PENGARUH LIVE STREAMING DAN PRICE DISCOUNT TERHADAP PEMBELIAN AKTUAL DENGAN KEPERCAYAAN PELANGGAN SEBAGAI MEDIASI (Studi Pada Pelanggan Sling Bag Les Catino)

This study aims to analyze the influence of Live streaming and Price discount on Actual Purchase with Customer Trust as a mediating variable among Les Catino sling bag customers. The data were obtained from a sample of 246 respondents determined using the Lemeshow formula and selected through purposive sampling from customers who had purchased Les Catino sling bag products online through TikTok and Shopee live streaming, and had watched or participated in live streaming sessions featuring Les Catino products. The data analysis method used in this study was Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that Live streaming and Price discount have a positive and significant effect on Actual Purchase. In addition, Live streaming and Price discount also have a positive and significant effect on Customer Trust. Customer Trust was proven to have a positive and significant effect on Actual Purchase and was also able to mediate the influence of Live streaming and Price discount on Actual Purchase. This study contributes to the development of digital marketing strategies, particularly in utilizing Live streaming and providing Price discounts to enhance Customer Trust and encourage Actual Purchase of fashion products on e-commerce platforms