The Impact of Shoppable Live Streaming and Brand Trust on Purchase Decisions: The Mediating Role of Purchase Intention in ShopTokopedia Platforms

I Wayan Ryan Kusumatirta, I Nengah Suardhika, Ni Putu Cempaka Dharmadewi Atmaja, Ni Putu Audi Orlanda, I Gusti Agung Ayu Dian Priskila Chandra, I Wayan Agus Budi Darma, Anak Agung Ayu Pramisanthi Dewi

Abstract


The rapid growth of e-commerce has reshaped marketing strategies, with shoppable live streams emerging as an innovative medium that merges interactive shopping experiences with real-time entertainment. This study examines the effect of shoppable live streams and brand trust on purchase decisions, with purchase intention positioned as a mediating variable among ShopTokopedia users in Bali, particularly during the platform’s transition from TikTok Shop to ShopTokopedia. Using a quantitative approach, data were collected from 100 respondents and analyzed through Structural Equation Modeling (SEM) with SmartPLS. The findings demonstrate that while shoppable live streams and brand trust significantly influence purchase intention, they do not directly impact purchase decisions. Instead, purchase intention fully mediates the relationship, highlighting its critical role in converting consumer motivation into actual transactions. These results underscore the importance of creating engaging live stream experiences and strengthening consumer trust to drive purchasing behavior. The study contributes original insights into Indonesia’s live commerce ecosystem, offering valuable theoretical implications for consumer behavior research and practical recommendations for businesses aiming to enhance engagement, optimize marketing strategies, and sustain competitiveness in the evolving digital marketplace.


Full Text:

PDF

References


Aditria, D., Digdowiseiso, K., & Nurwulandari, A. (2023). Pengaruh brand image, e-WOM dan brand trust terhadap keputusan pembelian melalui minat beli sebagai variabel mediasi di Hits Burger Antasari Jakarta Selatan. Technomedia Journal (TMJ), 8(1), 30–45. https://doi.org/10.33050/tmj.v8i1

Adriana, N. C., & Ngatno, N. (2020). Pengaruh brand image dan brand trust terhadap keputusan pembelian melalui minat beli sebagai variabel intervening (Studi pada konsumen Sariayu Martha Tilaar di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 9(1), 198–208. https://doi.org/10.14710/jiab.2020.26322

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Akromah, S., & Nurhadi. (2024). The influence of persuasive communication, live selling, and product quality on purchase intentions during live shopping on Shopee. Jurnal Manajemen Bisnis, 11(1), 368–378. https://doi.org/10.33096/jmb.v11i1.730

Apriliani, H. N., & Setyawati, H. A. (2023). Pengaruh electronic word of mouth, brand image, dan brand trust terhadap keputusan pembelian produk moisturizer Skintific (Studi pada masyarakat Kabupaten Kebumen). Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA), 5(3), 247–258. https://doi.org/10.32639/jimmba.v5i3.448

Ardiyanti, Y., Apriliani, R., Efendi, B., & Nurhayati, E. C. (2022). Pengaruh brand image, brand trust dan product quality terhadap keputusan pembelian (Studi pada pembeli kopi Bowongso di Kabupaten Wonosobo). Jamasy: Jurnal Akuntansi, Manajemen & Perbankan Syariah, 2(1), 100–108. https://doi.org/10.32699/jamasy.v2i2.2700

Aslam, W., Hussain, A., Farhat, K., & Arif, I. (2020). Underlying factors influencing consumers’ trust and loyalty in E-commerce. Business Perspectives and Research, 8(2), 186-204. https://doi.org/10.1177/2278533719887451

Brigitta, M. Y. F., Effendi, M. I., Sugandini, D., & Suryono, I. A. (2023). The influence of brand satisfaction and luxury brand attachment on customer advocacy through brand loyalty on Zalora marketplace. International Journal of Applied Business and International Management, 8(3), 133–147. https://doi.org/10.32535/ijabim.v8i3.2095

Chen, C. C., & Lin, Y. M. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and trust. Telematics and Informatics, 35(1), 293–303. https://doi.org/10.1016/j.tele.2017.12.003

