikasi praktis bagi manajer ditekankan pada optimalisasi pemilihan streamer dan manajemen interaktivitas konten.

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