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All Journal Indonesian Journal of Conservation JURNAL FARMASI DAN ILMU KEFARMASIAN INDONESIA Jurnal Kimia Riset Jurnal Fitofarmaka Indonesia Journal of Economic, Bussines and Accounting (COSTING) Jurnal Penjaskesrek PENDIPA Journal of Science Education CARADDE: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmu Kefarmasian Indonesia Jurnal Jamu Indonesia Jurnal Mandala Pharmacon Indonesia Pharmacoscript Jurnal Farmamedika (Pharmamedica Journal) SULUH: Jurnal Abdimas Jurnal PORKES Indonesia Natural Research Pharmaceutical Journal (INRPJ) Lumbung Farmasi : Jurnal Ilmu Kefarmasian Medfarm: Jurnal Farmasi dan Kesehatan Mitra Mahajana: Jurnal Pengabdian Masyarakat PROFICIO: Jurnal Pengabdian Masyarakat Pharmaceutical And Biomedical Sciences Journal (PBSJ) Capacitarea : Jurnal Pengabdian Kepada Masyarakat Abdi Implementasi Pancasila: Jurnal Pengabdian kepada Masyarakat Ranah Research : Journal of Multidisciplinary Research and Development Jurnal Ilmiah Multidisiplin Indonesia Jurnal Ilmiah Farmasi Simplisia Aktual : Jurnal Pengabdian Kepada Masyarakat Jurnal Kesehatan Bakti Tunas Husada Aisyah Journal Of Physical Education International Journal of Contemporary Sciences (IJCS) Journal of Natural Product for Degenerative Diseases Indonesian Journal of Jamu
Andri Prasetiyo
Universitas Pancasila
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Journal : PENDIPA Journal of Science Education

 1 
Pengaruh Edukasi Bahan dan Urgensi Penekanan Waktu terhadap Keputusan Pembelian Skincare "Sofia Skin Solution" pada Live Commerce dimediasi Perceived Value Shofiyah; Prasetiyo, Andri; Ahmar, Nurmala; Wirabrata, I Gede Made
PendIPA Journal of Science Education Vol 9 No 3 (2025): October
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/pendipa.9.3.826-835

Abstract

Live streaming is changing the digital marketing landscape, especially in the skincare industry. This research aims to examine the influence of ingredients education and time pressure on consumer purchasing decisions on “Sofia Skin Solution” products, with perceived value as a mediating variable. The research was conducted with a quantitative approach through a survey of 200 respondents active in the live streaming session. Data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). Results showed that ingredient education positively influenced perceived value (T-value = 6.104; p = 0.000), as did time pressure (T-value = 6.339; p = 0.000), with time pressure showing a slightly more dominant influence. Perceived value alone exerted the strongest influence on purchasing decisions (T-value = 5.512; p = 0.000), and was shown to fully mediate the relationship between ingredient education and purchasing decisions, as well as partially mediating the influence of time pressure on purchasing decisions. The direct effect of content education on purchasing decisions is not statistically significant, but is at the threshold, which crucially indicates the role of other factors such as brand image and host credibility. Findings confirm the importance of live streaming scripts that balance concise product information with short promotions to build trust and enthusiasm. Managerial implications suggest companies design short ingredient demonstrations followed by short offers to maximize conversions on live commerce platforms.
Co-Authors Ade Yeni Aprilia Aey Fadilah, Yasin Agustia, Rini Agustin, VIna Ahmad Nuruhidin Alwie, Rakhmat Ramdhani Armanjaya, Satria Audrey, Cresentia Bambang Pontjo Priosoeryanto Bastian, Arif Alexander Bella Rofi Bungsudi Desi Nadya Aulena Dhani, Muhammad Esti Mumpuni Esti Mumpuni Esti Mumpuni, Esti Evi Susanti Fadlu Rachman Fajar Ramadhan, Ziko firdaus, alshol Fitry Angger Pangestu Gayatri Indah Pramesti Gumay, Jovana Renaldy Hakim, Zainur Rahman Hutagaol, Lungguk Indriani, Aqilah Idelia Ismi Rahmawati Julian Rahmat Lalu Sanik Wahyu Fadil Amrulloh Lidya Luziana Lilik Sulastri Lilik Sulastri LUNGGUK HUTAGAOL Lungguk Hutagaol Luziana, Lidya M. Yogi Riyantama Isjoni Marlien Bokko Martati, Titiek Maulinda, Elvi Sahri Mawijaya, Agus Megawati - Muhamad Yamin Muhamad Yamin Muhammad Yamin Muhammad Zulfadhli, Muhammad Mulatsari, Esti Nabila Prihantini Khairunnisa Natthawani, Amitta Nawasiah, Nana Novi Yantih Noviyantih, Noviyantih NURAINI HARMASTUTI Nurmala Ahmar Nuruhidin, Ahmad Panca Bayu Chandra, Pra Pratama, Rendy Yudha Pratamaa, Yuga R, Herowati Rachman, Fadlu Rachmi Ridho Rafrini Amyulianthy Rahmat, Ayi Ramadhan, Islami Al-Kaffah Ramadhani, Karina Natasya Ramani, Sofyan Raymond R. Tjandrawinata Rhahmadini, Yahdi Thia Risna Rosmiyati Saeful Amin Saeful Amin Salsabila Adlina Saputra, Putri Windari Sarah Annisaa Nurwan Sari Dewi, Rika Sari, Felinda Sekar Harsti Rahmadhani Shaquille, Haikal Shirly Kumala Shofiyah Simanjuntak, Josua Donrio Simanjuntak, Vino Soaduon Siswandono, Siswandono Sodik, Alfan Nur Syaifurrohman, Amir Syamsudin Abdillah Syifa Aulia Taqwa, Iqbal Ananda Taurhesia, Shelly Ulfa Isni Kurnia Ulfah, Meutia Utami, Santi Yanuarti Winana Kartika Dewi Wirabrata, I Gede Made Wiwi Winarti Yogaswara, Amira Thufailla Zahra, Nurulita Az Ziko Fajar Ramadhan, Ziko Fajar