PENGARUH AFFILIATE DAN HOST LIVE DI TIKTOK SHOP TERHADAP KEPUTUSAN PEMBELIAN PRODUK PERAWATAN KENDARAAN KILAP PREMIUM DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL MEDIASI

This study aims to find out and analyze the influence of Affiliates and Live Hosts on the purchase decision of Kilap Premium products on TikTok Shop with consumer trust as a mediating variable. The population in this study is consumers who have purchased Premium Flash products through TikTok Shop. A sample of 160 respondents was selected using the probability sampling technique with a simple random sampling method through the distribution of online questionnaires. Data analysis was carried out using the Process Macro Hayes method with the help of the SPSS application. The results of the study show that Affiliate and Live Host have a positive and significant effect on purchase decisions. In addition, Affiliates and Live Hosts also have a positive and significant effect on consumer trust. Consumer trust has been proven to significantly mediate the influence of Affiliates and Live Hosts on purchase decisions. Thus, it can be concluded that improving the quality of promotions through Affiliates and Live Hosts will increase consumer confidence which ultimately drives the decision to purchase Kilap Premium products on TikTok Shop.