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Pengaruh Interraktivitas Live Streaming Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Fashion: Studi Pada Penggunaan shopee Dan Tiktok

"Goal
: This research aims to examine the effect of live
streaming
interactivity—comprising
consumer
streamer interaction, consumer–platform interaction,
and consumer–consumer interaction—on consumer
trust dimensions (trust in streamer, trust in product, and
trust in platform), as well as their implications for
purchase intention and purchase decision in the fashion
sector.
Methode
Result
Keyword
: The study employed a quantitative approach using the
Structural Equation Modeling–Partial Least Squares
(SEM-PLS) method with SmartPLS 4. The sample
consisted of Shopee and TikTok users who had
experienced live streaming shopping for fashion
products. Data were collected through an online
questionnaire using a 4-point Likert scale, with
respondents selected via purposive sampling.
: The findings reveal that consumer–streamer interaction
significantly influences all dimensions of trust,
consumer–platform interaction affects trust in streamer
and trust in product but not trust in platform, and
consumer–consumer interaction significantly impacts
trust in platform but not trust in product or trust in
streamer. Furthermore, trust in streamer and trust in
platform significantly influence purchase intention,
whereas trust in product does not. Purchase intention
shows the strongest positive effect on purchase
decision. These results indicate that enhancing quality
interactions with streamers and ensuring platform
credibility are key to driving consumer trust and
purchase decisions in live streaming commerce. "

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SKR2310101002
Available
Detail Information
Series Title
-
Call Number
REF 658.84 RIF p
Publisher
Bogor : Universitas Islam Tazkia.,
Collation
MBS
Language
Indonesia
ISBN/ISSN
NIM.2310101002
Classification
658.84
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Purchase Intention
SEM-PLS
Live Streaming Interractivity
Consumer Trust
Purchase Desition
Specific Detail Info
-
Statement of Responsibility
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