Work

The Effect Of Live Streaming, Brand Trust, And Electronic Word Of Mouth (E-WOM) On Purchase Decision For Sattka Basic On Tiktok E-Commerce (Survey of Sattka Basic Consumers in Tasikmalaya City): Dini Fauziah Amri, Budhi Wahyu Fitriadi, Dudu Risana

Year: 2026

Type: article

Abstract: This study aims to determine the influence of live streaming, brand trust, and electronic word-of-mouth (EWOM) on purchase decisions for Sattka Basic on the TikTok e-commerce platform (Survey of Sattka Basic Consumers in Tasikmalaya City). The method used in this study is descriptive quantitative research. The population for this study consists of consumers who purchase Sattka Basic products, with a total population that is unknown. The sample comprised 100 respondents selected through non-probability sampling using purposive sampling. The analysis tool used was multiple linear regression analysis using SPSS version 26. The results of this study indicate that, simultaneously, Live Streaming, Brand Trust, and Electronic Word of Mouth (EWOM) have a simultaneous effect on purchasing decisions. Partially, Live Streaming, Brand Trust, and Electronic Word of Mouth (EWOM) have a positive and significant effect on the decision to purchase Sattka Basic on the TikTok e-commerce platform.

Source: Journal of Law Social Science and Management Review

DOI: 10.70963/jlsmr.v3i1.918

Authors: Dini Fauziah Amri, Budhi Wahyu Fitriadi, Dudu Risana

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W7225778798

FWCI:

Cites:

Cited by:

Related to: