Building Consumer Trust in E-Commerce: The Role of Influencer Marketing and Live Streaming in Purchase Decisions within Asia's Digital Business Environment

Purpose This study investigates the effects of live streaming and influencer marketing on purchase decisions within the context of Indonesian local fashion brands, emphasizing the role of perceived trust as a mediating factor. Methodology: The research uses consumer survey data and employs Structural Equation Modeling (SEM) to analyze both direct and indirect relationships between the variables. Results: The findings reveal that live streaming and influencer marketing significantly influence purchase decisions, with live streaming also enhancing perceived trust. Perceived trust acts as a crucial mediator, amplifying the impact of both live streaming and influencer marketing on consumers' decisions to purchase local fashion products. Conclusions: These results align with previous studies that highlight the pivotal role of trust in online consumer behavior. Furthermore, the study underscores the growing importance of digital platforms such as Shopee and TikTok in shaping consumer purchase decisions. This research provides valuable insights for marketers in the fashion industry, highlighting the strategic importance of leveraging live streaming and influencer marketing to build trust and drive purchases in the competitive digital commerce landscape.