THE INFLUENCE OF LIVE STREAMING AND CUSTOMER REVIEWS ON PURCHASE DECISIONS MEDIATED BY CUSTOMER TRUST IN THE TIKTOK SHOP APPLICATION OF GENERATION Z IN JAKARTA

Abstract

This research was conducted to examine the influence of live streaming and customer reviews on purchasing decisions mediated by customer trust in the TikTok Shop Generation Z application in Jakarta. This research employs a quantitative method, with data collected through questionnaires distributed to 100 respondents. The data is processed using descriptive analysis and SEM-PLS regression analysis through Smart PLS version 4 software. The evaluation in this study includes model evaluation and hypothesis testing. The statistical test results for the seven hypotheses indicate that live streaming has a significant effect on customer trust, customer reviews has a significant effect on customer trust, live streaming has a significant effect on purchase decisions, customer reviews has a significant effect on purchase decisions, customer trust significant effect on purchase decisions, live streaming insignificant effect on purchase decisions through customer trust and customer reviews insignificant effect on purchase decisions through customer trust.