Intan Nur Yuniar
NPM. 221104011811

Maraknya transaksi melalui live streaming Commerce di Indonesia mendorong
perusahaan kecantikan, termasuk PT Lea Gloria Beautindo, untuk mengandalkan
demonstrasi produk dan komunikasi langsung sebagai cara utama menarik minat
beli konsumen, khususnya Generasi Z yang menjadi segmen paling aktif di
TikTok Shop. Penelitian ini disusun untuk mengukur sejauh mana Product try-on
yang dilakukan Streamer dan interaksi yang berlangsung secara real-time selama
sesi live streaming mampu mendorong terbentuknya Purchase intention pada
konsumen tersebut. Pendekatan kuantitatif diterapkan dalam penelitian ini melalui
penyebaran kuesioner berskala Likert kepada 315 responden Generasi Z yang
telah memenuhi kriteria, yaitu pernah menyaksikan siaran langsung akun
@leagloria dalam enam bulan terakhir serta pernah bertransaksi melalui TikTok
Shop. Data yang terkumpul kemudian diolah dengan teknik Structural Equation
Modeling berbasis Partial Least Squares menggunakan perangkat lunak SmartPLS
4, mencakup evaluasi outer model, inner model, hingga prosedur bootstrapping
untuk pengujian hipotesis. Temuan penelitian memperlihatkan bahwa Product try
on oleh Streamer memberikan pengaruh yang positif dan signifikan terhadap
Purchase intention. Interaksi real-time turut terbukti berpengaruh positif dan
signifikan, bahkan menunjukkan kontribusi yang sedikit lebih dominan
dibandingkan variabel pertama. Kedua variabel tersebut secara parsial mampu
menjelaskan Purchase intention dengan kemampuan penjelasan yang tergolong
moderat menuju substansial, serta menunjukkan relevansi prediktif yang kuat
terhadap model penelitian. Berdasarkan temuan ini, dapat disimpulkan bahwa
kombinasi antara demonstrasi produk yang meyakinkan dan komunikasi dua arah
yang responsif menjadi kunci dalam membangun niat beli konsumen muda pada
ekosistem live streaming Commerce, sehingga perlu menjadi perhatian utama
dalam strategi pemasaran digital perusahaan kecantikan lokal.
Kata Kunci: Product Try-On, Interaksi Real-time , Purchase intention, Live
streaming Commerce, TikTok Shop

The rise of live-streaming Commerce in Indonesia has prompted beauty
companies, including PT Lea Gloria Beautindo, to rely on product demonstrations
and direct communication as the primary means of attracting consumer interest,
particularly among Generation Z, which is the most active segment on TikTok
Shop. This study was designed to measure the extent to which product try-ons
conducted by Streamers and real-time interactions during live-streaming sessions
can drive Purchase intention among these consumers. A quantitative approach
was applied in this study through the distribution of a Likert-scale questionnaire
to 315 Generation Z respondents who met the criteria: having watched a live
stream from the @leagloria account within the past six months and having made a
purchase via TikTok Shop. The collected data was then analyzed using Partial
Least Squares (PLS)-based Structural Equation Modeling with SmartPLS 4
software, including evaluations of the outer model, inner model, and
bootstrapping procedures for hypothesis testing. The research findings show that
product try-ons by Streamers have a positive and significant effect on Purchase
intention. Real-time interaction was also found to have a positive and significant
effect, even showing a slightly more dominant contribution than the first variable.
Both variables were able to partially explain Purchase intention, with explanatory
power ranging from moderate to substantial, and demonstrated strong predictive
relevance to the research model. Based on these findings, it can be concluded that
the combination of convincing product demonstrations and responsive two-way
communication is key to building Purchase intention among young consumers in
the live-streaming Commerce ecosystem; therefore, it should be a primary focus in
the digital marketing strategies of local beauty companies.
Keyword: Product Try-On, Real-time Interaction, Purchase intention, Live
streaming Commerce, TikTok Shop