Indonesian Journal of Advanced Research (IJAR)
Vol. 4 No. 5 (2025): May 2025

The Influence of Influencers on Purchasing Decisions with the Mediating Role of Value and Perceived Emotions on Tiktok Live

Ramadhan, Maulana (Unknown)
Julianti, Rosita (Unknown)
Hernidatiatin, Lis Tatin (Unknown)

Article Info

Publish Date
30 May 2025

Abstract

This study examines the influence of influencers on purchasing decisions, with perceived value and emotions as mediators, in the context of TikTok Live. Live streaming significantly impacts consumer behavior, requiring influencers to build emotional engagement and deliver product value effectively. Using a quantitative method with an online survey of 180 respondents, data were analyzed with SmartPLS 3. Results indicate that influencers positively and significantly affect purchasing decisions (t = 13.125; p = 0.000). Perceived value and emotions mediate this relationship substantially (t = 4.054 and 2.224; p = 0.000 and 0.027). The F-test confirms a simultaneous significant effect of all variables. This study contributes to digital marketing literature by emphasizing emotional and value-driven mechanisms in influencer-based live-streaming commerce.

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Journal Info
Indonesian Journal of Advanced Research (IJAR)
Website

Abbrev

ijar

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media

Description

Indonesian Journal of Advanced Research (IJAR) is an open-access and peer-reviewed journal, published by Formosa Publisher, which is mainly intended for the dissemination of research results by researchers, academics, and practitioners in many fields of science and technology. IJAR publishes ...