Jurnal Komunikasi dan Bisnis

Vol. 13 No. 2 (2025): November 2025 - April 2026
Articles

Host Quality and Interactivity: Consumer Engagement’s Mediation in Shopee Live Purchase Intention among Jabodetabek Consumers

PDF
  • Ronaldo Winarto,
  • Bernard T Widjaja
Ronaldo Winarto
Krida Wacana Christian University
Bernard T Widjaja
Krida Wacana Christian University
DOI: https://doi.org/10.46806/jkb.v13i2.1609

Published 2026-01-28

Keywords

  • host quality,
  • interactivity,
  • consumer engagement,
  • purchase intention,
  • live commerce

How to Cite

Winarto, R., & Widjaja, B. T. (2026). Host Quality and Interactivity: Consumer Engagement’s Mediation in Shopee Live Purchase Intention among Jabodetabek Consumers. Jurnal Komunikasi Dan Bisnis, 13(2), 186–204. https://doi.org/10.46806/jkb.v13i2.1609

Copyright (c) 2026 Jurnal Komunikasi dan Bisnis

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Abstract

As consumer purchasing behaviour rapidly shifts toward online channels, live commerce has emerged as a critical marketing strategy, necessitating the investigation of its core purchase drivers. This explanatory study analyzed how host quality and platform interactivity influence consumer purchase intention, utilizing consumer engagement as a mediating psychological mechanism. The research focused on urban Millennial (1981–1996) and Gen Z (1997–2012) users residing in Jabodetabek who utilize the dominant Shopee Live platform. Data were gathered via an online quantitative survey from 166 qualified consumers and analyzed using the Partial Least Squares Structural Equation Modeling (PLS–SEM) method. Findings confirmed that both host quality and interactivity positively and significantly predicted engagement. Notably, interactivity demonstrated a significant direct influence on purchase intent, whereas host quality did not show a direct effect. Consequently, engagement served as a full mediator for the host quality–purchase intention link, and a partial mediator for the interactivity–purchase intention relationship. This validates the Stimulus–Organism–Response (S–O–R) framework, confirming that host attributes and platform features (S) enhance engagement (O), which is the essential bridge driving purchasing behaviour (R). Practically, these results guide e-commerce platforms and merchants to prioritize host training and interactive feature development to maximize engagement-driven conversion.

PDF

Downloads

Download data is not yet available.

