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"ABSTRAKTujuan dari penelitian ini adalah untuk menganalisis pengaruh dari natural propensity to trust (NPT), perception of website quality (PWSQ), other?s trust of buyer/seller (OTBS), dan third party recognition (TPR), terhadap kepercayaan konsumen pada consumer-to-consumer electronic commerce (C2C e-commerce). Penelitian ini juga bertujuan untuk menganalisis peran gender terhadap kepercayaan pada C2C e-commerce. Hasil analisis menggunakan teknik analisis Structural Equation Modeling (SEM) dengan IBM SPSS AMOS 22 menghasilkan adanya pengaruh signifikan antara other?s trust of buyer/seller terhadap kepercayaan konsumen. Selain itu, gender juga ditemukan memoderasi pengaruh natural propensity to trust dan third party recognition terhadap kepercayaan pada C2C e-commerce.

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ABSTRACT

The purpose of this study is to investigate the influence of natural propensity to trust (NPT), perception of website quality (PWSQ), other?s trust of buyer/seller (OTBS), and third party recognition (TPR) towards consumer?s trust in consumerto- consumer electronic commerce (C2C e-commerce). This study also investigated the role of gender towards trust in C2C e-commerce. The analysis applied Structural Equation Modeling (SEM) technique with IBM SPSS AMOS 22 found other?s trust of buyer/seller significantly influence consumer?s trust. Also, this study found gender significantly moderates the influence of natural propensity to trust and third party recognition towards trust in C2C e-commerce."

"Platform e-commerce, atau lebih umum dikenal sebagai situs atau aplikasi marketplace, telah mengalami pertumbuhan pesat dalam beberapa tahun terakhir dengan tren pertumbuhan yang belum diperkirakan untuk selesai. Secara intuitif, pertumbuhan berkelanjutan tersebut tidak tanpa alasan. Platform e-commerce secara umum telah didesain sedemikian rupa untuk memudahkan konsumen dalam melakukan transaksi, meningkatkan perceived ease of transaction. Platform e-commerce juga umum dilengkapi dengan fitur keamanan dan jaminan transaksi lainnya untuk mengurangi potensi masalah yang dirasakan konsumen, meningkatkan perceived security of transaction. Kedua persepsi tersebut membantu meningkatkan trust konsumen terhadap platform tersebut, mendorong intention to shop dari konsumen. Penelitian sebelumnya telah mengevaluasi berbagai faktor yang mengarah kepada intention to shop, namun perspektif yang jarang dinilai adalah pengaruh kemampuan konsumen dalam mencari alternatif tempat berbelanja (selain dari platform e-commerce). Penelitian ini bertujuan untuk mengevaluasi pengaruh dari perceived control over alternative channels tersebut terhadap proses pengambilan keputusan konsumen hingga mencapai intention to shop. Penelitian kuantitatif ini akan menerapkan structural equation modelling (SEM) untuk menganalisis data 1074 responden yang telah berbelanja menggunakan platform e-commerce.

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E-commerce platforms, or more commonly known as marketplace apps/websites, has grown massively in the past few years and is predicted to continue growing. This massive growth is not without reason. E-commerce platforms are designed to be convenient for consumers, increasing their perceived ease of transaction. These platforms are also equipped with security measures and guarantees to mitigate potential shopping issues, increasing consumers' perceived security of transaction. Both of these perceptions help increase consumers' trust towards these e-commerce platforms, encouraging their intention to shop. Previous research has evaluated various factors leading to intention to shop, however there remains one rarely discussed perspective, which is the consumers' control over alternative channels to shop (besides shopping in an e-commerce platform). This research aims to evaluate the effect of said perceived control over alternative channels towards consumers' decision making process, up until the formation of intention to shop. This quantitative research will use structural equation modelling (SEM) to analyze data of 1074 respondents who have shopped in e-commerce platform"

"Penerapan Pajak Pertambahan Nilai atas Perdagangan Melalui Sistem Elektronik (PPN PMSE) akan menimbulkan dampak bagi perekonomian di Indonesia. Penerapan ini dapat menimbulkan kenaikan harga jual barang dan jasa sehingga akan berpengaruh pada minat beli masyarakat. Selain itu, hal ini juga akan berdampak pada kepercayaan konsumen terhadap para pihak penyedia layanan karena mereka dituntut untuk memungut PPN PMSE kepada para konsumen. Maka dari itu penelitian ini bertujuan untuk menganalisis tingkat pengetahuan, pemahaman, dan kesadaran pajak konsumen barang dan jasa yang dikenakan PPN PMSE serta pengaruhnya terhadap minat beli dan kepercayaan konsumen. Metode penelitian yang digunakan berupa kuantitatif deskriptif dengan teknik purposive sampling. Sampel yang digunakan sebanyak 280 responden dengan survei menggunakan kuesioner. Hasil dari penelitian menunjukkan bahwa pengetahuan pajak dan kesadaran pajak berpengaruh positif dan signifikan terhadap kepercayaan dan minat beli konsumen. Kemudian pemahaman pajak berpengaruh negatif dan signifikan terhadap kepercayaan konsumen. Lalu pemahaman pajak tidak berpengaruh terhadap kepercayaan konsumen. Dan kepercayaan konsumen berpengaruh positif dan signifikan terhadap minat beli konsumen. Hasil ini juga diakibatkan dari adanya variabel kontrol yaitu loyalitas, persepsi risiko, dan dukungan pemerintah

