Dianty, Septy Ayu (2025) TRUST SEBAGAI PEMEDIASI PENGARUH LIVE STREAMING DAN ONLINE COSTUMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH PADA PENGGUNA ONLINE SHOPPING TIKTOK DI SURABAYA. Masters thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of live streaming and online customer reviews on purchase decisions of Wardah cosmetic products on TikTok, with trust as a mediating variable. The purpose of this research is to examine how live streaming and online customer reviews affect consumer trust and purchase decisions, to understand the role of trust in shaping purchase behavior, and to evaluate the extent to which trust mediates the relationship between live streaming and online customer reviews toward purchase decisions. The population in this study consists of consumers who have purchased and used Wardah cosmetic products through TikTok Shop in Surabaya. A total of 105 respondents were selected using the accidental sampling technique, and the data were analyzed using the Partial Least Square (PLS) approach with the assistance of SmartPLS 3.0 software. The results of this study indicate that live streaming has a significant and positive effect on trust and purchase decisions, meaning that the higher the quality of live streaming, the greater the consumer’s trust and tendency to make a purchase. Furthermore, online customer reviews also have a significant and positive effect on trust and purchase decisions, showing that positive customer feedback can strengthen consumer confidence in Wardah products. In addition, consumer trust has a significant and positive effect on purchase decisions, suggesting that a higher level of trust leads to stronger purchase intentions. The mediation analysis shows that trust significantly mediates the relationship between live streaming and online customer reviews on purchase decisions, implying that both factors will be more effective in influencing purchase behavior when consumer trust is first established. Keywords: Live Streaming, Online Customer Review, Trust, Purchase Decision, Wardah, TikTok Shop.
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HN Social history and conditions. Social problems. Social reform |
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| Divisions: | Faculty of Economic and Business > Magister Management | ||||||||||||
| Depositing User: | Septy Ayu Dianty | ||||||||||||
| Date Deposited: | 09 Dec 2025 01:41 | ||||||||||||
| Last Modified: | 09 Dec 2025 01:41 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/48262 |
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