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All Journal Jurnal Ilmiah Poli Rekayasa Journal The Winners Jurnal Inovasi Teknologi Pendidikan VANOS Journal of Mechanical Engineering Education JOIV : International Journal on Informatics Visualization INVOTEK: Jurnal Inovasi Vokasional dan Teknologi Jurnal Ilmiah Pendidikan dan Pembelajaran Ensiklopedia of Journal Jurnal EDUCATIO: Jurnal Pendidikan Indonesia Jurnal Mekanova : Mekanikal, Inovasi dan Teknologi MOTIVECTION : Journal of Mechanical, Electrical and Industrial Engineering PAKAR Pendidikan Suluah Bendang: Jurnal Ilmiah Pengabdian Kepada Masyarakat Target : Jurnal Manajemen Bisnis Community Empowerment JPTE: Jurnal Pendidikan Teknik Elektro MSI Transaction on Education AEEJ : Journal of Automotive Engineering and Vocational Education International Journal of Community Service Indonesian Journal Of Educational Research and Review Ranah Research : Journal of Multidisciplinary Research and Development JTPVI: Jurnal Teknologi dan Pendidikan Vokasi Indonesia J-CoSE: Journal of Community Service & Empowerment Venus: Jurnal Publikasi Rumpun Ilmu Teknik Edumaspul: Jurnal Pendidikan
Nuzul Hidayat, Nuzul
Departemen Teknik Otomotif, Fakultas Teknik Universitas Negeri Padang
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The Role of Product Belief in Mediating the Effect of Live Streaming and Consumer Ethnocentrism on Online Purchase Intention of Local Skincare for Men Hidayat, Nuzul; Sulhaini, Sulhaini; Rinuastuti, Baiq Handayani
Journal The Winners Vol. 27 No. 1 (2026): Journal The Winners (In Progress)
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v27i1.14346

Abstract

This study investigated how product belief mediates the effect of live streaming and consumer ethnocentrism on online purchase intentions for local male skincare products on TikTok. The male segment tends to be less targeted by marketers than the female segment, eventhough it has promising growth potential. Few studies focus on male consumers in the skincare category, leaving a gap in the understanding of their behavior. This research employs a causal associative design using a survey method. The population comprised young males aged 17-38 years, sampled purposively. Data analysis was performed using SmartPLS. Results show that live streaming significantly and positively impacts online purchase intention and product belief. Although consumer ethnocentrism positively influences product belief, its effect on purchase intention is not significant. Consumer ethnocentrism significantly enhances product belief, which in turn positively affects purchase intention. The combined impact of live streaming and consumer ethnocentrism on purchase intention, mediated by product belief, is also significant. These findings highlight the critical mediating role of product belief in the relationship between live streaming and consumer ethnocentrism and online purchasing behavior. Based on these findings, companies should focus more on building consumer trust in their products, particularly local products, to increase consumer online purchase intentions.
Co-Authors - Primawati Adytio Fran Noveli Afriza, Weny Late Agus Baharudin Agus Bahrudi1 Ahmad Arif Ahmad Arif Akmal Akmal Alda Putri Utami Aldi Zulkarnain Hasibuan Alfiza Candra Ambiyar, Ambiyar Andrizal Andrizal Andrizal Andrizal Andrizal Anuar bin Arshad, Mohd. Arwizet Arwizet, Arwizet Asmar Yulastri Asmara, Delvi asrul, asrullah Azhari, Mhd. Baehaqi Baharudin, Agus Bahrul Amin Baiq Handayani Rinuastuti, Baiq Handayani Balisranislam, Balisranislam Bayu, Indra Chatarina Umbul Wahyuni Dedy Irfan Delsina Fauzia Desra Andra Japutra Donny Fernandez Dori Yuvenda Dwi Sudarno Putra Edidas , Edidas edy susanto Efrizal, Yondri Elfi Tasrif Erawati, Susi Erdisna, Erdisna Erzeddin Alwi Fadhli Ranuharja Fauziah Salsabil Busro Fauzil, Achmad Fikri Aulia Firman, Agus Fitri Rahmadani Ganefri Ganefri . Gilang Ramadhan Gusroby Solka Hafidz, Abdurrahman Hafiz Hidayat Hafizh Ramadhan, Muhammad Hanapi Hasan Handika, Rival Hansi Effendi Hasan Maksum Hendra Dani Saputra Hendra Dani Saputra Herwin Herwin Indra, Daswenda Irma Yulia Basri Ismi, Riwayatul Izzaty Jamhur, Annisak Jamhur, Annisak Izzaty Jufrizan, Al Juli Sardi Lasyatta Syaifullah M Giatman M Nasir M Nasir M Nasir M Nasir M. Furkan, Lalu M. Giatman M. Nasir M. Sadly Firmansyah M. Yasep Setiawan Maiputra, Fikli Restu Maksmum, Hasan Martias Martias Martias Martias Martias Masrial Masykur Masykur Masykur, Masykur Milana Milana Mishbahul Badri Muhammad Kadafi Muhammad Yanda Mukhlidi Muskhir Muslim Muslim Nanda, Iffarial Nanda, Iffarial Nasution, Ichsan Nasution, M. Fatih Meutuah Novira, Aulia Nurhasan Syah Oktarilta, Raihan Patrisina, Reinny Purwanto, Wawan Putra, Rido R. Chandra Rahayu, Baiq Novrinda Dwi Rahmadiawan, Dieter Rahmat Desman Koto Rahmat Hidayat Ramiza Harahap, Aina Randi Purnama Putra Remon Lapisa Remon Lapisa Rifdarmon Rifdarmon, Rifdarmon Rifdarmon, Rifdarmon Rizal, Syafrizal Romansyah Nusi Putra Saleh Hasibuan, Erwin Santy Nururly Saputra, Dwiki Anggoro Saputra, Riko Setiawan, M.Yasep Siman, Siman Suci Suci Sugiarto, Toto Sulaiman, Agung Sulastri, Ayu Sulhaini Sulhaini Suryani, Embun Syafmi Arifan Ma'ruf Syukhri, Syukhri Toto Sugiarto Toto Sugiarto Vernando, Rio WAGINO Wagino Wakhinuddin Wakhinuddin S Wakhinuddin Wakhinuddin, Wakhinuddin Wanda Afnison Winny Abdillah Wirdianto, Eri Yanto, Doni Tri Putra Yasep Setiawan, M Yulia Basri, Irma Zefanya Andryan Girsang