The Influence of Live Streaming and Online Customer Reviews on Purchase Decisions at Tiktok Shop Through Customer Trust on University Students Medan City Private

Abstract

The purpose of this research is to determine the influence of live streaming and online customer reviews on purchase decisions at the Tiktok Shop through customer trust in private university students in Medan City, both directly and indirectly. This research uses a quantitative approach and statistical analysis, namely partial least squares – structural equestion model (PLSSEM) which aims to carry out path analysis with latent variables. The research results show that Live Streaming has a positive and significant effect on purchasing decisions. Live Streaming has a positive and significant effect on Consumer Confidence. Online Customer Reviews have a positive and significant effect on Purchasing Decisions. Online Customer Reviews have a positive and significant effect on Consumer Trust. Consumer Trust has a positive and significant effect on Purchasing Decisions. Consumer Trust does not mediate the influence of Live Streaming on Purchasing Decisions. Consumer Trust does not mediate the influence of Online Customer Reviews on Purchasing Decisions.

Keywords: Live Streaming, Online Customer Reviews, Consumer Trust, Purchasing Decisions