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September 30, 2025Open Access

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

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Authors

IKI Wayan Ryan KusumatirtaISI Nengah SuardhikaNANi Putu Cempaka Dharmadewi Atmaja

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Overview

Quantitative analysis reveals shoppable live streams enhance purchase intention in ShopTokopedia users, indicating brand trust's significance in consumer decisions.

Key Points

  • Shoppable live streams significantly influence purchase intention among ShopTokopedia users, leading to increased consumer engagement.
  • The study found that brand trust plays a critical role in shaping purchase intention, which fully mediates the relationship with purchase decisions.
  • Using Structural Equation Modeling, the analysis was based on data collected from 100 respondents in Bali during a transition phase in the platform.
  • These findings emphasize the necessity for businesses to enhance live streaming experiences and foster brand trust to drive purchasing behavior.

Cite This Study

Kusumatirta et al. (2025) studied this question.

synapsesocial.com/papers/68dc262a8a7d58c25ebb375ehttps://doi.org/10.32535/jicp.v8i2.4181
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1EXPLORING THE FACTORS THAT IMPACT IMPULSE PURCHASE INTENTION IN TIKTOK LIVE STREAMING SHOPPING IN INDONESIA2024 · 10 citations
  2. 2The Influence of Live TikTokShop in Building Customer Trust and Customer Engagement through Perceived Value2024 · 3 citations
  3. 3The Influence of Professionalism and Interaction on Purchase Intention in TikTok Shop Live Streaming2024
  4. 4THE EFFECT OF TRUST IN STREAMERS ON LIVE SHOPPING CONSUMERS' PURCHASE INTENTION IN INDONESIA2024
  5. 5THE MEDIATING ROLE OF ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS: EXPLORING THE IMPACT OF LIVE SHOPPING FEATURES AND CONTENT MARKETING2025