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The application of the Value Added Tax on Trade Through the Electronic System (PPN PMSE) will have an impact on the economy in Indonesia. This application can lead to an increase in the selling price of goods and services so that it will affect people's buying interest. In addition, this will also have an impact on consumer confidence in service providers because they are required to collect PMSE VAT from consumers. Therefore, this study aims to analyze the level of knowledge, understanding, and awareness of consumer taxes on goods and services subject to PMSE VAT and their effect on buying interest and consumer confidence. The research method used is descriptive quantitative with purposive sampling technique. The sample used was 280 respondents with a survey using a questionnaire. The results of the study indicate that tax knowledge and tax awareness have a positive and significant effect on consumer confidence and buying interest. Then the understanding of tax has a negative and significant effect on consumer confidence. Then the understanding of taxes has no effect on consumer confidence. And consumer trust has a positive and significant effect on consumer buying interest. This result is also caused by the existence of control variables, namely loyalty, risk perception, and government support."

"Penelitian ini dilaksanakan dengan maksud untuk mengetahui faktor-faktor perceived value seperti utilitarian value, hedonic value, dan social value yang dapat mempengaruhi customer purchase intention dengan dimediasi oleh variabel customer trust in product dan variabel customer trust in streamer dalam konteks live streaming e-commerce. Penelitian ini dilakukan dengan metode kuantitatif dengan menganalisis data yang terkumpul sebanyak 250 responden dengan bantuan alat survey google form. Kriteria responden yang menjadi subjek penelitian ini merupakan warga negara indonesia yang berumur 17 tahun keatas dan memiliki pengalaman pernah menonton live streaming e-commerce. Analisis dilakukan dengan menggunakan metode Partial Least Square Structural Equation Modeling menggunakan SPSS dan SmartPLS. Hasil dari penelitian ini menemukan bahwa utilitarian value tidak berpengaruh secara signifikan kepada trust in streamer dan hedonic value tidak berpengaruh secara signifikan kepada trust in product. Adapun jalur tidak langsung yang menunjukan pengaruh yang paling signifikan adalah pada jalur hedonic value terhadap customer purchase intention.

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This research was conducted to identify the perceived value factors such as utilitarian value, hedonic value, and social value that can influence customer purchase intention, mediated by the variables of customer trust in the product and customer trust in the streamer within the context of e-commerce live streaming. The study employed a quantitative method, analyzing data collected from 250 respondents through a Google Form survey. The criteria for the respondents included being Indonesian citizens aged 17 and above with experience watching e-commerce live streams. The analysis was performed using the Partial Least Square Structural Equation Modeling method with SPSS and SmartPLS. The results of this research found that utilitarian value does not have a significant effect on trust in streamer and hedonic value does not have a significant effect on trust in product. The most significant indirect path is from hedonic value to customer purchase intention.

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"Penelitian ini menganalisis Pengaruh Customer Satisfactions, Brand Trust dan Platform Trust terhadap Brand Switching Intention dari brand HMNS ke brand parfum lainnya pada platform e-commerce. Penelitian ini menggunakan desain penelitian konklusi deskriptif cross sectional dengan metode survei kuesioner. Metode sampling digunakan nonprobability sampling Dari hasil penelitian, customer satisfaction memiliki pengaruh yang positif terhadap brand trust dan platform trust, dengan mediasi brand trust, customer satisfaction juga memiliki pengaruh positif terhadap brand switching intention, brand trust terhadap brand switching intention. Akan tetapi, platform trust tidak berpengaruh siginifikan terhadap brand switching intention, dan customer satisfaction melalui mediasi platform trust tidak memiliki pengaruh yang signifikan terhadap brand switching intention. Hasil penelitian ini masih menunjukkan bahwa dari 171 sampel yang digunakan, ditemukan produk parfum HMNS tersebut mulai familiar di industri parfum.

