Citation:

Musmina Hi Juma, Muhammad Rachmat, Laela. "The Mediating Role of Brand Trust on the Effect of Live Streaming and Customer Reviews on Purchase Decision of Glad2Glow Skincare among Generation Z in Ternate City" International Research Journal of Economics and Management Studies, Vol. 5, No. 3, pp. 22-27, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I3P104

Abstract:

This research aims to analyze the effect of live streaming and customer reviews on the purchase decisions of glass two-glow skin care products through brand trust for Generation Z consumers in Ternate City. Using the Stimulus-Organism-Response (SOR) framework, Schorr et al. Show how digital marketing stimuli interact with consumers’ internal psychological states in a way that influences their purchasing behavior. This study uses a survey method with 127 respondents selected through purposive sampling in the quantitative research design. We analyze the data using PLS-SEM. The results reveal that live streaming does not have a direct significant effect on purchase decisions, whereas customer reviews positively and significantly influence purchasing decisions. Both live streaming and customer reviews significantly contribute to the development of brand trust. However, brand trust does not mediate the relationship between live streaming and purchase decisions, but it significantly mediates the effect of customer reviews on purchase decisions. These findings emphasize the strategic role of brand trust in strengthening the effectiveness of digital engagement, particularly through credible online reviews. The study offers practical insights for local skincare brands in designing digital marketing strategies to enhance consumer confidence and improve competitive performance.

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Keywords:

Live Streaming, Customer Review, Brand Trust, Purchase Decision.