GAMIFIED SELLING AND PERSUASIVE HOST COMMUNICATION: DRIVING PURCHASE DECISIONS IN OUTFITYOURLUCKY'S FASHION TIKTOK LIVE
Abstrak
This study aims to examine the influence gamified selling and Persuasive Host Communication to Purchase Decision Consumer TikTok Live on OutfitYourLucky account. The live shopping phenomenon is growing rapidly in Indonesia, supported by interaction real-time, entertainment elements, and an interesting host communication style. However, low consumer confidence in making purchasing decisions even though they have been presented with gamification strategies such as games Outfit Ball And Mystery Box and communication style host which is fun and fashionable is the main problem in this study. This study has novelty because it specifically highlights the influence of gamification sales in live commerce on TikTok, which has not been widely studied on a micro scale in Indonesia. The method used is quantitative with multiple linear regression analysis techniques. The sample of this study was 66 respondents with the technique purposive sampling. The results of the study showed that gamified selling has a significant positive effect on purchase decision, whereas persuasive host communication has a positive but not significant effect on purchase decision. These findings indicate that consumers are more motivated by the gaming experience and the element of surprise than just verbal communication from host. The conclusion of this research is that gamification is an important strategy in improving purchasing decisions in live commerce. The implication is that business actors are advised to optimize game-based interactions to create a more engaging and attractive shopping experience for consumers.Referensi
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Tobon, S. (2020). Gamification and online consumer decisions: Is the game over? Elsevier : Decision Support Systems, 128, 113167. https://doi.org/10.1016/j.dss.2019.113167
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.
Wulandari, N. A., Saidani, B., & P, A. K. R. (2022). Pengaruh Gamification dalam Membentuk Brand Loyalty melalui Brand Engagement. Jurnal Bisnis, Manajemen, Dan Keuangan, 3(1), 228–236.
Xu, B., Chen, N., & Santhanam, R. (2017). Will gamification work in enterprise? Empirical study of gamification impact on consumer behaviors. Information Systems Research, 28(3), 596–609. https://doi.org/10.1287/isre.2017.0701
Yuliastuti, H., Mutiasari, A. I., & Cahyani, R. R. (2024). Influence of Persuasive Communication, Discounts, and Consumer Trust on Shopee Live Purchases at Sivali Factory. Journal of Applied Management Research, 4(2).
Astika, M., & Budianto, H. (2025). The effect of persuasive communication on purchase decisions and Customer satisfaction in Sport Fashion products. 6(1), 1–15.
Brembeck and William S. Howell. (1976). Persuasion: A Mean of Social Influence. Prentice-Hall, Inc. New Jersey.
Che, T. (2023). The impacts of gamification designs on consumer purchase: A use and gratification theory perspective. Elsevier : Electronic Commerce Research and Applications, 59, 101268. https://doi.org/10.1016/j.elerap.2023.101268
De Canio, F., Fuentes-Blasco, M., & Martinelli, E. (2021). Engaging Shoppers Through Mobile Apps: The Role Of Gamification.
Effendy, U. (2016). Ilmu Komunikasi Teori dan Praktik. Penerbit Remaja Rosdakarya. Bandung
Fahlevi, R., & Sinambela, F. A. (2025). Gamifikasi Pada Aplikasi E-Commerce Terhadap Minat Beli Konsumen. Journal of Economic, Management, Accounting and Technology (JEMATech), 8(1).
Ferdiana, A., Robi, M. R., & Windasari, S. (2022). Determinasi Keputusan Pembelian Melalui Minat Beli: Brand Ambassador Dan Brand Image (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 30–42. https://doi.org/10.38035/jmpis.v3i1
Handoko, B. S. dan H. (2015). Manajemen Pemasaran: Analisa dan. Perilaku Konsumen. BPFE.
Hovland. (2009). Communication and persuation. Yale University.