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This research analyzes the influence of Customer Satisfaction, Brand Trust and Platform Trust on Brand Switching Intention from the HMNS brand to other perfume brands on e-commerce platforms. This research uses a cross-sectional descriptive conclusive research design with a questionnaire survey method. The sampling method used was nonprobability sampling. From the research results, customer satisfaction has a positive influence on brand trust and platform trust, with the mediation of brand trust, customer satisfaction also has a positive influence on brand switching intention, brand trust on brand switching intention. However, platform trust does not have a significant effect on brand switching intention, and customer satisfaction through the mediation of platform trust does not have a significant effect on brand switching intention. The results of this research still show that of the 171 samples used, consumer tastes and environmental influences on the choice of perfume products still have a very strong influence even though HMNS perfume products are starting to become familiar in the perfume industry."

"Perkembangan internet dan smartphone mendorong berbagai kegiatan, salah satunya pembayaran, untuk dilakukan secara online dengan memanfaatkan teknologi mobile. Saat ini bank sudah mulai menyediakan layanan digital only bank. Namun, masih banyak pro-kontra terkait bank digital di Indonesia. Oleh karena itu, penelitian ini bertujuan untuk meneliti adopsi digital banking yang melibatkan perpindahan kepercayaan dari suatu e-commerce yang sudah banyak dipercayai dengan menggunakan teori trust transfer beserta faktor-faktor customer experience yang memengaruhi proses trust transfer tersebut. Penelitian ini menggunakan studi kasus bank digital SeaBank dengan e-commerce Shopee yang memiliki satu parent group yang sama yaitu Sea Group. Pendekatan kuantitatif pada penelitian ini memanfaatkan data dari penyebaran kuesioner daring dengan total 629 responden. Kemudian, data diolah menggunakan metode partial least squares structural equation modeling (PLS-SEM) dengan perangkat lunak SmartPLS 4. Hasil analisis data menunjukkan faktor customer cost, convenience, perceived ease of use, informativeness, dan relationship investment berpengaruh secara positif kepada trust in Shopee. Lalu, faktor customisation, customer cost, dan relationship investment berpengaruh secara positif kepada loyalty to Shopee. Selain itu, ditemukan bahwa trust in Shopee dan loyalty to Shopee memengaruhi trust in SeaBank secara positif, serta trust in SeaBank memengaruhi intention to use SeaBank secara positif, sehingga penelitian ini memperkuat teori trust transfer. Di lain sisi, faktor customisation tidak memengaruhi trust in Shopee dan faktor convenience, perceived ease of use, dan informativeness tidak memengaruhi loyalty to Shopee. Namun, penolakan beberapa hipotesis tersebut telah divalidasi oleh enam narasumber wawancara yang merupakan pengguna aktif Shopee. Implikasi teoritis penelitian ini adalah perluasan mengenai pengaruh customer experience terhadap value yang diberikan perusahaan kepada customer, dapat meningkatkan kepercayaan dan kesetiaan pengguna sekaligus memberikan fakta baru mengenai proses trust transfer hingga menjadi intention to use antara Shopee dengan SeaBank dalam konteks customer experience.

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The development of the internet and smartphones has facilitated various activities, including online payments, by leveraging mobile technology. Currently, banks have begun offering digital-only banking services. However, there are still many pros and cons related to digital banks in Indonesia. Therefore, this research aims to examine the adoption of digital banking, involving the transfer of trust from a well-established e-commerce platform, using the trust transfer theory and the factors of customer experience that influence this trust transfer process. This study focuses on the case of SeaBank, a digital bank, and Shopee, an e-commerce platform, which share the same parent group, Sea Group. The quantitative approach in this research utilizes data collected through online questionnaires with a total of 629 respondents. The data is then analyzed using the partial least squares structural equation modeling (PLS-SEM) method with SmartPLS4 software. The results of the data analysis show that factors such as customer cost, convenience, perceived ease of use, informativeness, and relationship investment have a positive influence on trust in Shopee. Furthermore, customisation, customer cost, and relationship investment have a positive impact on loyalty to Shopee. Additionally, trust in Shopee and loyalty to Shopee positively affect trust in SeaBank, and trust in SeaBank positively influences the intention to use SeaBank, thus strengthening the trust transfer theory. On the other hand, customisation does not affect trust in Shopee, and factors such as convenience, perceived ease of use, and informativeness do not influence loyalty to Shopee. However, the rejection of these hypotheses has been validated by six interviewees who are active Shopee users. The theoretical implications of this research include expanding the understanding of the influence of customer experience on the value provided by companies to customers, which can enhance user trust and loyalty, while also providing new insights into the trust transfer process leading to the intention to use between Shopee and SeaBank in the context of customer experience."

