The Influence of Live Streaming and Online Customer Reviews on Purchasing Decisions at Shopee with Consumer Trust as an Intervening Variable

Willy Yusnandar, Wita Meilani Nasution

Abstract


This research aims to determine the effect of live streaming and online customer reviews on purchasing decisions at Shopee with consumer trust as an intervening variable (case study of Camille skincare products for students at the Faculty of Economics and Business at UMSU). The method used in this research is a quantitative method with a population of active students from the UMSU Faculty of Economics and Business class of 2020. The data collection technique used simple random sampling with 90 samples. The data analysis test technique used in this research is using a variance-based structural equation model (SEM) with partial least squares (PLS) by testing the outer model and inner model. This research succeeded in finding the influence of live streaming on purchasing decisions with consumer trust as an intervening variable for Camille products on Shopee among students at the Faculty of Economics and Business at UMSU. Meanwhile, the online customer review variable is not able to mediate consumer trust as an intervening variable in purchasing decisions. The research results also show the positive and significant influence of live streaming on purchasing decisions, live streaming on consumer trust, online customer reviews on purchasing decisions and consumer trust in purchasing decisions. Meanwhile, the online customer review variable has an effect but is not significant on consumer trust.


Keywords


Live Streaming, Online Customer Reviews, Consumer Trust, Purchase Decision

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References


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DOI: https://doi.org/10.30596/miceb.v2i0.623

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