Pengaruh Content Review dan Live Streaming di TikTok terhadap Purchase Decision dengan Perceived Trust sebagai Variabel Intervening pada Generasi Z Studi Pada Generasi Z Pengguna Tiktok Di Kabupaten Garut
DOI:
https://doi.org/10.53682/jpjsre.v6i1.11336Keywords:
Content Review, Live Streaming, Purchase Decision, Perceived TrustAbstract
Abstrak< strong>
Penelitian ini bertujuan untuk mengevaluasi pengaruh Content Review dan Live Streaming di TikTok terhadap Purchase Decision dengan Perceived Trust sebagai variabel intervening pada Generasi Z pengguna TikTok di Kabupaten Garut Pendekatan yang digunakan adalah metode kuantitatif dengan tujuan deskriptif dan kausal serta menggunakan Structural Equation Modeling SEM PLS sebagai teknik analisis Data dikumpulkan dari 100 responden melalui metode purposive sampling Hasil penelitian mengungkapkan bahwa Content Review memiliki dampak positif terhadap Purchase Decision melalui Perceived Trust sehingga mendukung hipotesis pertama Sebaliknya Live Streaming tidak memberikan pengaruh positif terhadap Purchase Decision Temuan ini konsisten dengan penelitian sebelumnya yang menunjukkan bahwa konten yang autentik dan mendetail dapat meningkatkan kepercayaan konsumen namun tidak sejalan dengan studi sebelumnya mengenai pengaruh live streaming Penelitian ini memberikan wawasan bagi pemasar dalam memanfaatkan Content Review untuk meningkatkan Purchase Decision di TikTok serta menyarankan agar interaktivitas dalam live streaming dapat lebih ditingkatkan untuk mencapai hasil yang lebih optimal< p>
Kata kunci: Content Review Live Streaming Purchase Decision Perceived Trust < em>< strong>< p>
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