Nugroho, Gwenda Vania Putri (2026) PENGARUH KEPERCAYAAN KONSUMEN DAN LIVE STREAMING PROMOTION TERHADAP KEPUTUSAN PEMBELIAN SKINCARE WARDAH MELAUI MINAT BELI DI TIKTOK SHOP SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effect of consumer trust and live streaming promotion on the purchase decision of Wardah skincare on TikTok Shop, both directly and through purchase intention as a mediating variable. Prior studies on TikTok Shop have generally examined live streaming and shopping promotion partially and have not simultaneously integrated consumer trust and purchase intention as intervening variables, so the psychological process by which consumers move from trust formation to an actual purchase decision remains insufficiently explained. This study employs a quantitative approach by distributing a Likert-scale questionnaire to 95 respondents who are consumers of Wardah skincare on TikTok Shop in Surabaya City, selected through purposive sampling, with the data subsequently analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) assisted by SmartPLS 4.0. The results show that consumer trust and live streaming promotion have a positive and significant effect on both purchase intention and purchase decision, either directly or through the mediation of purchase intention, so that all seven research hypotheses are accepted. These findings provide empirical and practical contributions to the development of digital marketing strategies, particularly the strengthening of consumer trust and the optimization of live streaming promotion in the social-media-based local skincare industry. Keywords: Consumer Trust, Live Streaming Promotion, Purchase Intention, Purchase Decision, TikTok shop
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | gwenda vania putri nugroho | ||||||||
| Date Deposited: | 01 Sep 2026 04:46 | ||||||||
| Last Modified: | 01 Sep 2026 06:14 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59528 |
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