The Influence of Live Streaming, Product Innovation, and Brand Trust on Purchase Decisions for Mykonos Perfume Products on TikTok Shop
Pengaruh Siaran Langsung, Inovasi produk, dan Kepercayaan Merk terhadap Keputusan Pembelian Produk Parfum Mykonos di Tiktok Shop
DOI:
https://doi.org/10.21070/ups.10801Keywords:
Live Streaming, Product Innovation, Brand Trust, Purchase DecisionsAbstract
The rapid growth of social media–based e-commerce, particularly TikTok Shop, has encouraged businesses to adopt more interactive digital marketing strategies. This study aims to examine the influence of live streaming, product innovation, and brand trust on purchase decisions for Mykonos perfume products on TikTok Shop. Data were collected through an online questionnaire using a Likert scale and distributed to 100 respondents who had previously purchased Mykonos perfume via TikTok Shop. The sampling technique used was purposive sampling, and data analysis was conducted using Partial Least Squares–Structural Equation Modeling. The results indicate that live streaming, product innovation, and brand trust have a positive and significant effect on purchase decisions. Among these variables, brand trust has the most dominant influence, followed by live streaming, while product innovation shows the smallest effect. These findings suggest that consumer trust in the brand plays a crucial role in encouraging online purchase decisions for perfume products
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