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All Journal Jejak digital: Jurnal Ilmiah Multidisiplin
Prianda Saputra
Universitas Negeri Jakarta
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Live Streaming dan Online Review terhadap Purchase Intention melalui Trust pada Generasi Z di E-Commerce Prianda Saputra; Ryna Parlyna; Inkreswari Retno Hardini
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 1 (2026): JANUARI
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/m3hyvm69

Abstract

This research is motivated by the increasing use of live streaming and online reviews as digital stimuli in shaping consumer trust and purchase intentions, especially Generation Z as digital natives. This study uses a quantitative approach with a survey method of Generation Z aged 18-28 years who live in East Jakarta and are active Shopee users. The sampling technique used purposive sampling, with data analysis using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results show that live streaming and online reviews have a positive and significant effect on trust and purchase intention. In addition, trust is proven to significantly mediate the influence of live streaming and online reviews on purchase intention. This finding confirms the important role of trust in driving Generation Z's purchase intention on the Shopee e-commerce platform.
Co-Authors Inkreswari Retno Hardini Ryna Parlyna