Febrianti, W., & Hasan, R. (2022). Impact of product quality and brand image towards buying decisions with buying interest as mediation variable. Journal Research of Social, Science, Economics, and Management, 1(11), 1899-1912. https://doi.org/10.36418/jrssem.v1i11.202

Hidayat, A., Wijaya, T., Ishak, A., & Endi Catyanadika, P. (2021). Consumer trust as the antecedent of online consumer purchase decision. Information, 12(4), 145. https://doi.org/10.3390/info12040145

Ivansyah, N. F., & Novitaningtyas, I. (2023). Pengaruh harga dan promosi live selling terhadap purchase intention di TikTok Shop. Probisnis, 16(2), 107–121. http://dx.doi.org/10.35671/probisnis.v16i2.2370

Izza, F., Supriyadi, A., & Kudus, I. (2023). The effect of co-branding, brand trust, and e-WOM on interest in buying Aerostreet brand shoes on adolescents in Kudus Regency. Jebisku, 1(2), 158–172.

Kojongian, A. S., Tumbel, T. M., & Walangitan, O. (2022). Pengaruh variasi produk dan promosi terhadap keputusan pembelian Careofyou.id pada media sosial Instagram. Productivity, 3(2), 157–161.

Liu, X., & Kim, S. H. (2021). Beyond shopping: The motivations and experience of live stream shopping viewers. Quality of Multimedia Experience (QoMEX), 187–192. https://doi.org/10.1109/QoMEX51781.2021.9465387

Lombok, V. V., & Samadi, R. L. (2022). Pengaruh brand image, brand trust dan digital marketing terhadap keputusan pembelian konsumen pada produk emina (studi kasus pada mahasiswa universitas sam ratulangi). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 953-964.

Mathea, N., & Laksmidewi, D. (2024). The influence of social media influencer endorsement on purchase intention with the mediating roles of parasocial interaction and possession envy. International Journal of Applied Business & International Management, 9(1), 178–193. https://doi.org/10.32535/ijabim.v9i2.2732

Meliana, V., & Ifander, S. E. (2020). Pemanfaatan brand awareness dan brand trust terhadap minat beli produk terbaru. Jurnal Bisnis dan Komunikasi, 7(1), 44–48.

Mosunmola, A., Omotayo, A., & Mayowa, A. (2018). Assessing the influence of consumer perceived value, trust and attitude on purchase intention of online shopping. In Proceedings of the 9th International Conference on E-Education, E-Business, E-Management and E-Learning (pp. 40-47). https://doi.org/10.1145/3183586.3183594

Mukarromah, U., Sasmita, M., & Rosmiati, L. (2022). Pengaruh konten marketing dan citra merek terhadap keputusan pembelian dengan dimediasi minat beli pada pengguna aplikasi Tokopedia. MASTER: Jurnal Manajemen Strategik Kewirausahaan, 2(1), 73–84. https://doi.org/10.37366/master.v2i1.444

Nada, F., Ramadhayanti, A., & Masahere, U. (2023). Pengaruh content marketing dan live shopping terhadap keputusan pembelian produk fashion pada pengguna TikTok Shop. Jurnal Ekonomi Bisnis Antartika, 1(1), 9–16. https://doi.org/10.70052/jeba.v1i1.45

Natasiah, U. & Syaefulloh. (2024). Brand image, brand trust, and brand ambassador on purchase decisions of shopee E-commerce users in Pekanbaru City. Jurnal Manajemen Bisnis, 11(1), 120-134. https://doi.org/10.33096/jmb.v11i1.702

Nguyen, T. M. A., Nguyen, T. H., & Le, H. H. (2022). Online shopping in relationship with perception, attitude, and subjective norm during COVID-19 outbreak: The case of Vietnam. Sustainability, 14(22), 15009. https://doi.org/10.3390/su142215009

Ningsih, D. N. C., Amallia, K. N., Ashari, N. C. F., Kurnia, N. F. I., Bagaskara, D., & Haliza, D. N. (2023). The effect of direct marketing on purchase decision with purchase intention as intervening variable (Study on TikTok live streaming users in Faculty of Administration Science Brawijaya University). Atlantis Press SARL, 150–165. https://doi.org/10.2991/978-2-38476-090-9_15

Permata, A. P., Sunarto, & Widagdo, M. B. (2024). The influence of marketing communication live streaming on TikTok account @somethincmakeup on consumer purchasing decision of Somethinc makeup products with buying interest as mediator variable. Interaksi Online, 12(3), 833–846.

