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Abstract

This study intends to analyse the influence of live streaming interactivity (X1) and consumer trust (X2) on purchase intention (Y) on the TikTok Shop platform after the integration with Tokopedia in Indonesia. The Theory of Planned Behaviour (TPB) suggests that the interactivity of live streaming is related to the attitude towards behaviour component, and consumer trust is related to the perceived behavioural control component in the formation of purchase intention as a behavioural intention. This study is quantitative, where SPSS is used to perform multiple linear regression analysis. The data were collected by an online questionnaire based on Google Form from 250 respondents which are active TikTok Shop users in Indonesia with a purposeful sampling technique. The instrument used in this study was consisted of 15 statement items on a 5-point Likert scale which were adapted and developed from previous investigations. The hypothesis testing includes the t-test (partial) and the F-test (simultaneous) at the significance level of α = 0.05. Theoretically, this study applies TPB within the framework of Indonesian social commerce. Empirically, this study provides the first quantitative evidence in the post-merger TikTok Shop ecosystem. Practically, this study provides managerial recommendations for platforms, sellers, and digital marketers in Indonesia

Keywords

Live Streaming Interactivity; Consumer Trust; Purchase Intention; TikTok Shop; Theory of Planned Behaviour (TPB); Social Commerce

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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Hermawan, V. D., & Kristiyono, Y. R. (2026). The Effect of Live Streaming Interactivity and Consumer Trust on Purchase Intention on TikTok Shop Indonesia . Amkop Management Accounting Review (AMAR), 6(2), 659–681. https://doi.org/10.37531/amar.v6i2.4214
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