The Influence of Live Streaming, Content Marketing, Online Customer Reviews, and Customer Trust on Purchase Decision

Abstract

This study aims to analyze the influence of live streaming, content marketing, online customer reviews, and customer trust on purchase decisions on TikTok Shop. A quantitative approach was employed using purposive sampling. Data were collected through an online questionnaire from 125 TikTok Shop users in Purwokerto and analyzed using multiple linear regression with SPSS. The results show that live streaming, content marketing, online customer reviews, and customer trust each have a positive and significant effect on purchase decisions. These findings support the Stimulus–Organism–Response (S-O-R) framework, in which digital marketing stimuli and customer trust play important roles in shaping purchase decisions in the social commerce context. The study provides practical implications for sellers and marketers on TikTok Shop to strengthen real-time interaction, provide relevant content, manage customer reviews effectively, and build consumer trust in order to enhance purchase decisions.