Sandra, Etika Adellia (2025) Peran brand trust dalam memediasi pengaruh live streaming shopping dan social media influencer terhadap purchase intention produk moisturizer skintific di tiktok shop / Etika Adellia Sandra</p>. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
p This study aims to analyze the influence of live streaming shopping and social media influencers on the purchase intention of Skintific skincare products on the TikTok Shop platform with brand trust as a mediating variable. The research method used is quantitative with an explanatory research approach. The sampling technique employed is purposive sampling involving 245 university student respondents in Malang City who are active TikTok users and have watched live streaming as well as content from influencer Tasya Farasya. Data analysis was conducted using Structural Equation Modeling with the Partial Least Squares (PLS-SEM) approach through SmartPLS 4.0 software. The results show that both live streaming shopping and social media influencers have a positive and significant effect on purchase intention both directly and indirectly through brand trust. Brand trust is proven to be a significant mediating variable strengthening the relationship between digital shopping experiences and consumer purchase decisions. These findings provide theoretical contributions to the development of digital marketing literature and practical implications for business actors in designing interactive and credibility-based communication strategies through social commerce platforms such as TikTok Shop. /p
| Item Type: | Thesis (Diploma) |
|---|---|
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Departemen Manajemen (MNJ) > S1 Manajemen |
| Depositing User: | library UM |
| Date Deposited: | 22 Aug 2025 04:29 |
| Last Modified: | 09 Sep 2025 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/397209 |
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