THE Impact Of Live Streaming Interactivity, Trust In Seller And Impulse Buying On Purchase Interest In Social Commerce Tiktok : A Case Study Of Students Of The Bachelor's Program At Muhammadiyah University Of Palopo

Abstract

The study, entitled "The Impact of Live Streaming Interactivity, Trust in Sellers, and Impulse Buying on Purchase Intention in TikTok Social Business: A Case Study of Undergraduate Students at Muhammadiyah University of Palopo," aims to determine the influence of live streaming interactivity and trust in sellers on purchase intention and impulse buying, as well as the mediating role of impulse buying. This study uses quantitative methods, and the sample consists of 312 students who are active on TikTok. Path analysis is a method used to analyze data. The results showed that while live streaming interactivity did not significantly impact purchase intention, it did influence purchase intention. Trust in the seller influenced purchase intention and impulse buying. The influence of purchasing impulses on seller confidence in purchasing interest is only a small part