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All Journal PENG: Jurnal Ekonomi dan Manajemen
Davin Huang
Institut bisnis dan teknologi pelita indonesia
Economics, Econometrics & Finance

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The Effect of Live Streaming and Content Quality on Purchase Decision: The Mediating Role of Consumer Trust in Social Commerce Davin Huang; Sarli Rahman
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 4 (2026): In Progress
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/r125yp68

Abstract

The purpose of this study is to examine the effect of live streaming and content quality on purchase decisions, with consumer trust as a mediating variable on social commerce platforms. The sample consisted of 156 respondents residing in Pekanbaru City, selected using the purposive sampling method. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. The results of this study indicate that live streaming has a negative and insignificant effect on both consumer trust and purchase decisions. Meanwhile, content quality has a positive and significant effect on consumer trust and purchase decisions. Furthermore, consumer trust has a significant effect on purchase decisions.
Co-Authors Sarli Rahman