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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Klara Rima Angelia
Universitas Stikubank Semarang
Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Trust Memediasi Pengaruh Live Streaming Dan Online Customer Review Terhadap Purchase Decision Produk Skincare Pada Tiktok Shop Klara Rima Angelia; Robertus Basiya
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 12 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i12.4526

Abstract

The aim of this research is to test trust mediating the influence of live streaming and online customer reviews on purchasing decisions for skincare products at the Tiktok Shop. This type of research is quantitative research. The population of this research is 100 consumers who shop for skincare at the Tiktok Shop. The data analysis technique uses multiple linear regression analysis. The results of this research show that live streaming has a positive and significant effect on trust, online customer reviews have a positive and significant effect on trust, live streaming has a positive and significant effect on purchase decisions, online customer reviews have a positive and significant effect on purchase decisions, trust has a positive and significant effect on purchase decisions, trust mediates the influence of live streaming on purchase decisions, and trust mediates the influence of online customer reviews on purchase decisions.
Trust Memediasi Pengaruh Live Streaming Dan Online Customer Review Terhadap Purchase Decision Produk Skincare Pada Tiktok Shop Klara Rima Angelia; Robertus Basiya
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 12 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i12.4526

Abstract

The aim of this research is to test trust mediating the influence of live streaming and online customer reviews on purchasing decisions for skincare products at the Tiktok Shop. This type of research is quantitative research. The population of this research is 100 consumers who shop for skincare at the Tiktok Shop. The data analysis technique uses multiple linear regression analysis. The results of this research show that live streaming has a positive and significant effect on trust, online customer reviews have a positive and significant effect on trust, live streaming has a positive and significant effect on purchase decisions, online customer reviews have a positive and significant effect on purchase decisions, trust has a positive and significant effect on purchase decisions, trust mediates the influence of live streaming on purchase decisions, and trust mediates the influence of online customer reviews on purchase decisions.
Co-Authors Robertus Basiya