The Influence of e-Commerce Live Streaming on Purchase Interest in Muslim Fashion Products in Indonesia With Perceived Risk as an Intervening Variable

Devi Mustikawati, Muhammad Sholahuddin

Abstract


The purpose of this study is to analyze the effect of e-commerce live streaming on purchase interest in Muslim fashion products in Indonesia with perceived risk as an intervening variable. This research method is a quantitative method. This study used primary data. The population of this study is the audience of e-commerce live streaming throughout Indonesia. The sample size of this study was 150 respondents. The sampling technique used is purposive sampling. The method of collecting this research data is a questionnaire.  The analysis technique used is Partial Least Square (PLS) with a calculation process using the SmartPLS 3.0 software program. The result of this study is that E-commerce Live Streaming has a significant positive effect on Purchase Interest. E-commerce Live Streaming has a significant positive effect on Perceived Risk. Perceived Risk has a significant positive effect on Purchase Interes


Keywords


Live Streaming E-commerce, Minat Pembelian, Perceived Risk

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DOI: http://dx.doi.org/10.29300/mzn.v11i1.2938

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Jurnal Ilmiah Mizani is published by the Faculty of Sharia at Fatamawati Sukarno State Islamic University Bengkulu, Indonesia, and distributed under the permission of Creative Commons Attribution-ShareAlike 4.0 International License..

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State Islamic University of Fatmawati Sukarno Bengkulu, Indonesia

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