The Effect of Live Streaming and Product Belief on Online Purchase Intention of Men's Skincare Products
DOI:
https://doi.org/10.70550/joseb.v2i4.109Keywords:
Online Purchase Intention, Live Streaming, Product BeliefAbstract
Objectives: This study aims examine the role of income level as a moderating variable in the effect of live streaming and product belief on online purchase intention of men's skincare on the TikTok application.
Methodology: This type of research is causal associative. The method used in this research is a survey sample. The population in this study were all young male consumers with an age range of 17-38 years. The sampling technique used purposive sampling. The analytical tool used is SmartPLS.
Finding: The results showed that live streaming and product belief have a positive and significant influence on online purchase intention. This shows that the more interesting and interactive the live streaming content presented, as well as the higher consumer confidence in the products offered, the greater the consumer's interest in making online purchases. In addition, this study also proves that income level is able to act as a moderating variable that strengthens the influence between live streaming and product belief on online purchase intention.
Conclusion: This study concludes that Live Streaming and Product Belief have a positive and significant influence on Online Purchase Intention. Live streaming has a stronger influence on consumers with lower income levels (< Rp. 3,000,000), while product belief has a stronger influence on consumers with higher income levels (> Rp. 3,000,000).
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