ANALISIS PURCHASE INTENTION YANG DIMEDIASI TRUST PADA TIKTOK LIVE STREAMING.

Salsabila Putri Agustin, . (2025) ANALISIS PURCHASE INTENTION YANG DIMEDIASI TRUST PADA TIKTOK LIVE STREAMING. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The rapid advancement of digital technology has significantly transformed consumer shopping behavior, including the rising trend of online shopping through live streaming platforms such as TikTok Live. This study aims to analyze the influence of celebrity endorsement, live streaming, and service quality on consumers’ purchase intention, mediated by trust in the TikTok Live Streaming context. A quantitative research approach was employed, using survey methods to collect data from active TikTok Shop users in Indonesia. The data were analyzed using Structural Equation Modeling (SEM) with the assistance of SmartPLS software. The results reveal that celebrity endorsement, live streaming, and service quality significantly affect trust, which in turn positively influences purchase intention. Furthermore, trust is proven to mediate the relationship between the three independent variables and consumers' purchase intention. This study contributes theoretically to the development of digital marketing literature and provides practical implications for businesses seeking to enhance consumer trust and purchasing decisions through optimized live streaming strategies.

Item Type: Thesis (Tesis)
Additional Information: [No. Panggil : 2210121021] [Pembimbing : Prasetyo Hadi] [Penguji 1 : Diana Triwardhani] [Penguji 2 : Dr. Alfatih Sikki Manggabarani]
Uncontrolled Keywords: Purchase Intention, Trust, TikTok Live Streaming, Celebrity Endorsement, Service Quality
Subjects: L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: SALSABILA PUTRI AGUSTIN
Date Deposited: 19 Aug 2025 04:06
Last Modified: 19 Aug 2025 04:06
URI: http://repository.upnvj.ac.id/id/eprint/38113

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