The Impact of Shoppable Live Streaming and Brand Trust on Purchase Decisions: The Mediating Role of Purchase Intention in ShopTokopedia Platforms
Year: 2025
Type: conference-paper
Study design: Observational Study
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.
Authors: Universitas Mahasaraswati Denpasar, I Wayan Ryan Kusumatirta, I Nengah Suardhika, Universitas Mahasaraswati Denpasar, Ni Putu Cempaka Dharmadewi Atmaja, Universitas Mahasaraswati Denpasar, Ni Putu Audi Orlanda, Universitas Mahasaraswati Denpasar, I Gusti Agung Ayu Dian Priskila Chandra, Universitas Mahasaraswati Denpasar, I Wayan Agus Budi Darma, Universitas Mahasaraswati Denpasar, Anak Agung Ayu Pramisanthi Dewi, Universitas Mahasaraswati Denpasar
Institution: Universitas Mahasaraswati Denpasar
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4414620243