PENGARUH CHARACTERISTICS STREAMER TERHADAP PURCHASE INTENTION DENGAN SOCIAL PRESENCE SEBAGAI VARIABEL MEDIASI PADA LIVESTREAM E-COMMERCE SHOPEE

Abstract

This study examines the development of the digital economy, where the emergence of e-commerce not only changes people's consumption patterns and lifestyles but also creates new economic opportunities for business actors. The study involved 200 respondents and used simple linear regression and path analysis. The results found that streamer characteristics and social presence influence purchase intention, and streamer characteristics can affect consumers' perception of social presence in livestream e-commerce. However, social presence does not mediate the effect of streamer characteristics on purchase intention. Finally, this study contributes to our understanding of purchase intention.