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All Journal Trending: Jurnal Manajemen dan Ekonomi
Naurah Nashwa Nafisah
Universitas Islam Majapahit
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Live Streaming dan Kualitas Produk terhadap Keputusan Pembelian dengan Mediasi Kepercayaan Konsumen Naurah Nashwa Nafisah; Syamsul Hidayat; Budi Utami
Trending: Jurnal Manajemen dan Ekonomi Vol. 4 No. 1 (2026): Januari : Trending: Jurnal Manajemen dan Ekonomi
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/trending.v4i1.7762

Abstract

This study aims to investigate the effect of TikTok Live Streaming and Product Quality on Purchase Decisions, with Consumer Trust acting as a mediating variable, focusing on Oh My Glam Beauty products on TikTok Shop. The research adopts a quantitative associative approach. Data were collected via questionnaires from 170 respondents selected using a purposive sampling method. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) via SmartPLS 4. The findings demonstrate that Live Streaming does not have a direct significant effect on Purchase Decisions, whereas Product Quality significantly affects Purchase Decisions. Furthermore, both Live Streaming and Product Quality significantly influence Consumer Trust, and Consumer Trust significantly influences Purchase Decisions. Consumer Trust successfully and significantly mediates the effect of both Live Streaming and Product Quality on Purchase Decisions. These findings reveal that Live Streaming contributes more toward building consumer trust rather than directly triggering immediate purchases. Product quality remains a crucial consideration for consumers, while trust strengthens the conversion of information and quality perception into actual purchase decisions. These conditions indicate that companies must maintain product quality while optimizing Live Streaming to be informative, interactive, and convincing.  
Co-Authors Budi Utami Syamsul Hidayat