JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Investigating the Mechanism of Live Streaming on Purchase Decisions: The Mediating Role of Trust

Angelina Rumondor, Vina (Unknown)
Bachri, Syamsul (Unknown)
Sutomo, Maskuri (Unknown)
Mandala Putra, Setiawan (Unknown)

Article Info

Publish Date
21 Mar 2026

Abstract

This study examines the effect of live streaming on purchase decisions, with consumer trust as a mediating variable, in TikTok Shop purchases of Glad2Glow skincare products. The objective was to analyze the direct effect of live streaming on consumer trust and purchase decisions, as well as the mediating role of consumer trust. This quantitative study involved 75 respondents and used Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results showed that live streaming significantly affected consumer trust and purchase decisions, while consumer trust also significantly influenced purchase decisions and mediated the relationship. These findings imply that effective live streaming can strengthen trust and encourage purchasing behavior. Keywords: Live Streaming, Purchase Decision, Consumer Trust, Tiktok Shop, Skincare, Glad2Glow

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...