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All Journal Economics and Digital Business Review Jurnal Ekonomi
Ana Fitriana
Faculty of Economics and Business, Universitas Tanjungpura, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE INFLUENCE OF ONLINE CUSTOMER REVIEW, LIVE TIKTOK, ON PURCHASE DECISION OF SOMETHINC PRODUCTS WITH CUSTOMER TRUST AS A MEDIATION VARIABLE ON TIKTOK SOCIAL MEDIA Vanysa Stefani; Erna Listiana; Nur Afifah; Harry Setiawan; Ana Fitriana
Jurnal Ekonomi Vol. 12 No. 04 (2023): Jurnal Ekonomi, 2023
Publisher : SEAN Institute

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Abstract

The internet has experienced rapid progress, as has business developing to reach the era of the internet or online media. This research aims to test the influence of online customer reviews live streaming on consumer purchase decisions on certain products through customer trust on TikTok social media. This type of research is causal associative by distributing questionnaires to 200 respondents who live in Indonesia. The data was analyzed using SEM with AMOS 24 software. The results of this research show that all hypotheses are accepted, namely, online customer reviews and live streaming have a positive and significant effect on customer trust and purchase decisions for some products. Apart from that, customer trust can play a mediating role that has a positive and significant influence on online customer reviews and live streaming on purchasing decisions for certain products.
How Live TikTok Shopping Affects Brand Image and Purchase Intention among Consumers of YSL Beauty Luxury Products in Indonesia Clara Agatha; Ahmadi Ahmadi; Nur Afifah; Ana Fitriana
Economics and Digital Business Review Vol. 7 No. 1 (2026)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v7i1.3687

Abstract

Study This analyze The influence of Live Streaming, Social Media Influencers, and Electronic Word of Mouth ( eWOM ) on Purchase Intention with Brand Image as an variables mediation among YSL Beauty Indonesia consumers on the TikTok platform. Research results show that Live Streaming has an effect significant towards Purchase Intention, however No influential significant on Brand Image, so its influence nature directly . On the other hand , Social Media Influencers and eWOM proven influential positive and significant on Brand Image and Purchase Intention. In addition , Brand Image has an influence significant on Purchase Intention and plays a role as a mediator in the influence of Social Media Influencers and eWOM , but No mediate The influence of live streaming. Research methods use approach quantitative with survey against 150 respondents users active Live TikTok Shopping YSL Beauty and analyzed using SEM-PLS. Findings This confirm that in context product luxury cosmetics , communication strategy based credibility social and experience consumer more effective in build image brand compared to promotion interactive term short .
Co-Authors Ahmadi Ahmadi Clara Agatha Erna Listiana Harry Setiawan Nur Afifah Vanysa Stefani