How Tiktok Shop Live Streaming and Product Quality Shape Buying Decisions: The Role of E-Trust

Abstract

This study examines the impact of live streaming shopping on TikTok Shop and product quality on purchasing decisions, with e-trust as a mediating variable. The research focuses on No Void Minds, a Bandung-based fashion brand known for its minimalist yet stylish casual wear, including hoodies, oversized t-shirts, and sweatpants. A descriptive and verification approach was employed, utilizing purposive sampling to collect data from 100 respondents through surveys. Data analysis was conducted using SmartPLS 3.0 software with the SEM-PLS technique. The findings reveal that live-streaming shopping does not significantly influence e-trust or directly affect purchasing decisions. In contrast, product quality plays a crucial role in enhancing e-trust, which strongly impacts consumer purchasing behavior. Furthermore, product quality indirectly affects purchasing decisions through e-trust, whereas live-streaming shopping does not have a significant indirect effect. These results underscore the importance of improving product quality while strategically utilizing live-streaming shopping to build online trust and encourage consumer purchases. Future research should explore additional variables to provide a more comprehensive understanding of the relationship between live-streaming shopping, product quality, e-trust, and purchasing decisions.