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All Journal Jurnal Studi Manajemen Organisasi Hasil Pengabdian Kepada Masyarakat IKRA-ITH EKONOMIKA JABE (Journal of Applied Business and Economic) Aptisi Transactions on Technopreneurship (ATT) Iqtishoduna: Jurnal Ekonomi Islam JUMAN Tools (Jurnal Manajemen Tools) Jurnal Ilmiah Manajemen Kesatuan International Journal of Business Economics (IJBE) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Kajian Branding Indonesia Journal of Social Interactions and Humanities (JSIH) Journal of Legal and Cultural Analytics (JLCA) Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE) Blantika : Multidisciplinary Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Social Society Jurnal Akuntansi
Yossie Rossanty
Universitas Pembangunan Panca Budi
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The Effect of Utilitarian, Hedonic, and Social Values on Behavioral Outcomes through Consumer Trust Sembiring, Beby Karina Fawzeea; Rini, Endang Sulistya; Absah, Yeni; Rossanty, Yossie
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4072

Abstract

Live streaming e-commerce is rapidly transforming digital retail, yet the psychological drivers of consumer behavior in emerging markets like Indonesia. This study investigates consumer behavior in Indonesia’s live streaming e-commerce by examining how utilitarian, hedonic, and social values shape trust toward products and streamers, ultimately driving purchase intention and consumer engagement. Using the theory of consumption values integrated with trust-based models, data from 350 active live commerce consumers were analyzed with PLS-SEM via SmartPLS 4.0. The findings reveal that utilitarian, hedonic, and social values significantly enhance trust, which in turn strongly predicts purchase intention and consumer engagement. The model explains 52.5% of trust, 33.2% of purchase intention, and 21.8% of engagement variance, highlighting trust’s mediating role in linking consumption values to behavioral outcomes. The results emphasize the need for live commerce strategies that combine efficiency, entertainment, and community to cultivate trust, thereby boosting both immediate sales and long-term engagement. The study offers original contributions by being the first comprehensive empirical test in Indonesia applying consumption values and trust frameworks in live commerce.
Co-Authors , Elfitra Desy Surya Ahmad Rafiki Ari Prabowo Arimbi, Suci Ariq Wiratama Nasution Aulia Ramadhan Tanjung Azzahroh, Maziah B, Mesra Baehaqi Bambang Surya Adji Syahputra Bambang Surya Adji Syahputra Beby Karina Fawzeea Sembiring Beby Sendy Chika Naibaho Dear Selvanathan Sinaga Denia, Tarissa Dini Julia Sari Siregar Endang Sulistya Rini Erwansyah Erwansyah Erwansyah Etty Sri Wahyuni Fitriani Tobing Greasia Oriza Sitio Gurning, Gratia Nanggar Yati Harahap, Ramadhan Hasibuan , Febri Sanrina Hawawari, Muhammad Fadhiil Irawan, Irawan Ku Halim bin Ku Ariffin Lorencia, Bella M. Chaerul Rizky Mahari, Nagita Suci Maria Theresa, Maria Muammar Rifqi Muhammad Dharma Tuah Putra Nasution Nasution, Rani Ramadhani Nasution, Thorique Akbar Maulana Nitami, Devi Andri Novita, Ririn Septiana Nur Asyiqin Binti Abdul Manaf Pahlufi, Cut Kesuma Pangabean, Rahmad Ridwan Pipit Buana Sari Putri Patricia Sitinjak Ramadhan Harahap Ramadhan Harahap Ramadhan Tanjung, Aulia Rani, Ade Safii Saragih , Dearna Jefani Br Sari, Pipit Buana SATRIYAS ILYAS Sembiring, Natalin Pepayosa Sendy, Beby Sianturi, Ester Cahyani Sihotang, Anindya Windy Sinaga, Yosafhat Glenniel Clinton Siregar, Dini Julia Sari Siregar, Onan Marakali Surya Bakti Syafrida Hafni Sahir Tandean , Handoko Tanjung, Aulia Ramadhan Tirta Wiradana, Arif Vita Cita Emia Tarigan Cita Emia Tarigan yeni absah Yuliani, Dara