The Influence of Live Streaming Shopping and Online Customer Reviews on Purchase Decisions with Trust as an Intervening Variable
DOI:
https://doi.org/10.32815/jpro.v7i2.3014Keywords:
Live Streaming Shopping, Online Customer Review, Purchase Decision, TikTok ShopAbstract
This study examines the impact of Live Streaming Shopping and Online Customer Reviews on purchase decisions, with trust as a mediator, among TikTok Shop users. Data from 120 student respondents (FEB Universitas PGRI Semarang, 2022 cohort) were analyzed using PLS-SEM. Results indicate that both Live Streaming Shopping and Online Customer Reviews positively and significantly affect trust, and trust significantly affects purchase decisions. While the direct effects of both variables on purchase decisions are insignificant, trust significantly mediates their relationships with purchase decisions, underscoring its essential role in consumer purchase behavior on TikTok Shop.
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