<![CDATA[This study aims to analyze the influence of live streaming and online reviews on purchasing decisions for Erigo fashion products on the TikTok Shop platform, with consumer trust as a moderating variable. While previous studies have widely examined purchasing decisions, the use of consumer trust as a moderating variable between live streaming and online reviews remains rarely explored by other researchers. The phenomenon of social commerce through TikTok Shop has transformed how people interact with brands, particularly in urban areas like Medan. This research is a quantitative study with an associative approach. The population consists of individuals in the Medan Kota district who have purchased Erigo products on TikTok Shop. The number of respondents determined by the Lemeshow formula. Data were collected via online questionnaires to 100 respondents and processed using SPSS statistical software. Data analysis techniques included instrument testing (validity and reliability), classic assumption tests, multiple linear regression analysis, and Moderated Regression Analysis. The results indicate that, partially, live streaming has no influence on purchasing decisions with a significance value of 0.071 which is bigger than 0.05. Conversely, the online reviews is proven to have a partial influence on purchasing decisions with a significance value of 0.000 which is smaller than 0.05. However, the moderation test results show that consumer trust is unable to moderate the influence of either live streaming or online reviews on purchasing decisions with a significance value of 0.228 and 0.774. The R2 value is 0.807, indicating that the combined contribution of live streaming, online reviews, and consumer trust to purchasing decisions is 80.7%, while the remaining 19.3% is explained by other variables not examined in this study.]]>
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