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The Influence of Live Streaming Shopping on Trust and Repurchase Intention on the TikTok Shop Platform
(1) * Shika Arsida Mail (Universitas Muhammadiyah Pontianak, Pontianak, 78123, Indonesia)
(2) Sumiyati Sumiyati Mail (Universitas Muhammadiyah Pontianak, Pontianak, 78123, Indonesia)
*Corresponding author

Abstract


This study aims to analyze the influence of live streaming shopping on trust and repurchase intention among the people of Pontianak City on the TikTok Shop platform. This research uses an associative quantitative approach with a total of 100 respondents selected through purposive sampling techniques. Data were collected using a questionnaire. Data analysis was carried out using the Structural Equation Modeling method with Partial Least Squares (SEM-PLS). The R-square test results show a coefficient of determination of 46.2% for the Trust variable and 66.4% for Repurchase Intention, which means that the variation in Trust and Repurchase Intention can be explained by the Live Streaming Shopping variable. The test results show that Live Streaming Shopping has a positive and significant effect on Trust, Trust has a significant effect on Repurchase Intention, and Live Streaming Shopping also has a significant direct effect on Repurchase Intention. The indirect effect test shows that Live Streaming Shopping significantly influences Repurchase Intention through Trust as an intervening variable. In conclusion, Live Streaming Shopping plays an important role in building trust and increasing consumers repurchase intention on TikTok Shop. The practical implication is that sellers are advised to maximize real-time interaction and information transparency during live streaming sessions. Future research is expected to include additional variables such as product quality or promotion and expand the research area so that the results are more comprehensive and applicable.

Keywords


Live Streaming Shopping; Trust; Repurchase Intention

   

DOI

https://doi.org/10.33122/ejeset.v6i2.917 		      

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