PENGARUH LIVE STREAMING, DAN AFFILIATE MARKETING TERHADAP KEPUTUSAN PEMBELIAN SEPATU MERK PVN DI SHOPEE DENGAN KEPERCAYAAN KONSUMEN SEBAGAI PEMEDIASI

This study was conducted to determine and analyze the influence of live streaming and affiliate marketing on purchasing decisions for PVN brand shoes on the Shopee platform, with consumer trust as a mediating variable. The population in this study were customers who were followers of the official PVN store on the Shopee e-commerce. The research method used was quantitative with a purposive sampling technique on 100 respondents. Data collection was carried out through questionnaires and analyzed using a scale range and Smart PLS 4.0. The results showed that live streaming and affiliate marketing had a positive and significant effect on purchasing decisions. consumer trust was also shown to have a positive and significant effect on purchasing decisions. However, consumer trust was unable to mediate the influence of live streaming on purchasing decisions. Conversely, consumer trust was able to mediate the influence of affiliate marketing on purchasing decisions.