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All Journal Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen Journal of Innovation and Applied Technology Britain International for Linguistics, Arts and Education Journal (BIoLAE Journal) Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Dimas Hendrawan
Fakultas Ekonomi Universitas Brawijaya Malang
Arts Computer Science & IT Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Other

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The Effect of Streamer Credibility on Purchase Intention Through Customer Engagement Feliciana, Aurel; Hendrawan, Dimas
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.16

Abstract

Purpose – This study aims to examine the effect of streamer credibility on purchase intention through the mediating role of customer engagement for the Somethinc brand on TikTok. Design/Methodology/Approach – This study employed a quantitative explanatory research design. Data were collected from 135 TikTok users in Jakarta who were familiar with and had watched Somethinc's live streaming, using a non-probability purposive sampling technique. Responses were gathered through a structured online questionnaire using a five-point Likert scale. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.1.0.9. Findings – The results indicate that streamer credibility has a positive and significant effect on customer engagement, and customer engagement positively and significantly influences purchase intention. Customer engagement also fully mediates the relationship between streamer credibility and purchase intention. However, streamer credibility does not have a significant direct effect on purchase intention, suggesting that its influence operates indirectly through customer engagement. Originality/Value – This study contributes to the social commerce and digital marketing literature by demonstrating the mediating role of customer engagement in the relationship between streamer credibility and purchase intention within the context of TikTok live streaming. The findings provide theoretical insights into consumer behavior in live commerce and offer practical implications for brands seeking to improve purchase intention by strengthening streamer credibility and fostering meaningful customer engagement.
Co-Authors Achmad Cahya Rianto Agata Rahmi Pertiwi Aldino Syahreza Simatupang Bayu Kurniawan Defintasari, Eka Zerli Dewi, Nora Ronita Dyca Okkysantria Eka Fikri Masyhuri Eka Zerli Defintasari Feliciana, Aurel Gevi Tonida Resky Hanissa Rizky Ananda Haryosasongko, Fajar Arie Kamila, Cintia Okta Kardina Yudha Parwati Khairunnisa, Nadhiva Ayu Made Shri Wijaya Sunu Mardhatilah Shanti Mareta, Naura Nabila Masitowarni Siregar Muhammad Syaifudin Nanang Suryadi Nindya Linggar Amita Nindya Linggar Amita, Nindya Linggar Nugroho, Dian Ari Pardede, Jeremy Anggi Pujiyanto, Bagas Rahadiyan, Rizki Nafi Rahmad Husein Ramadhan, Novita Ayunani Victoria Resky, Gevi Tonida Rila Anggraeni, Rila Riska Ardhi Surono Ryan Hegar Suryadinatha Salsabilla, Riezky Shanti, Mardhatilah Sunu, Made Shri Wijaya Surono, Riska Ardhi Suryadinatha, Ryan Hegar Vanny Triasvandha Dardevian Zorigoo, Khoszaya