Pengaruh Daya Tarik Streamer terhadap Minat Pembelian Kembali Melalui Online Trust sebagai Variabel Mediasi pada Pengguna Live Streaming Shopping

Abstract

The development of digital technology has brought revolutionary changes in consumer behavior and the overall business ecosystem. One of the popular services on social media and E-Commerce is live streaming shopping. Purchasing activity not only stops at the consumer's initial purchase, but also includes consumer re-purchase. One of the factors that influence consumer repurchase intention is live streamer characteristics which in this study is streamer attractiveness. The study used a quantitative method involving 391 respondents. The results of the study show that: 1) Streamer attractiveness has a positive and significant influence on re-purchase intention on live streaming shopping, 2) streamer attractiveness has a positive and significant effect on online trust in live stream shopping, 3) Online trust has a significant and positive influence upon consumer repurchase intention in live streaming shopping,4) Online trust acts as a mediator in the influence of streamer atractiveness on consumer repurchase intention with a mediation coefficient value of 0.548 greater than the value of the direct influence factor of 0.185, so the mediation variable is shown to be partially mediated. Implicitly, this study suggests that streamer attractiveness becomes an important factor in sales on live streaming shopping that can form online trust, thus affecting consumer re-purchase intention.