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All Journal Jurnal Manajemen dan Profesional
Tria Faizza
Universitas PGRI Semarang
Economics, Econometrics & Finance

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The Influence of Live Streaming Shopping and Online Customer Reviews on Purchase Decisions with Trust as an Intervening Variable Tria Faizza; Sutrisno Sutrisno; C. Tri Widiastuti
Jurnal Manajemen dan Profesional Vol. 7 No. 2 (2026): Jurnal Jpro
Publisher : Program Studi Manajemen Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jpro.v7i2.3014

Abstract

This study examines the impact of Live Streaming Shopping and Online Customer Reviews on purchase decisions, with trust as a mediator, among TikTok Shop users. Data from 120 student respondents (FEB Universitas PGRI Semarang, 2022 cohort) were analyzed using PLS-SEM. Results indicate that both Live Streaming Shopping and Online Customer Reviews positively and significantly affect trust, and trust significantly affects purchase decisions. While the direct effects of both variables on purchase decisions are insignificant, trust significantly mediates their relationships with purchase decisions, underscoring its essential role in consumer purchase behavior on TikTok Shop.
Co-Authors C. Tri Widiastuti Sutrisno Sutrisno