Impact of Live Shopping and Consumer Trust on Purchase Decision: A Study on TikTok Shop Users

Abstract

This study aims to analyze the influence of live shopping and consumer trust
on purchasing decisions of TikTok Shop users in Indonesia, both partially and
simultaneously. Using a quantitative approach, data were collected through an online
survey of 75 respondents who had participated in live shopping and made purchases
at TikTok Shop. The analysis was carried out using multiple linear regression using
SPSS 25 to test validity, reliability, and hypotheses. The results showed that both live
shopping and consumer trust have a positive and significant influence on purchasing
decisions. Live shopping provides an interactive experience and emotional
engagement that encourages impulsive purchases, while consumer trust strengthens
the intention to purchase. Theoretically, this study enriches the literature on social
commerce by adopting the Stimulus-Organism-Response (SOR) framework in the
context of TikTok Shop, and emphasizes the importance of immersive content and
digital trust in shaping purchasing decisions on social commerce platforms in
Indonesia.