The Effect Of Live Streaming, Brand Trust, And Electronic Word Of Mouth (E-WOM) On Purchase Decision For Sattka Basic On Tiktok E-Commerce (Survey of Sattka Basic Consumers in Tasikmalaya City): Dini Fauziah Amri, Budhi Wahyu Fitriadi, Dudu Risana

This study aims to determine the influence of live streaming, brand trust, and electronic word-of-mouth (EWOM) on purchase decisions for Sattka Basic on the TikTok e-commerce platform (Survey of Sattka Basic Consumers in Tasikmalaya City). The method used in this study is descriptive quantitative research. The population for this study consists of consumers who purchase Sattka Basic products, with a total population that is unknown. The sample comprised 100 respondents selected through non-probability sampling using purposive sampling. The analysis tool used was multiple linear regression analysis using SPSS version 26. The results of this study indicate that, simultaneously, Live Streaming, Brand Trust, and Electronic Word of Mouth (EWOM) have a simultaneous effect on purchasing decisions. Partially, Live Streaming, Brand Trust, and Electronic Word of Mouth (EWOM) have a positive and significant effect on the decision to purchase Sattka Basic on the TikTok e-commerce platform.