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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Immelda Apriliani
Universitas Islam Nahdlatul Ulama Jepara
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Live Streaming dan Electronic Word of Mouth (E-WOM) terhadap Purchase Decision melalui Purchase Intention pada Pengguna TikTok Shop Immelda Apriliani; Nurul Komariyatin
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 5 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i5.11887

Abstract

This study aims to analyze the effect of live streaming and electronic word of mouth (e-WOM) on purchase decisions through purchase intention among TikTok Shop users. The research employed a quantitative approach using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with 162 respondents. The results indicate that live streaming has a positive and significant effect on purchase decisions but does not significantly influence purchase intention. In contrast, e-WOM has a positive and significant effect on both purchase intention and purchase decisions. Furthermore, purchase intention significantly and positively affects purchase decisions, confirming its role as a mediating variable. These findings suggest that while live streaming directly influences purchase decisions, e-WOM plays a more dominant role in shaping consumers’ purchase intentions.
Co-Authors Nurul Komariyatin