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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Ariel Leonardo Saviolla
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Livestream Commerce: Dampak Daya Tarik Streamer terhadap Niat Beli Parfum Mykonos Ariel Leonardo Saviolla; Piji Pakarti; Diana Aqmala; Aries Setiawan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 9 (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.v8i9.12981

Abstract

This study examines the effect of TikTok Live streamer attractiveness on the purchase intention of Mykonos perfume among Generation Z in Semarang, with trust and attitude as mediating variables. A quantitative method was used, involving 150 respondents through purposive sampling. Data analysis was conducted using the SEM-PLS approach with SmartPLS version 4.0 software. The results show that streamer attractiveness has a significant positive effect on trust and attitude, which subsequently drive purchase intention. However, streamer attractiveness has no direct effect on purchase intention. This finding confirms a full mediation phenomenon, where the streamer's charm effectively triggers purchases only if it successfully builds trust to reduce blind buy risks and forms a positive audience attitude.
Co-Authors Aries Setiawan Diana Aqmala Piji Pakarti