The Influence of Tokopedia Play on Fashion Products Toward Consumers’ Offline Purchase Intention

Purpose – This study aims to examine the influence of Tokopedia Play live streaming of fashion products on consumers’ offline purchase intentions, with consumer attitudes toward influencers and products serving as mediating variables based on the Stimulus-Organism-Response (SOR) theory. Design/Methodology/Approach – The study employed a quantitative explanatory research approach. Data were collected through online questionnaires from 250 respondents selected based on the criteria of being Tokopedia users aged at least 18 years who had previously watched Tokopedia Play live streams. The data were analyzed using Partial Least Squares (PLS) with SmartPLS 4 software. Findings – The findings show that informativeness, parasocial relationships, and inspiration have positive and significant effects on consumer attitudes toward both the influencer and the product. These attitudes also have positive and significant effects on offline purchase intention. Furthermore, consumer attitudes fully mediate the effects of informativeness, parasocial relationships, and inspiration on offline purchase intention. In contrast, wishful identification does not significantly affect consumer attitudes toward the influencer or product. Consequently, consumer attitudes do not mediate the relationship between wishful identification and offline purchase intention. Originality/Value – The study contributes by applying the SOR framework to explain how specific live-streaming stimuli influence offline purchase intentions through consumers’ attitudes toward influencers and products. The findings provide insight into how informativeness, parasocial relationships, and inspiration can translate digital live-streaming experiences into offline purchasing intentions, while demonstrating the limited role of wishful identification.