The Influence of Professionalism and Interaction on Purchase Intention in TikTok Shop Live Streaming

Live streaming is rapidly becoming the future of online shopping, particularly in Indonesia. It allows buyers to make immediate purchases and interact directly with live streamers. Indonesia is the second largest TikTok user in the world, providing a great business opportunity for businesses to sell products on TikTok Shop live streaming. Fashion dominates the live-streaming market at 85% of live-stream. A streamer is a person who promotes products through live streaming, streamer usually display products during live streaming and interact with the viewers through a chat box. This research aims to determine the extent to which live streaming attributes, specifically professionalism and interaction, influence purchase intention, providing insights for businesses that use live streaming as a sales strategy, especially in the fashion industry. This research employs a quantitative approach with descriptive and causal analysis. The study surveyed 300 respondents who had previously viewed and interacted with live streamers while streaming fashion products to ensure unbiased results. The research utilizes the PLS-SEM analysis method. The findings indicate that professionalism and interaction positively and significantly impact trust and purchase intention through trust. Furthermore, trust has a positive and significant impact on purchase intention. Future research could include additional live streaming attributes, such as discounts, attractiveness, and responsiveness, to obtain more in-depth results.