Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Pemasaran
Salim, Sally
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
WHEN WARMTH MATTERS MORE THAN EXPERTISE: THE ROLE OF STREAMER INTERACTION IN TRUST, SOCIAL PRESENCE, AND PURCHASE INTENTION IN INDONESIAN LIVESTREAM COMMERCE Weyna, Eilin Marcelita; Dini, Ovilya Nosavan; Salim, Sally; Anggraeni, Adilla
Jurnal Manajemen Pemasaran Vol. 20 No. 1 (2026): APRIL 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.20.1.15-31

Abstract

The rapid expansion of livestream commerce in Indonesia has intensified competition among streamers, making interaction quality and personal attributes critical determinants of consumers' purchase intentions. This study examines the effects of real-time interaction (responsiveness and interactivity) and streamer characteristics (attractiveness and expertise) on purchase intention, with trust and social presence serving as mediating variables. A quantitative research design was employed using an online survey of 300 Indonesian consumers with prior experience watching livestream shopping sessions. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized relationships within the Stimulus-Organism-Response framework. The findings indicate that responsiveness, interactivity, and streamer attractiveness significantly enhance trust and social presence, which in turn increase purchase intention. Streamer expertise directly influences purchase intention and social presence, but does not significantly influence trust. These results suggest that relational and interactional cues play a more prominent role than competence-based cues in shaping consumer responses during livestream shopping. The study contributes to the literature on trust formation in interactive digital environments and provides practical insights for optimizing livestream engagement and conversion strategies.
Co-Authors Anggraeni, Adilla Dini, Ovilya Nosavan Weyna, Eilin Marcelita