The Effects of Trust in Streamers and Virtual Try-Ons on People's Intention to Purchase Fashion Products on the TikTok Application

Fashion is one of the industries that utilizes technology in its business strategy. One of the uses of technology in the fashion industry is virtual try-on and live streaming on the TikTok application. This study aims to analyze the effect of virtual try-ons and trust in streamers on the TikTok application on consumer purchasing interest by applying the SEM-PLS method using SmartPLS. There were 100 respondents selected using the purposive sampling method, where respondents used the try-on and live streaming features and shopped on the TikTok application. The study showed that virtual try-on technology and trust in streamers are a means and platform for an exciting shopping experience that can influence people's purchasing interest for fashion products.