The Influence of Live Streaming, Content Marketing, and Online Customer Reviews on Purchasing Decisions in TikTok Shop with E-Trust as an Intervening Variable
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The The development of social media has prompted the transformation of digital marketing strategies towards more interactive forms, such as live streaming, content marketing, and online customer reviews. This research aims to analyze the influence of live streaming, content marketing, and online customer reviews on purchasing decisions, with e-trust as the intervening variable. Specifically, this study tests the mediating role of e-trust in linking these three independent variables to purchasing decisions among TikTok Shop users. The research method used is a quantitative approach with a total of 100 respondents who have made purchases through TikTok Shop. Data were collected using an online questionnaire and analyzed with SmartPLS software to test the relationships between variables. The results show that live streaming and online customer reviews have a positive and significant effect on e-trust, while content marketing has a negative and non-significant effect on e-trust. Furthermore, e-trust plays a significant role in mediating the influence of online customer reviews on purchasing decisions, but does not significantly mediate the influence of live streaming and content marketing. These findings imply that increasing consumer trust can be strengthened through the presentation of authentic customer reviews and transparent direct interaction, thereby driving purchasing decisions more effectively on social media-based e-commerce platforms.
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