References

  1. Addo, P. C., Fang, J., Asare, A. O., & Kulbo, N. B. (2021). Customer engagement and purchase intention in live-streaming digital marketing platforms. Service Industries Journal, 41(11–12), 767–786. https://doi.org/10.1080/02642069.2021.1905798
  2. Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/SU15032744
  3. Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Loureiro, Y. K., & Solnet, D. (2013). Understanding generation Y and their use of social media: A review and research agenda. Journal of Service Management, 24(3), 245–267. https://doi.org/10.1108/09564231311326987
  4. Bolun, Z., Yan, Z., & Minghui, J. (2025). The configurational impact of e-commerce live streaming interactivity on consumer engagement behavior. Asia Pacific Journal of Marketing and Logistics, 37(3), 631–649. https://doi.org/10.1108/APJML-03-2024-0271
  5. Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
  6. Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019). How do product recommendations affect impulse buying? An empirical study on WeChat social commerce. Information & Management, 56(2), 236–248. https://doi.org/10.1016/J.IM.2018.09.002
  7. Cheng, Z. (2024). The influence of interactivity in e-commerce live streaming on consumers’ online purchase intention. Frontiers in Business, Economics and Management, 16(2), 34–37. https://doi.org/10.54097/MZEKMR02
  8. Chidambaram, V., Rana, N. P., & Parayitam, S. (2024). Antecedents of consumers’ online apparel purchase intention through virtual try on technology: A moderated moderated-mediation model. Journal of Consumer Behaviour, 23(1), 107–125. https://doi.org/10.1002/CB.2158
  9. Doorn, J. van, Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
  10. Dwi, A. (2023, September 16). Pedagang pasar cerita sudah live streaming berjam-jam tetap sepi pembeli: Padahal harga udah dimurahin banget. Tempo.co. https://www.tempo.co/ekonomi/pedagang-pasar-cerita-sudah-live-streaming-berjam-jam-tetap-sepi-pembeli-padahal-harga-udah-dimurahin-banget--143245
  11. Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi tesis dan disertasi ilmu manajemen (5th ed.). Badan Penerbit Universitas Diponegoro.
  12. Francis, T., & Hoefel, F. (2018, November 12). Generation Z characteristics and its implications for companies. Mckinsey.Com. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies#/
  13. Green, S. B. (1991). How many subjects does it take to do a regression analysis? Multivariate Behavioral Research, 26(3), 499–510. https://doi.org/10.1207/S15327906MBR2603_7
  14. Hair, J. F. ., Hult, G. T. M. ., Ringle, C. M. ., & Sarstedt, Marko. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications, Inc.
  15. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage.
  16. Hapsari, R. A., Koswara, I., & Fuady, I. (2025). Hubungan kredibilitas host live streaming dengan keputusan pembelian. Komversal, 7(1), 147–161. https://doi.org/10.38204/KOMVERSAL.V7I1.2193
  17. He, Y., Li, W., & Xue, J. (2022). What and how driving consumer engagement and purchase intention in officer live streaming? A two-factor theory perspective. Electronic Commerce Research and Applications, 56, 101223. https://doi.org/10.1016/J.ELERAP.2022.101223
  18. Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019–1041. https://doi.org/10.1108/INTR-03-2019-0082
  19. Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594–606. https://doi.org/10.1016/J.CHB.2017.06.006
  20. Irham. (2023, June 9). Belanja di live streaming jadi tren e-commerce saat ini. Jagat Review. https://www.jagatreview.com/2023/06/belanja-di-live-streaming-jadi-tren-e-commerce-saat-ini/
  21. Islam, J., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics, 34(4), 96–109. https://doi.org/10.1016/J.TELE.2017.01.004
  22. Jiang, C., Rashid, R. M., & Wang, J. (2019). Investigating the role of social presence dimensions and information support on consumers’ trust and shopping intentions. Journal of Retailing and Consumer Services, 51, 263–270. https://doi.org/10.1016/J.JRETCONSER.2019.06.007
  23. Jiang, Z., Wang, H., Xue, J., & Zhai, T. (2022). Propelling consumer engagement via entrepreneurs’ live streaming? Frontiers in Psychology, 13, 890707. https://doi.org/10.3389/FPSYG.2022.890707
  24. Kline, R. B. . (2023). Principles and practice of structural equation modeling (5th ed.). Guilford.
  25. Kotler, Philip., Kartajaya, Hermawan., & Setiawan, Iwan. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons, Inc.
