Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal EKONOMIS : Journal of Economics and Business
Erny Rachmawati Rachmawati
Universitas Muhammadiyah Purwokerto
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Live Streaming, Content Marketing, Online Customer Reviews, and Customer Trust on Purchase Decision Kharisma Nur Hidayah; Muchammad Agung Miftahuddin; Erny Rachmawati Rachmawati; Suyoto Suyoto
Ekonomis: Journal of Economics and Business Vol 10, No 2 (2026): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i2.2936

Abstract

This study aims to analyze the influence of live streaming, content marketing, online customer reviews, and customer trust on purchase decisions on TikTok Shop. A quantitative approach was employed using purposive sampling. Data were collected through an online questionnaire from 125 TikTok Shop users in Purwokerto and analyzed using multiple linear regression with SPSS. The results show that live streaming, content marketing, online customer reviews, and customer trust each have a positive and significant effect on purchase decisions. These findings support the Stimulus–Organism–Response (S-O-R) framework, in which digital marketing stimuli and customer trust play important roles in shaping purchase decisions in the social commerce context. The study provides practical implications for sellers and marketers on TikTok Shop to strengthen real-time interaction, provide relevant content, manage customer reviews effectively, and build consumer trust in order to enhance purchase decisions.
Co-Authors Kharisma Nur Hidayah Muchammad Agung Miftahuddin Suyoto Suyoto