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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh strategi live streaming dan flash sale terhadap keputusan pembelian, dengan kepercayaan sebagai variabel mediasi, dalam konteks pemasaran produk N’Pure di TikTok Shop. N’Pure merupakan merek lokal Indonesia di bidang kecantikan yang dikenal dengan penggunaan bahan-bahan alami dalam produknya. Mengacu pada kerangka teori Stimulus-Organism-Response (S-O-R), studi ini menggunakan pendekatan kuantitatif dengan metode analisis Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa live streaming berpengaruh signifikan secara langsung terhadap kepercayaan dan keputusan pembelian. Namun, pengaruh tidak langsung melalui kepercayaan tidak signifikan, Sebaliknya, flash sale tidak memberikan pengaruh signifikan terhadap kepercayaan maupun keputusan pembelian, baik secara langsung maupun tidak langsung. Sehingga kepercayaan tidak berperan sebagai mediator yang efektif dalam hubungan tersebut. Temuan ini menekankan pentingnya optimalisasi strategi live streaming sebagai alat pemasaran interaktif yang mampu mendorong keputusan pembelian secara langsung dalam lingkungan social commerce.

Keywords

Stimulus-Organism-Response Live Streaming Flash Sale Trust Keputusan

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Dewi, W. E., & Zakky Fahma Auliya. (2025). Model Stimulus-Organism-Response (S-O-R): Peran Trust sebagai Mediasi dalam Keputusan Pembelian Produk N’Pure di TikTok Shop. Paradoks : Jurnal Ilmu Ekonomi, 8(3), 775–790. https://doi.org/10.57178/paradoks.v8i3.1389
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