<![CDATA[This study aims to examine the effect of Perceived Risk and Consumer Trust on Purchase Decisions and to analyze the mediating role of Live Promotion among students of the Primary School Teacher Education Study Program at Universitas Muhammadiyah Muara Bungo who use Shopee. The study employed a quantitative explanatory approach. Data were collected through a five-point Likert questionnaire from 286 respondents. Before the main survey, the instrument was tested on 31 respondents and items that did not meet the measurement criteria were evaluated and eliminated. The main data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3.2.9. The results show that Perceived Risk has a positive and significant effect on Purchase Decisions (β=0.226; t=2.067; p=0.039), while Consumer Trust has no significant direct effect (β=0.070; t=1.293; p=0.197). Live Promotion has a positive and significant effect on Purchase Decisions (β=0.586; t=4.958; p<0.001). Live Promotion does not significantly mediate the relationship between Perceived Risk and Purchase Decisions (β=0.144; t=1.966; p=0.050), but significantly mediates the relationship between Consumer Trust and Purchase Decisions (β=0.295; t=4.340; p<0.001). The model explains 55.6% of the variance in Purchase Decisions. The findings indicate that Live Promotion is an important mechanism for translating Consumer Trust into purchasing decisions in the studied context.]]>
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