The Effect of Live Streaming and Content Quality on Purchase Decision: The Mediating Role of Consumer Trust in Social Commerce

The purpose of this study is to examine the effect of live streaming and content quality on purchase decisions, with consumer trust as a mediating variable on social commerce platforms. The sample consisted of 156 respondents residing in Pekanbaru City, selected using the purposive sampling method. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. The results of this study indicate that live streaming has a negative and insignificant effect on both consumer trust and purchase decisions. Meanwhile, content quality has a positive and significant effect on consumer trust and purchase decisions. Furthermore, consumer trust has a significant effect on purchase decisions.