Pengaruh Profesionalisme Streamer terhadap Minat Pembelian Kembali melalui Online Trust sebagai Variabel Mediasi pada Pengguna Live Streaming Shopping

Abstract

The development of internet made people's lives easier, which one buying-selling carried out online through online shopping platforms. The platform continues innovate to improve people's shopping experience, by adopting live streaming shopping feature. This innovation aims maintain consumer loyalty, can be seen from repurchase intention. Live streamers characteristics, which is professionalism, one of the other factors that influence repurchase intentions. This research aims determine effect streamer professionalism on repurchase intentions with online trust as mediating variable for live streaming shopping users. The method used was quantitative involving 360 respondents. The research results show: 1). Streamer professionalism has positive and significant effect on repurchase intentions among live streaming shopping users, 2). Streamer professionalism has positive and significant effect on online trust among live streaming shopping users, 3). Online trust has positive and significant effect on repurchase intentions among live streaming shopping users. 4) Partially mediating online trust influences streamer professionalism on repurchase intentions with a mediation coefficient of 0.573 and a direct influence coefficient value of 0.161. The implication of this research is streamer professionalism is an important factor in shopping via live streaming shopping which can form online trust, so it can influence consumers repurchase intentions.