Pengaruh Live Shopping terhadap Trust dan Purchase Intention pada Produk Skincare di Platform TikTok Shop : Perspektif Hubungan Parasosial

Oleh :
Muhammad Ilham Nur Fauzan - F0422041 - Fak. Ekonomi dan Bisnis

This study investigates the effects of immersion, presence, perceived enjoyment, and homophily on parasocial relationship (PSR), and the subsequent effects of PSR on trust in product (TIP), trust in seller (TIS), and purchase intention (PI) in the context of TikTok live shopping for skincare  products in Indonesia. The research model is grounded in the Stimulus-Organism-Response (S-O-R) framework integrated with parasocial relationship theory. Data was gathered from 372 people through an online survey and then examined using Partial Least Squares Structural Equation Modeling, which is called PLS-SEM. The results show that seven of the eight hypotheses were supported. Immersion did not significantly influence PSR, while presence, perceived enjoyment, and homophily all demonstrated significant positive effects, with perceived enjoyment emerging as the strongest predictor. PSR significantly enhanced both TIP and TIS, with the greatest effect observed on TIS. Both TIP and TIS had a positive and significant impact on PI, with TIP having a somewhat greater effect. These results underscore the essential importance of parasocial connections in fostering consumer trust and purchase intent in TikTok live skincare sales, mainly motivated by engaging content, a robust social presence, and similarities between the host and the audience.