The Effect of Live Shopping and Online Customer Reviews on Purchase Intention That Impacts Purchase Decision Through The TikTok Shop Platform

Abstrak

The purpose of this study is to analyse the direct and indirect effects of the variables Live Shopping, Online Customer Reviews, Purchase Intent, and Purchase Decision. This study uses a quantitative approach, with data collected through the distribution of questionnaires to 100 respondents from Garut Regency who use the TikTok Shop application, with purposive sampling used for sample selection. Data were analysed using Structural Equation Modeling – Partial Least Squares (SEM–PLS) with the assistance of SmartPLS 3.0 software. The findings of this study indicate that the variables Live Shopping and Online Customer Reviews have a significant direct effect on purchase intention. However, Live Shopping and Online Customer Reviews do not have a significant direct effect on purchase decision. Additionally, the purchase intention variable was able to significantly mediate the relationship between live shopping and online customer reviews on purchase decisions. Based on these results, it is hoped that businesses will focus on generating customer interest, as this can significantly influence purchasing decisions. This can be achieved by using experienced hosts who can attract customers and provide informative product information, as well as by adopting a personalized customer care approach to attract positive reviews from consumers.