PENGARUH LIVE STREAMING SHOPPING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DENGAN TRUST SEBAGAI VARIABEL INTERVENING
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Zami, Rifqi Zam
Subject
HF Commerce
Datestamp
2023-08-29 01:23:23
Abstract :
This study aims to determine the effect of live streaming shopping and online customer reviews on purchasing decisions among Tiktok Shop users among students of favorite universities in the city of Semarang with trust as a mediating variable. The data used in this research is primary data based on a random sample of 100 respondents. The data is processed using the Partial Least Square (PLS) system in the SmartPLS 4 data processing application. The results of the analysis prove that live streaming shopping has a positive and significant effect on purchasing decisions and trust. Online customer reviews have a direct and significant positive effect on purchasing decisions, but online customer reviews have no effect on trust. Meanwhile, trust has a positive and significant effect on purchasing decisions. Trust is able to mediate a partial (partial mediation) effect between live streaming shopping and purchasing decisions. Meanwhile, the influence of online customer reviews on purchasing decisions cannot be mediated (no mediation) by trust.
This study aims to determine the effect of live streaming shopping and online customer reviews on purchasing decisions among Tiktok Shop users among students of favorite universities in the city of Semarang with trust as a mediating variable. The data used in this research is primary data based on a random sample of 100 respondents. The data is processed using the Partial Least Square (PLS) system in the SmartPLS 4 data processing application. The results of the analysis prove that live streaming shopping has a positive and significant effect on purchasing decisions and trust. Online customer reviews have a direct and significant positive effect on purchasing decisions, but online customer reviews have no effect on trust. Meanwhile, trust has a positive and significant effect on purchasing decisions. Trust is able to mediate a partial (partial mediation) effect between live streaming shopping and purchasing decisions. Meanwhile, the influence of online customer reviews on purchasing decisions cannot be mediated (no mediation) by trust.
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