  26. Liu, F., Wang, Y., Dong, X., & Zhao, H. (2022). Marketing by live streaming: How to interact with consumers to increase their purchase intentions. Frontiers in Psychology, 13, 933633. https://doi.org/10.3389/FPSYG.2022.933633
  27. Liu, X., & Zhang, L. (2024). Impacts of different interactive elements on consumers’ purchase intention in live streaming e-commerce. PLoS ONE, 19(12). https://doi.org/10.1371/journal.pone.0315731
  28. Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of Advertising, 31(4), 53–64. https://doi.org/10.1080/00913367.2002.10673685
  29. Mehrabian, Albert., & Russell, J. A. (1976). An approach to environmental psychology. M.I.T. Press.
  30. Muhamad, N. (2025, August 19). E-commerce yang sering diakses masyarakat Indonesia pada 2025. Katadata.co.id. https://databoks.katadata.co.id/infografik/2025/08/19/e-commerce-yang-sering-diakses-masyarakat-indonesia-pada-2025
  31. Oktaviani, R. D., & Albari. (2023). Analisis hubungan antara online customers’ shopping experience, sikap loyalitas dan online impulsive buying: Studi pada pengguna e-commerce Shopee di Indonesia. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 02(05), 133–151. https://journal.uii.ac.id/selma/article/view/32384
  32. Putri, K. U. J. (2025, April 17). Data ecommerce Indonesia: Panduan lengkap. Tech in Asia. https://id.techinasia.com/data-ecommerce-indonesia-panduan-lengkap
  33. Putro, D. W., Fadhillah, I., & Fitriyasari, A. (2024). Pengaruh kredibilitas dan kualitas pelayanan host live terhadap minat beli konsumen di aplikasi TikTok pada masyarakat kecamatan Wringinanom Gresik. Jurnal Simki Economic, 7(2), 564–574. https://doi.org/10.29407/JSE.V7I2.785
  34. Qu, Y., Cieślik, A., Fang, S., & Qing, Y. (2023). The role of online interaction in user stickiness of social commerce: The shopping value perspective. Digital Business, 3(2), 100061. https://doi.org/10.1016/J.DIGBUS.2023.100061
  35. Setyowati, D. (2025, June 26). Transaksi belanja online di Indonesia melambat, Thailand dan Malaysia melesat. Katadata.co.id. https://katadata.co.id/digital/e-commerce/685ba4184c37a/transaksi-belanja-online-di-indonesia-melambat-thailand-dan-malaysia-melesat
  36. Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
  37. Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886. https://doi.org/10.1016/J.ELERAP.2019.100886
  38. Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159–205. https://doi.org/10.1016/J.CSDA.2004.03.005
  39. Tian, B., Chen, J., Zhang, J., Wang, W., & Zhang, L. (2023). Antecedents and consequences of streamer trust in livestreaming commerce. Behavioral Sciences, 13(4), 308. https://doi.org/10.3390/BS13040308
  40. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/J.JRETAI.2015.02.005
  41. Wibowo, I. T., Widjaja, B. T., & Saparso. (2024). The influence of endorsement and influencer credibility on purchase intention mediated by advertising reminders at FIT-S911 Beauty Center beauty clinic. International Journal of Educational Review, Law and Social Sciences, 4(4), 1081–1089. https://doi.org/10.54443/ijerlas.v4i4.1791
  42. Widjaja, B. T. (2016). Life-style marketing: An alternative theoretical model of service marketing dimension (An empirical study on beauty salon customers in Jakarta). Serial Publications Pvt. Ltd., 14(13), 9359–9376. https://www.academia.edu/38933619/LIFE_STYLE_MARKETING_AN_ALTERNATIVE_THEORETICAL_MODEL_OF_SERVICE_MARKETING_DIMENSION_AN_EMPIRICAL_STUDY_ON_BEAUTY_SALON_CUSTOMERS_IN_JAKARTA
  43. Widjaja, B. T. (2020). How brand equity changes service marketing: The case of Indonesian service industry. International Journal of Economics and Business Administration, VIII(Issue 3), 534–542. https://doi.org/10.35808/IJEBA/542
  44. Winoto Tj, H., & Widjaja, B. T. (2024). The role of relational benefits and brand experience in forming customer perceived value and its impact on e-WOM and willingness to pay more. Uncertain Supply Chain Management, 12(3), 2023–2030. https://doi.org/10.5267/J.USCM.2024.2.004
  45. Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/J.JBUSRES.2018.08.032
  46. 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
  47. 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, 1–12. https://doi.org/10.3389/fpsyg.2023.1069050
  48. Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257
  49. Zou, J., & Fu, X. (2024). Understanding the purchase intention in live streaming from the perspective of social image. Humanities and Social Sciences Communications 2024 11:1, 11(1), 1–14. https://doi.org/10.1057/s41599-024-04054-6