Trust Factor in TikTok Live Shopping: The Role of Product Authenticity and Consumer Trust in Product Purchasing Decisions in the Fashion Industry
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This research investigates the role of trust factors—specifically product authenticity and consumer trust—on purchasing decisions in the context of live shopping on TikTok Shop within the fashion industry. The increasing popularity of live commerce, especially among Gen Z, has transformed traditional shopping behaviors into more impulsive and real-time decision-making processes. This quantitative research employs a descriptive and verification approach, collecting data from 84 respondents using purposive sampling. The respondents are TikTok users in Indonesia who have purchased fashion products through TikTok Shop. Data analysis was conducted using path analysis with SPSS 25. The results show that both product authenticity and consumer trust significantly and positively influence purchasing decisions, either partially or simultaneously. The regression model indicates that 47.6% of the variance in purchase decisions can be explained by the two independent variables. The study confirms that the presence of real-time interactions, honest product demonstrations, and seller credibility are crucial in building consumer trust and encouraging purchase decisions during live shopping sessions. These findings highlight the importance of trust-building strategies for businesses in the fashion e-commerce space, especially in platforms with live features like TikTok Shop. Future research is encouraged to explore other influencing variables such as influencer credibility, urgency effects, or user interface experience
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