The Effect of Live Streaming and Online Customer Review on Shopee Purchase Intention: Trust as an Intervening Variable

In today’s rapidly developing digital era, people are starting to shift from conventional shopping to online shopping, making e-commerce the main choice to meet their daily needs. One of the e-commerce platforms that is widely used in Indonesia is Shoppe, which is known for its live streaming and online customer reviews features that can influence purchase intention. The purpose of this study is to study the effect of live streaming and online customer reviews on purchase intention with trust as an intervening variable. The method used in this study is a quantitative method. Data obtained from 200 respondents from the results of distributing questionnaires to several social media. The results showed that live streaming had a positive and significant effect on purchase intention, while online customer reviews did not affect purchase intention. In addition, the results showed that there was a positive and significant partial effect of live streaming and online customer reviews on purchase intention with trust as an intervening variable.