The Influence Of Live Streaming Shopping And Influencer Marketing On Purchase Intention With Consumer Trust As An Intervening Variable Among Tiktok Shop Consumers In Pekanbaru City

Abstract

The development of digital commerce through social media has transformed consumer behavior in obtaining information and making online purchasing decisions. TikTok Shop utilizes live streaming shopping and influencer marketing to increase consumer interaction and encourage purchase intention. In this context, consumer trust plays an important role in strengthening consumers’ willingness to purchase. This study aims to analyze the influence of live streaming shopping and influencer marketing on purchase intention with consumer trust as an intervening variable among TikTok Shop consumers in Pekanbaru City. This study uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to TikTok Shop consumers who met the predetermined criteria. The sampling technique used was purposive sampling, while the data were measured using a Likert scale. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS), including regression analysis, t-test, coefficient of determination, and indirect effect analysis. The results indicate that live streaming shopping has a positive and significant effect on consumer trust and purchase intention. Influencer marketing also has a positive and significant effect on consumer trust and purchase intention. Furthermore, consumer trust positively and significantly affects purchase intention and mediates the effects of both live streaming shopping and influencer marketing on purchase intention. These findings highlight the importance of consumer trust in strengthening digital marketing effectiveness on TikTok Shop.