The Role of Product Belief in Mediating the Effect of Live Streaming and Consumer Ethnocentrism on Online Purchase Intention of Local Skincare for Men

This study aims to examine the role of product belief as a mediating variable in the influence of live streaming and consumer ethnocentrism on online purchase intention on local male skincare in the TikTok application. The male segment is a segment that is less noticed by marketers than the female segment. Previous studies related to the male segment for the skincare product category are still rare, so that understanding of male consumer behavior is not yet fully understood. 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. The results of this study indicate that live streaming has a positive and significant effect on online purchase intention and product belief. Consumer ethnocentrism has a positive but insignificant effect on online purchase intention. Consumer ethnocentrism has a positive and significant effect on product belief. Product belief has a positive and significant effect on online purchase intention. Live streaming and consumer ethnocentrism on online purchase intention with product belief mediation have a positive and significant effect. The findings of this study indicate that product belief plays a very important role in influencing online purchase intention. Product belief is able to become a mediating variable between the influence of live streaming and consumer ethnocentrism on online purchase intention.