Indonesian Journal of Business Analytics (IJBA)
Vol. 4 No. 4 (2024): August 2024

The impact of Online Customer Review, Content Marketing, and Live Streaming on Purchase Decisions on Shopee with Trust as Mediation

Abidin, Alia (Unknown)
Janfry Sihite (Unknown)

Article Info

Publish Date
02 Oct 2024

Abstract

The study aims to analyze the impact of Online Customer Review, Content Marketing, and Live Streaming on Purchase Decisions on Shopee with Trust as Mediation. The population in this study is Generation Z (born 1997-2012) who are based in Jakarta and have been shopping at Shopee at least 1 time or more, with the sample number obtained as many as 176 respondents. The results of this study show that Online Customer Review and Content Marketing have a positive and significant influence on Purchase Decisions, but Live Streaming has a negative and significant impact on Purchasing Decision. Trust is unable to mediate the influence between Online Customer Review and Live Streaming with Purchase Decisions, but Trust is capable of mediating influences between Content Marketing as a partial mediation with Purchasing Decision.

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Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...