PENGARUH LIVE STREAMING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPERCAYAAN KONSUMEN PADA DIGICELL OFFICIAL DI SHOPEE

This research aims to determine the influence of live streaming and ewom on purchasing decisions with consumer trust as a mediating variable. This research was conducted on Digicell official Shopee consumers with a total of 160 respondents. This type of research uses quantitative methods. The sampling technique in this research uses nonprobability sampling with a purposive sampling method by taking samples deliberately according to the specified sample criteria. Research data collection uses a questionnaire. The data analysis technique used in this research is using a range of scales and path analysis. The research results show that live streaming has no effect on purchasing decisions, ewom has a significant positive effect on purchasing decisions, live streaming has a significant positive effect on consumer trust, ewom has a significant positive effect on consumer trust, consumer trust has a significant positive effect on purchasing decisions, consumer trust is able to mediate live streaming on purchasing decisions, as well as consumer trust are able to mediate ewom on purchasing decisions.