The Influence of e-Commerce Live Streaming on Purchase Interest in Muslim Fashion Products in Indonesia With Perceived Risk as an Intervening Variable

Devi Mustikawati (Faculty Of Economics And Business, Universitas Muhammadiyah Surakarta, Indonesia)
Muhammad Sholahuddin (Faculty Of Economics And Business, Universitas Muhammadiyah Surakarta, Indonesia)

Jurnal Ilmiah Mizani: Wacana Hukum, Ekonomi Dan Keagamaan
Vol 11, No 1 (2024): April

The purpose of this study is to analyze the effect of e-commerce live streaming on purchase interest in Muslim fashion products in Indonesia with perceived risk as an intervening variable. This research method is a quantitative method. This study used primary data. The population of this study is the audience of e-commerce live streaming throughout Indonesia. The sample size of this study was 150 respondents. The sampling technique used is purposive sampling. The method of collecting this research data is a questionnaire.  The analysis technique used is Partial Least Square (PLS) with a calculation process using the SmartPLS 3.0 software program. The result of this study is that E-commerce Live Streaming has a significant positive effect on Purchase Interest. E-commerce Live Streaming has a significant positive effect on Perceived Risk. Perceived Risk has a significant positive effect on Purchase Interes