Analysis Of Live Streaming Quality And Tiktok Promotional Offerson Interest In Purchasing Cosmetic Products Through Trust Brand As An Intervening Variable

Abstract

This study examines the effects of TikTok live-streaming quality and promotional offers on purchase intention for cosmetic products, with brand trust as a mediating variable. An explanatory quantitative, cross-sectional survey was conducted with 100 TikTok users in Palopo City who had watched cosmetic live streams (purposive sampling). Data were analyzed using PLS-SEM (SmartPLS 4). The measurement model met accepted thresholds (all outer loadings > 0.70; CR/Alpha > 0.90; AVE > 0.50). The structural model showed strong explanatory power (R²_brand trust = 0.933; R²_purchase intention = 0.936). Results indicate that live-streaming quality exerts a positive, significant effect on both brand trust and purchase intention; promotional offers exert a positive, significant effect on brand trust but no direct significant effect on purchase intention. Brand trust has a positive, significant effect on purchase intention and mediates both pathways partial mediation for the link between live-streaming quality and purchase intention, and tending toward full mediation for the link between promotional offers and purchase intention. These findings highlight brand trust as a pivotal mechanism: clear, interactive, and consistent live presentations directly lift purchase intention while strengthening trust; promotions are most effective when transparent, relevant, and consistent with actual product performance to first build trust.