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All Journal MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Equator Journal of Management and Entrepreneurship Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Keuangan dan Perbankan Jurnal Mirai Management AL-TANZIM : JURNAL MANAJEMEN PENDIDIKAN ISLAM Performance Journal Of Management Science (JMAS) International Journal of Economics, Business and Accounting Research (IJEBAR) eCo-Buss Ilomata International Journal of Management Enrichment : Journal of Management Ilomata International Journal of Management Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Ekonomi Industrial Research Workshop and National Seminar Malcom: Indonesian Journal of Machine Learning and Computer Science Jurnal Multidisiplin West Science Madani: Multidisciplinary Scientific Journal Journal of Educational Management Research JAPB JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Riwayat: Educational Journal of History and Humanities Jurnal Bisnis dan Kewirausahaan Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mujtama: Jurnal Pengabdian Masyarakat MERDEKA: Jurnal Ilmiah Multidisiplin INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen International Journal of Economics, Business Management and Accounting Business and Applied Management Journal Joong-Ki Menulis: Jurnal Penelitian Nusantara
Fauzan, Rizky
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Pengaruh Social Influence dan Live Streaming Terhadap Keputusan Pembelian Melalui Customer Engagement: Studi pada Produk Glad2glow Juliyanti, Juliyanti; Fauzan, Rizky; Listiana, Erna; Afifah, Nur; Setiawan, Harry
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 4 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i4.11606

Abstract

This research aims to analyze the influence of Live streaming and social influence on the purchase decision of imported skincare products through customer engagement mediation on e-commerce platforms in Indonesia. The research was conducted in Indonesia in November - January 2026. This research is a quantitative study with purposive sampling of 165 consumers of Glad2Glow products who actively follow live streaming. Data was analyzed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results show that Customer engagement has a significant positive effect on purchasing decisions. Live streaming has a significant positive effect both directly on purchasing decisions and indirectly through customer engagement. Social influence has a significant positive effect both directly on purchasing decisions and indirectly through customer engagement. This finding confirms the S-O-R model in live streaming, confirming the crucial role of digital interaction and social validation in building consumer engagement that drives purchase conversion. This research is expected to be able to provide theoretical and practical contributions to digital marketing strategies in the Indonesian collectivistic market.
Co-Authors Ahmad Shalahuddin, Ahmad AHMADI Akbari, Rizki Zulfi Ana Fitriana Ana Fitriana Anastasia Lidya Maukar Andy Andy Anik Vega Vitianingsih Annisa Fitria Anwar Azazi Apriandika, Muhammad Nahruddin Arman Jaya Asli, Salsabila Hasya Barkah, Barkah Cahyono, Cahyono Kaelan Damianus Ute Daud, Ilzar Donny Usman Dwi Suzanna Edison, Norvin Edwardo, Albert Endang Dhamayantie Erna Listiana Erna Listiana Fadilah, Putri Fahriansyah Fahriansyah Fahruna, Yulyanti Fajar Kristanto Fauzan, Ahmad Hilmi Giriati, Giriati Gita, Leiya Harry Setiawan Hasanudin Hasanudin Hasanudin Helma Malini, Helma Hitan, Wiwin Ikram Yakin Ilzar Daud Ilzar Daud Ilzar Daud Iman Kalis, Maria Chirstiana Janiarti, Della JULIYANTI JULIYANTI, JULIYANTI Juniwati Juniwati K, Karsim Karolina, Sindi Karsim Karsim, Karsim Khristian Lestari, Mugi Ayu M. Irfani Hendri Maharani, Tri Adinda Mailisa, Yessi Marchello Maria Christiana Iman Kalis, Maria Christiana Maria Christiana l Kalis Marisca, Tirza Eudia Mayardi, Rika Megawati - Mochammad Imron Awalludin Muhammad Afif Muhammad Iqbal Muhaimin Munir, Azzis Abdul Nardi, Rio Nisrina Amalia Novita Novita Nur Afifah Nurhapizah, Siti Nurul Komari Nurul Komari Nurul Komari Oktaviana Oktaviana Patricia, Adella Pradidta, Elsa Pramana Saputra Purmono, Bintoro Bagus Purwanto, Dimas Puspita, Nina Putri Pangestika, Putri Rahmadhani, Roro Ayu Ramadania Ramadania, Ramadania Ridwansyah Ridwansyah Rifki, Maulana Radiyan Rusmana, Muchamad Raihan Surya Rustam Rustam Salsabila, Intan Serene, Gabriel Shelly, Shelly Sihombing, Rony Pasonang siti zahra zahira Sri Langgeng Ratnasari SULISTIOWATI Suriyani, Eddy SUSANTI Syahbandi Syahbandi Syahbandi The, Trixie Agustina Titi Rosnani Titik Rosnani Titik Rosnani Titinawati, Titinawati Triadi*, Masius Veronika Veronika Victorio, Michael Wardana, Rizky Hady Wendy Wenny Pebrianti Wibowo, Titik Yoyon Arie Budi Suprio Yunitasari*, Richa Kartika Kristin Dian Yuspita, Agata