PENGARUH LIVE STREAMING, E-WOM, DAN CUSTOMER TRUST TERHADAP PURCHASE INTENTION WARDAH DI TIKTOK SHOP JAKARTA SELATAN

Susi Susanti, . (2025) PENGARUH LIVE STREAMING, E-WOM, DAN CUSTOMER TRUST TERHADAP PURCHASE INTENTION WARDAH DI TIKTOK SHOP JAKARTA SELATAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The rapid growth of internet usage in Indonesia, particularly in South Jakarta, has transformed consumer behavior in purchasing beauty products through digital platforms such as TikTok Shop. Increasing competition encourages local brands like Wardah to strengthen their digital marketing strategies in order to maintain consumer purchase intention. This study aims to identify and analyze the influence of live streaming, electronic word of mouth (E-WOM), and customer trust on purchase intention of Wardah products on TikTok Shop in South Jakarta. This research employs a quantitative approach using an online questionnaire distributed to 150 respondents selected through purposive sampling. The collected data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the aid of SmartPLS 3.0 software. The results indicate that live streaming, E-WOM, and customer trust have a positive and significant effect on consumer purchase intention. Therefore, it can be concluded that interactive digital marketing strategies, positive online reviews, and consumer trust are essential factors in enhancing purchase intention toward local beauty products in the era of social commerce.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210111032] [Pembimbing: Suharyati] [Penguji 1: Miguna Astuti] [Ketua Penguji : Anastasia Bernadin Dwi Mardiatmi]
Uncontrolled Keywords: Live Streaming, E-WOM, Customer Trust, Purchase Intention, TikTok Shop, Wardah.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: SUSI SUSANTI
Date Deposited: 25 Mar 2026 03:19
Last Modified: 25 Mar 2026 03:19
URI: http://repository.upnvj.ac.id/id/eprint/41129

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