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Abhipraya, Made Paramanandana
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Economics, Econometrics & Finance

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The Influence of Exclusive Product Bundling and Live Streaming on Purchase Intention: The Mediating Role of Perceived Product Quality Abhipraya, Made Paramanandana; Hermeindito, Hermeindito
Journal of Social Commerce Vol. 6 No. 1 (2026): Journal of Social Commerce
Publisher : Celebes Scholar pg

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56209/jommerce.v6i1.217

Abstract

This study examines how exclusive product bundling and live streaming influence purchase intention for Kahf skincare products on TikTok Shop Live, with perceived product quality as a mediating variable. Using a quantitative explanatory approach, data were collected from 162 respondents who had purchased Kahf products via TikTok Live within the past six months. Analysis using PLS-SEM (SmartPLS 4.0) shows that live streaming significantly enhances both perceived product quality and purchase intention through real-time interaction, host credibility, and visual demonstration. Exclusive product bundling increases purchase intention but reduces perceived product quality, suggesting that while bundles drive value-seeking behavior, they may weaken quality perceptions due to discount-oriented cues. Perceived product quality significantly boosts purchase intention and mediates the effects of both strategies, though negatively for bundling. These findings highlight how platform-native dynamics shape consumer evaluation and provide strategic insights for optimizing live-commerce marketing in the male grooming segment.
Co-Authors Hermeindito