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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi
Cita, Kadek Karina Weda
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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From Emotion to Transaction: How TikTok Live Forges Buyer-Seller Bonds in Fashion Cita, Kadek Karina Weda; Sari, Desak Made Febri Purnama
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 13 No 1 (2026): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v13i1.65493

Abstract

This study aims to examine the influence of search cues and evaluation cues on purchase intention, with emotional engagement as a mediating variable, specifically within Indonesia’s mid-range women’s fashion market on TikTok Live. Using a quantitative causal approach, data were collected via questionnaires from 250 TikTok Live users who engage with mid-range brands such as This Is April, Ecinos, and ShopatVelvet. Data analysis was performed using SEM-PLS. The results indicate that all search cues (streamer attractiveness and co-viewer involvement) and evaluation cues (social pricing and substitutability of personal examination) have a positive and significant effect on emotional engagement. Furthermore, emotional engagement was found to positively influence purchase intention and serve as a partial mediator in the relationship between all independent variables and purchase intention. These findings suggest that enhancing interactive elements and emotional connections during live sessions can significantly optimize digital marketing strategies and drive buying interest.
Co-Authors Desak Made Febri Purnama Sari