Live Streaming, Electronic Word of Mouth, and Brand Trust on Purchase Decision at Parfume Mykonos

This study aims to determine the effect of Live Streaming, Electronic Word of mouth, and Brand Trust on Consumer Purchasing Decisions for Mykonos Perfume in Sidoarjo. This study uses quantitative research with hypothesis testing. The sample used in this study amounted to 96 respondents. The analytical tool used in this research is path analysis technique, carried out using SmartPLS (Partial Least Square) software version 4.0 for Windows. Primary data in this study were obtained from a questionnaire whose measurements used a Likert scale that had been tested for validity and reliability. The results of this study prove that (1) Live Streaming affects purchasing decisions, (2) electronic word of mouth affects purchasing decisions, (3) brand trust affects purchasing decisions.