Huotari, K., & Hamari, J. (2017). A definition for gamification: Anchoring gamification in the service marketing literature. Electronic Markets, 27(1). https://doi.org/10.1007/s12525-015-0212-z
Jakpat. (2023). Online Shopping Experience and Live Commerce Behavior in Indonesia. Diakses dari: https://jakpat.net
Karyadi, W. (2023). the Influence of Free Shipping and Gamification Promos on Purchase Decisions With Purchase Interest As Intervening Variables. International Journal of Management Studies and Social Science Research, 05(04), 175–190. https://doi.org/10.56293/ijmsssr.2022.4672
Katadata. (2024). 80% Penjualan di TikTok Shop Indonesia via Live Streaming. Diakses dari: https://katadata.co.id
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). The Uses of Mass Communications: Current Perspectives on Gratification Research. CA: Sage Publications. Beverly Hills.
Kotler, P., Keller, K, L. (2021). Manajemen Pemasaran. Penerbit Erlangga.
Kudadiri, D. R., & Astuti, S. R. T. (2024). Pengaruh Gamification Terhadap Purchase Decision Melalui Customer Experience Dan Customer Brand Engagement Sebagai Variabel Intervening (Studi Pada Pelanggan Alfagift Di Kota Semarang). Jurnal Ekonomi Dan Bisnis , 1(2), 77–88.
Manalu, R. C., & Hasiholan, D. (2024). Pengaruh Komunikasi Persuasif dan Kualitas Informasi Terhadap Keputusan Pembelian Fashion Baju Melalui Fitur Shopee Live. Manajemen Bisnis Tri Bhakti, 3(1), 12–22.
Nurudin. (2017). Pengantar Komunikasi Massa. PT Rajagrafindo Persada. Jakarta.
O’Keefe, D. J. (2015). Persuasion: Theory and Research (3rd ed.). SAGE Publications. Beverly Hills.
Park, H., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52, 101934. https://doi.org/10.1016/j.jretconser.2019.101934
Perloff, R. M. (2020). The Dynamics of Persuasion: Communication and Attitudes in the 21st Century (6th ed.). Routledge.
Populix. (2023). Live Commerce Trends in Indonesia. Diakses dari: https://populix.co
Sa’adah, S. N., Alfiyah, R., Hidayah, N., Zikrinawati, K., & Fahmy, Z. (2024). Pengaruh Komunikasi Persuasif Influencer Terhadap Keputusan Pembelian Di Tiktok Shop. Investama : Jurnal Ekonomi Dan Bisnis, 9(2), 209–220. https://doi.org/10.56997/investamajurnalekonomidanbisnis.v9i2.919
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sumarmi, S., Noureldin, A., Lestari, F. J. E., Widodo, S., & Putranti, L. (2025). Building Bonds: How Gamification and Online Reviews Influence Customer Loyalty. Journal of Risk Analysis and Crisis Response, 15(1), 206–223. https://doi.org/10.54560/jracr.v15i1.566
Tobon, S. (2020). Gamification and online consumer decisions: Is the game over? Elsevier : Decision Support Systems, 128, 113167. https://doi.org/10.1016/j.dss.2019.113167
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.
Wulandari, N. A., Saidani, B., & P, A. K. R. (2022). Pengaruh Gamification dalam Membentuk Brand Loyalty melalui Brand Engagement. Jurnal Bisnis, Manajemen, Dan Keuangan, 3(1), 228–236.
Xu, B., Chen, N., & Santhanam, R. (2017). Will gamification work in enterprise? Empirical study of gamification impact on consumer behaviors. Information Systems Research, 28(3), 596–609. https://doi.org/10.1287/isre.2017.0701
Yuliastuti, H., Mutiasari, A. I., & Cahyani, R. R. (2024). Influence of Persuasive Communication, Discounts, and Consumer Trust on Shopee Live Purchases at Sivali Factory. Journal of Applied Management Research, 4(2).
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