PERCEIVED VALUE AND TRUST ON PURCHASE INTENTION 0F CONSUMER SHOPEE LIVE IN INDONESIA
Abram Yegar Sahaduta, Christina Rahardja ,* Indarini

School of Business and Innovation Management
Faculty of Busniess and Economics
University of Surabaya

Abstract

The purpose of this study is to examine the influence of perceived value and trust on Purchase Intention of consumer Shopee Live in Indonesia. This research adopts a quantitative approach by distributing online questionnaires to 200 respondents who are users of Shopee Live Indonesia. The data were analyzed using AMOS 26 software. The results show that Utilitarian Value, Social Value, Trust in Product, and Trust in Platform have a positive influence on Purchase Intention. Meanwhile, Hedonic Value does not have a significant effect on Purchase Intention. These findings indicate that functional, social, and trust-related aspects play a crucial role in driving consumers^ Purchase Intentions on live commerce platforms. Therefore, businesses are advised to emphasize practical benefits and strengthen consumer trust in both the product and the platform. This study is expected to contribute theoretically to the development of consumer behavior literature and serve as a strategic reference for interactive digital marketing.

Keywords: Perceived Value, Consumer Trust, Consumer Buying Intention, Live streaming

Topic: Marketing and Digital Marketing