<![CDATA[This study aims to analyze the effect of streamer interactivity and expertise on consumer purchase intention within the Shopee Live feature, utilizing trust in the streamer as a mediating variable. Using a quantitative approach with a survey design, primary data were collected online from 210 respondents in DKI Jakarta selected through purposive sampling. Data analysis was conducted using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) method with SmartPLS 4.0 software. The results demonstrate that both interactivity and streamer expertise have a positive and significant direct effect on purchase intention, as well as on the formation of consumer trust. Trust in the streamer is also proven to have a positive and significant effect on purchase intention and partially mediates the relationship between interactivity, streamer expertise, and purchase intention. This model explains 55.8% of the variance in trust and 54.5% in purchase intention, empirically supporting the Stimulus-Organism-Response (S-O-R) framework. For managerial implications, businesses are advised to train streamers in responsive two-way communication and comprehensive product knowledge to maintain credibility. Future research is recommended to expand the demographic scope and incorporate additional variables such as streamer attractiveness or broadcast quality. ]]>
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