Putri, S. Y., Meria, L., & Amroni. (2023). Pengaruh persepsi nilai dan kepercayaan terhadap keputusan pembelian yang dimediasi oleh minat beli. Technomedia Journal (TMJ), 8(1), 92–107. https://doi.org/10.33050/tmj.v8i1SP.2070

Rahmawati, N. D., Winarso, W., & Anas, H. (2023). Pengaruh flash sale, live shopping, dan electronic word of mouth terhadap keputusan pembelian pada brand Skintific di Shopee. Jurnal Economina, 2(10), 2740–2755. https://doi.org/10.55681/economina.v2i0.897

Ramadhanty, F. (2023). Pengaruh Live Shopping Tiktok@ Skintific_Indonesia Terhadap Keputusan Pembelian Mahasiswa Program Studi Ilmu Komunikasi Universitas Fajar. Jurnal Publisitas, 12(2), 1-16.

Sari, N. Y., & Hermawati, S. (2020). The effect of shopping lifestyle, hedonic shopping motivation, and sales promotion on impulse buying behavior in e-commerce (case study of berrybenka consumer). Jurnal Ilmiah Ekonomi Bisnis, 25(1), 45-54. http://dx.doi.org/10.35760/eb.2020.v25i1.2343

Septiarini, E., Muthiah, C., & Sari, C. (2024). Pengaruh social media advertising terhadap purchase intention sportswear merek lokal yang dimediasi oleh brand trust di Bandung Raya. Jurnal Ilmiah Ekonomi dan Bisnis, 5(1), 118–126. https://doi.org/10.31289/jimbi.v5i1.4337

Solihin, D. (2020). Pengaruh kepercayaan pelanggan dan promosi terhadap keputusan pembelian konsumen pada online shop Mikaylaku dengan minat beli sebagai variabel intervening. Jurnal Mandiri: Ilmu Pengetahuan, Seni, dan Teknologi, 4(1), 38–51. https://doi.org/10.33753/mandiri.v4i1.99

Song, C., & Liu, Y.-L. (2021). The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China. Econstor, 1–18.

Song, Y. J., & Lee, Y. (2020). Perceived service quality through cognitive communion of social live streaming service (SLSS) of fashion product and moderating effect of purchasing experience. Journal of the Korean Society of Clothing and Textiles, 44(4), 639–656. https://doi.org/10.5850/JKSCT.2020.44.4.639

Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications. https://doi.org/10.1016/j.elerap.2019.100886

Urnika, A., & Khasanah, I. (2023). Analisis pengaruh kepercayaan, persepsi risiko, dan e-service quality terhadap keputusan pembelian di Lazada dengan minat beli sebagai variabel intervening. Diponegoro Journal of Management, 12(2).

Wardhana, A. (2024). Perilaku konsumen di era digital. Purbalingga: Eureka Media Aksara.

Yasser, A. S., & Gayatri, G. (2023). The role of live streaming in building consumer trust, engagement, and purchase intention in Indonesian social commerce thrift clothes sellers. ASEAN Marketing Journal, 15(2), 1–13. https://doi.org/10.21002/amj.v15i2.1224




DOI: https://doi.org/10.32535/jicp.v8i2.4181

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 I Wayan Ryan Kusumatirta, I Nengah Suardhika, Ni Putu Cempaka Dharmadewi Atmaja, Ni Putu Audi Orlanda, I Gusti Agung Ayu Dian Priskila Chandra, I Wayan Agus Budi Darma, Anak Agung Ayu Pramisanthi Dewi

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Flag Counter

Published by:

AIBPM Publisher

Editorial Office:

JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone:+62 341 366222
Email: journal.jicp@gmail.com
Website:http://ejournal.aibpmjournals.com/index.php/JICP

Supported by: Association of International Business & Professional Management

If you are interested to get the journal subscription you can contact us at admin@aibpm.org.

ISSN 2622-0989 (Print)
ISSN 2621-993X (Online)

DOI:Prefix 10.32535 by CrossREF

Journal of International Conference Proceedings (JICP) INDEXED:

 

In Process


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.