Pengaruh Siaran Langsung, Inovasi produk, dan Kepercayaan Merk terhadap Keputusan Pembelian Produk Parfum Mykonos di Tiktok Shop

Authors

  • Muhammad Ridhlo Islahuddin Universitas Muhammadiyah Sidoarjo
  • Satrio Sudarso Universitas Muhammadiyah Sidoarjo
  • Mochamad Rizal Yulianto Universitas Muhammadiyah Sidoarjo

DOI:

https://doi.org/10.35870/jemsi.v12i5.6940

Keywords:

Live Streaming, Product Innovation, Brand Trust, Purchase Decision

Abstract

The rapid development of social media–based e-commerce, particularly TikTok Shop, has encouraged businesses to adopt more interactive marketing strategies. This study aims to analyze the influence of live streaming, product innovation, and brand trust on purchase decisions for Mykonos perfume products on TikTok Shop. This research employs a quantitative method with a descriptive approach. Data were collected through an online questionnaire using a Likert scale from 100 respondents who had previously purchased Mykonos perfume via TikTok Shop. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS 3.0. The results show that all variables have a positive and significant effect on purchase decisions, with coefficient values of 0.347 (live streaming), 0.208 (product innovation), and 0.439 (brand trust). In addition, the R-Square value of 0.805 indicates that these three variables explain 80.5% of the variance in purchase decisions. Brand trust is the most dominant variable, followed by live streaming, while product innovation has the smallest effect. These findings indicate that consumer trust in a brand is the primary factor driving online purchase decisions for perfume products.

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Author Biographies

  • Muhammad Ridhlo Islahuddin, Universitas Muhammadiyah Sidoarjo

    Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Indonesia.

  • Satrio Sudarso, Universitas Muhammadiyah Sidoarjo

    Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Indonesia.

  • Mochamad Rizal Yulianto, Universitas Muhammadiyah Sidoarjo

    Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Indonesia.

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Published

2026-10-01

Issue

Vol. 12 No. 5 (2026): Oktober 2026

Section

Articles

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Copyright (c) 2026 Muhammad Ridhlo Islahuddin, Satrio Sudarso; Mochamad Rizal Yulianto

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How to Cite

Islahuddin, M. R., & Sudarso, S. (2026). Pengaruh Siaran Langsung, Inovasi produk, dan Kepercayaan Merk terhadap Keputusan Pembelian Produk Parfum Mykonos di Tiktok Shop (M. R. Yulianto, Trans.). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(5), 4331-4343. https://doi.org/10.35870/jemsi.v12i5.6940

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