<![CDATA[This study examines the effects of social commerce usage and live shopping intensity on purchase intention, with trust in influencers as a mediating variable. The research object comprises active users of platforms that enable social commerce and live shopping in Indonesia. The objectives are to assess the direct effects of both platform-behavior variables on purchase intention and to test the mediating role of trust in influencers. A quantitative, cross-sectional survey with five-point Likert scales was analyzed using PLS-SEM on 320 screened respondents. The results indicate that social commerce usage and live shopping intensity positively influence purchase intention, both directly and indirectly through trust in influencers. Trust in influencers emerges as a significant psychological mechanism that converts content exposure and real-time interaction into purchase intention. The study concludes that strengthening influencer reliability, ensuring transparent content, and designing interactive live sessions are essential to elevate consumers’ purchase intentions. Practical implications include curating and sustaining long-term partnerships with influencers and orchestrating live features that enhance credibility and engagement.]]>
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