Pengaruh Streamers Trustworthiness terhadap Minat Pembelian Kembali Melalui Online Trust sebagai Variabel Mediasi pada Pengguna Live Streaming Shopping

Abstract

Technological developments affect the most basic area of the economy, namely buying and selling. The emergence of e-commerce as a means of online buying and selling and the presence of live streaming capabilities as an advertising medium have had a significant impact on economic growth. Streamers play an important role in the success of live streaming shopping and influence consumer repurchase intention. The aim of this research is to determine the effect of streamer trustworthiness on repurchase intention. In this research, online trust was chosen as a mediating variable to determine the indirect influence between the two. This research uses quantitative research methods with a sample of 422 people. The data collection method uses a Likert scale, consisting of a repurchase interest scale, streamer credibility, and online credibility scale. The research results show that: (1) Streamer trustworthiness has a positive effect on repurchase intention; (2) Streamers trustworthiness has a positive effect on online trust; (3) Online trust has a positive effect on repurchase intention; (4) Online trust acts as a mediator in the influence of streamers' trustworthiness on repurchase intention with a mediation coefficient value of 0.453. This is greater than the direct influence coefficient value of 0.356, which means online trust partially mediates. The conclusion of this research shows that streamers trustworthiness is an important factor in live streaming shopping, which can build online trust and influence repurchase intention.