<![CDATA[The massive digital transformation has reshaped the conventional marketing landscape into an online ecosystem, in which social media and live streaming features have become key instruments. This study aims to investigate the effects of social media and live streaming on consumers’ purchase intention, while also examining the mediating role of consumer trust as an intervening mechanism in the context of Laber’s Store on TikTok Shop, a footwear business that sold 1,825 products within four months of its operation since January 2026. This study employed a descriptive quantitative research design using Structural Equation Modeling–Partial Least Squares (SEM-PLS) analysis assisted by SmartPLS 3.0. Primary data were collected through questionnaires distributed to 200 Laber’s consumers on TikTok Shop using a purposive sampling technique. The independent variables were social media (X1) and live streaming (X2), consumer trust (Z) served as the mediating variable, and purchase intention (Y) served as the dependent variable. Each variable was measured using a five-point Likert scale. The results of the direct effect analysis indicate that social media has a positive and significant effect on purchase intention (T-statistic = 3.504; p = 0.001) and consumer trust (T-statistic = 5.923; p = 0.000). Live streaming also has a positive and significant effect on purchase intention (T-statistic = 3.261; p = 0.001) and consumer trust (T-statistic = 9.123; p = 0.000). Consumer trust has a positive and significant effect on purchase intention (T-statistic = 6.349; p = 0.000). The results of the indirect effect analysis demonstrate that consumer trust significantly mediates the relationship between social media and purchase intention (T-statistic = 5.240; p = 0.000), as well as the relationship between live streaming and purchase intention (T-statistic = 4.886; p = 0.000). Therefore, all seven research hypotheses are accepted. Social media and live streaming explain 47.3% of the variance in consumer trust, while the three variables collectively explain 54.9% of the variance in purchase intention. These findings indicate that increasing consumers’ purchase intention at Laber’s Store on TikTok Shop can be achieved more effectively when social media and live streaming strategies are able to establish consumer trust first.]]>
Copyrights © 2026
