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All Journal International Journal Of Science, Technology & Management (IJSTM)
Adabina Firlyani, Raisa
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering Transportation

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The Impact of Utilitarian, Hedonic, and Social Value on Purchase Intention through Customer Trust in Live Streaming: A Study of Wardah Beauty Products on TikTok Adabina Firlyani, Raisa; Millanyani, Heppy
International Journal of Science, Technology & Management Vol. 6 No. 4 (2025): July 2025
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v6i4.1319

Abstract

This study examines the relationships between utilitarian value, hedonic value, social value, trust in product, trust in platform, and purchase intention in the context of Wardah beauty products on TikTok live streaming. Using Structural Equation Model (SEM) with SmartPLS on 384 respondents, the research found that social value demonstrates the strongest influence on purchase intention (β = 0.368), followed by utilitarian value (β = 0.188) and hedonic value (β = 0.105). Notably, trust in platform significantly influences purchase intention (β = 0.171, p = 0.001), while trust in product does not (p = 0.810). The model explains 62.8% of purchase intention variance with strong predictive relevance (Q² = 0.420). Results indicate that social interactions and platform trust are more crucial than product-specific trust in driving consumer purchase decisions in live streaming commerce. These findings suggest that beauty brands should prioritise social engagement and platform reliability over traditional product-focused marketing strategies.
Co-Authors Heppy Millanyani