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All Journal Trending: Jurnal Manajemen dan Ekonomi Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Syamsul Hidayat
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.  
Pengaruh Influencer dan Self-Presentation terhadap Keputusan Pembelian dengan Trust sebagai Variabel Mediasi pada Konsumen Kopi Semesta Mojokerto Bagus Kusumanata; Budi Utami; Syamsul Hidayat
Jurnal Ilmiah Ekonomi dan Manajemen Indonesia Vol. 2 No. 2 (2026): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/ttt7n465

Abstract

This study aims to examine the influence of Influencer and Self-Presentation on Purchase Decision, with Trust as a mediating variable, among consumers of Kopi Semesta in Mojokerto. The study used a quantitative explanatory approach with a survey method. Data were collected from 140 respondents selected through purposive sampling and analyzed using Structural Equation Modeling based on Partial Least Square (SEMPLS) with SmartPLS software. The results show that Influencer and Self-Presentation each have a positive and significant effect on both Trust and Purchase Decision. Trust also has a positive and significant effect on Purchase Decision and is able to partially mediate the effect of Influencer and Self-Presentation on Purchase Decision. These findings indicate that the credibility of influencers and the way they present themselves on social media play an important role in shaping consumer trust, which in turn drives purchase decisions. The study contributes practical implications for micro and small coffee businesses in selecting influencers and designing authentic content strategies to strengthen consumer trust and purchasing behavior in the digital marketing context.
Co-Authors Bagus Kusumanata Budi Utami Naurah Nashwa Nafisah