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Ramadania
Universitas Tanjungpura
Humanities Education Social Sciences

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Examining the Effects of Live Streamer and Product Characteristics on Purchase Intention: The Mediating Role of Emotional Trust in Social Commerce Naswa Riantika; Wenny Pebrianti; Ana Fitriana; Ramadania; Bintoro Bagus Purmono
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1958

Abstract

This study aims to examine the influence of live streamer characteristics and product characteristics on purchase intention, with emotional trust serving as a mediating variable in the context of live streaming commerce for religious products. A quantitative approach was employed using a survey method involving 201 respondents who had previously watched religious product live streaming sessions on a short-video commerce platform. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that live streamer characteristics—comprising professionalism, attractiveness, and interactivity—have a positive and significant effect on both emotional trust and purchase intention. Similarly, product characteristics, including perceived quality, price fairness, and practicality, significantly influence emotional trust and purchase intention. Emotional trust was found to play a significant mediating role in strengthening the relationship between both live streamer characteristics and product characteristics and consumers’ purchase intention. These results imply that in emotionally sensitive product contexts, consumers’ purchase decisions are shaped not only by functional and economic considerations but also by the development of emotional trust fostered through credible and interactive live streaming experiences. This study contributes to the social commerce literature by extending the understanding of emotional trust mechanisms in live streaming environments involving high emotional and religious sensitivity products.
The Impact of Work Family Conflict on Turnover Intention: A Study of Married Gen Z Banking Employees in Indonesia with Burnout and Job Satisfaction as Mediators Yupentus Bio Samuel; Ramadania; Dody Pratama Marumpe; Ilzar Daud; Mazayatul Mufrihah
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.2010

Abstract

This study aims to analyze the effect of work family conflict on turnover intention among married Generation Z employees in the banking sector, with burnout and job satisfaction serving as dual mediating variables. A quantitative approach was employed by distributing online questionnaires to 200 married Gen Z banking employees in Indonesia, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that work–family conflict has a positive and significant effect on turnover intention, although its direct contribution is relatively small. However, work–family conflict exerts a strong and significant influence on increasing burnout and decreasing job satisfaction. Among the variables examined, job satisfaction emerged as the most dominant predictor in reducing turnover intention, demonstrating the highest path coefficient. Furthermore, the mediation analysis confirms that burnout and job satisfaction function as significant emotional mechanisms that translate work–family conflict into turnover intention, with the mediating role of job satisfaction being substantially stronger than that of burnout. These findings imply that maintaining and enhancing job satisfaction is a critical talent retention strategy, particularly in mitigating the adverse effects of work–family conflict among married Gen Z employees in the banking industry.
Co-Authors Ana Fitriana Bintoro Bagus Purmono Dody Pratama Marumpe Ilzar Daud Mazayatul Mufrihah B11212091 Naswa Riantika Wenny Pebrianti Yupentus Bio Samuel