PENGARUH LIVE-STREAMER INTERACTION, LIVESTREAMER PROFESSIONALISM, DAN ATTRACTIVE APPEARANCE TERHADAP PURCHASE INTENTION PADA LIVE STREAMING SHOPPING DALAM PERSPEKTIF ETIKA BISNIS ISLAM (Studi Pada E-Commerce Di Tiktok Shop)

INTAN, AZZAHRA (2025) PENGARUH LIVE-STREAMER INTERACTION, LIVESTREAMER PROFESSIONALISM, DAN ATTRACTIVE APPEARANCE TERHADAP PURCHASE INTENTION PADA LIVE STREAMING SHOPPING DALAM PERSPEKTIF ETIKA BISNIS ISLAM (Studi Pada E-Commerce Di Tiktok Shop). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan teknologi digital telah mendorong transformasi dalam cara masyarakat berbelanja, salah satunya melalui fitur live streaming shopping pada platform TikTok Shop. Tiga faktor penting yang diasumsikan mempengaruhi niat beli konsumen dalam konteks ini adalah interaksi streamer, profesionalisme streamer, dan penampilan menarik dari streamer itu sendiri. Namun, belum banyak penelitian yang mengkaji secara simultan ketiga variabel tersebut, khususnya dalam perspektif etika bisnis Islam. Penelitian ini bertujuan untuk mengkaji kesesuaian praktik interaksi, profesionalism, dan penampilan live streamer dengan prinsip-prinsip Etika Bisnis Islam seperti kejujuran (shiddiq), amanah, menghindari penipuan (gharar), serta tidak memanfaatkan daya tarik secara berlebihan yang bertentangan dengan norma syariah. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada pengguna TikTok Shop. Analisis data dilakukan dengan menggunakan alat bantu SmartPLS. Hasil penelitian menunjukkan bahwa live-streamer interaction, livestreamer professionalism, dan attractive appearance berpengaruh secara positif dan signifikan terhadap purchase intention. Kesimpulan dari penelitian ini adalah bahwa kualitas interaksi, tingkat professionalism dan daya tarik penampilan seorang live streamer berperan penting dalam mendorong keputusan pembelian konsumen pada live streaming shopping. Dalam perspektif etika bisnis Islam, kegiatan promosi melalui live streaming perlu dilakukan dengan prinsip kejujuran, tidak manipulatif, tidak berlebihan (israf), dan sesuai dengan nilai-nilai syariah seperti kehalalan dan keadilan. Penelitian ini diharapkan dapat menjadi referensi dalam pengembangan strategi pemasaran digital yang etis dan islami. ABSTRACT The development of digital technology has driven a transformation in the way people shop, one of which is through the live streaming shopping feature on the TikTok Shop platform. Three key factors assumed to influence consumers’ purchase intention in this context are streamer interaction, streamer professionalism, and the attractive appearance of the streamer. However, there has been limited research that simultaneously examines these three variables, particularly from the perspective of Islamic business ethics. This study aims to examine the conformity of live streamer interaction, professionalism, and appearance with the principles of Islamic business ethics, such as honesty (shiddiq), trustworthiness (amanah), avoiding deception (gharar), and refraining from excessive use of attractiveness that contradicts Sharia norms. This research employs a quantitative approach, with data collected through questionnaires distributed to TikTok Shop users. Data analysis was conducted using the SmartPLS software. The findings indicate that live-streamer interaction, livestreamer professionalism, and attractive appearance have a positive and significant influence on purchase intention. The conclusion of this study is that the quality of interaction, level of professionalism, and the attractiveness of a live streamer’s appearance play an important role in encouraging consumer purchasing decisions in live streaming shopping. From the perspective of Islamic business ethics, promotional activities through live streaming should be carried out based on the principles of honesty, non-manipulation, moderation (israf avoidance), and compliance with Sharia values such as legality (halal) and fairness. This research is expected to serve as a reference for developing ethical and Sharia-compliant digital marketing strategies.

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