Effects of Social Commerce and Live Shopping on Purchase Intention Mediating by Role of Influencer Trust

Authors

  • Jaja Miharja Institut Teknologi dan Bisnis Dewantara, Bogor, Indonesia
  • Ridwan Institut Teknologi dan Bisnis Dewantara, Bogor, Indonesia
  • Andri Catur Trissetianto Institut Teknologi dan Bisnis Dewantara, Bogor, Indonesia
  • Dedy Tri Cahyono Institut Teknologi dan Bisnis Dewantara, Bogor, Indonesia

DOI:

https://doi.org/10.38035/sijdb.v3i2.313

Keywords:

Social Commerce, Live Shopping, Influencer Trust, Purchase Intention, digital marketing, System Information

Abstract

This study examines the effects of social commerce usage and live shopping intensity on purchase intention, with trust in influencers as a mediating variable. The research object comprises active users of platforms that enable social commerce and live shopping in Indonesia. The objectives are to assess the direct effects of both platform-behavior variables on purchase intention and to test the mediating role of trust in influencers. A quantitative, cross-sectional survey with five-point Likert scales was analyzed using PLS-SEM on 320 screened respondents. The results indicate that social commerce usage and live shopping intensity positively influence purchase intention, both directly and indirectly through trust in influencers. Trust in influencers emerges as a significant psychological mechanism that converts content exposure and real-time interaction into purchase intention. The study concludes that strengthening influencer reliability, ensuring transparent content, and designing interactive live sessions are essential to elevate consumers’ purchase intentions. Practical implications include curating and sustaining long-term partnerships with influencers and orchestrating live features that enhance credibility and engagement.

References

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Published

2025-10-11

How to Cite

Jaja Miharja, Ridwan, Andri Catur Trissetianto, & Dedy Tri Cahyono. (2025). Effects of Social Commerce and Live Shopping on Purchase Intention Mediating by Role of Influencer Trust. Siber International Journal of Digital Business (SIJDB), 3(2), 115–121. https://doi.org/10.38035/sijdb.v3i2.313

Issue

Vol. 3 No. 2 (2025): (SIJDB) Siber International Journal of Digital Business (October - December 2025)

Section

Articles

License

Copyright (c) 2025 Jaja Miharja, Ridwan, Andri catur trissetianto, Dedy Tri Cahyono

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