"Perkembangan internet dan smartphone mendorong berbagai kegiatan, salah satunya pembayaran, untuk dilakukan secara online dengan memanfaatkan teknologi mobile. Saat ini bank sudah mulai menyediakan layanan digital only bank. Namun, masih banyak pro-kontra terkait bank digital di Indonesia. Oleh karena itu, penelitian ini bertujuan untuk meneliti adopsi digital banking yang melibatkan perpindahan kepercayaan dari suatu e-commerce yang sudah banyak dipercayai dengan menggunakan teori trust transfer beserta faktor-faktor customer experience yang memengaruhi proses trust transfer tersebut. Penelitian ini menggunakan studi kasus bank digital SeaBank dengan e-commerce Shopee yang memiliki satu parent group yang sama yaitu Sea Group. Pendekatan kuantitatif pada penelitian ini memanfaatkan data dari penyebaran kuesioner daring dengan total 629 responden. Kemudian, data diolah menggunakan metode partial least squares structural equation modeling (PLS-SEM) dengan perangkat lunak SmartPLS 4. Hasil analisis data menunjukkan faktor customer cost, convenience, perceived ease of use, informativeness, dan relationship investment berpengaruh secara positif kepada trust in Shopee. Lalu, faktor customisation, customer cost, dan relationship investment berpengaruh secara positif kepada loyalty to Shopee. Selain itu, ditemukan bahwa trust in Shopee dan loyalty to Shopee memengaruhi trust in SeaBank secara positif, serta trust in SeaBank memengaruhi intention to use SeaBank secara positif, sehingga penelitian ini memperkuat teori trust transfer. Di lain sisi, faktor customisation tidak memengaruhi trust in Shopee dan faktor convenience, perceived ease of use, dan informativeness tidak memengaruhi loyalty to Shopee. Namun, penolakan beberapa hipotesis tersebut telah divalidasi oleh enam narasumber wawancara yang merupakan pengguna aktif Shopee. Implikasi teoritis penelitian ini adalah perluasan mengenai pengaruh customer experience terhadap value yang diberikan perusahaan kepada customer, dapat meningkatkan kepercayaan dan kesetiaan pengguna sekaligus memberikan fakta baru mengenai proses trust transfer hingga menjadi intention to use antara Shopee dengan SeaBank dalam konteks customer experience.

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The development of the internet and smartphones has facilitated various activities, including online payments, by leveraging mobile technology. Currently, banks have begun offering digital-only banking services. However, there are still many pros and cons related to digital banks in Indonesia. Therefore, this research aims to examine the adoption of digital banking, involving the transfer of trust from a well-established e-commerce platform, using the trust transfer theory and the factors of customer experience that influence this trust transfer process. This study focuses on the case of SeaBank, a digital bank, and Shopee, an e-commerce platform, which share the same parent group, Sea Group. The quantitative approach in this research utilizes data collected through online questionnaires with a total of 629 respondents. The data is then analyzed using the partial least squares structural equation modeling (PLS-SEM) method with SmartPLS4 software. The results of the data analysis show that factors such as customer cost, convenience, perceived ease of use, informativeness, and relationship investment have a positive influence on trust in Shopee. Furthermore, customisation, customer cost, and relationship investment have a positive impact on loyalty to Shopee. Additionally, trust in Shopee and loyalty to Shopee positively affect trust in SeaBank, and trust in SeaBank positively influences the intention to use SeaBank, thus strengthening the trust transfer theory. On the other hand, customisation does not affect trust in Shopee, and factors such as convenience, perceived ease of use, and informativeness do not influence loyalty to Shopee. However, the rejection of these hypotheses has been validated by six interviewees who are active Shopee users. The theoretical implications of this research include expanding the understanding of the influence of customer experience on the value provided by companies to customers, which can enhance user trust and loyalty, while also providing new insights into the trust transfer process leading to the intention to use between Shopee and SeaBank in the context of customer experience."

"Perkembangan internet dan smartphone mendorong berbagai kegiatan, salah satunya pembayaran, untuk dilakukan secara online dengan memanfaatkan teknologi mobile. Saat ini bank sudah mulai menyediakan layanan digital only bank. Namun, masih banyak pro-kontra terkait bank digital di Indonesia. Oleh karena itu, penelitian ini bertujuan untuk meneliti adopsi digital banking yang melibatkan perpindahan kepercayaan dari suatu e-commerce yang sudah banyak dipercayai dengan menggunakan teori trust transfer beserta faktor-faktor customer experience yang memengaruhi proses trust transfer tersebut. Penelitian ini menggunakan studi kasus bank digital SeaBank dengan e-commerce Shopee yang memiliki satu parent group yang sama yaitu Sea Group. Pendekatan kuantitatif pada penelitian ini memanfaatkan data dari penyebaran kuesioner daring dengan total 629 responden. Kemudian, data diolah menggunakan metode partial least squares structural equation modeling (PLSSEM) dengan perangkat lunak SmartPLS 4. Hasil analisis data menunjukkan faktor customer cost, convenience, perceived ease of use, informativeness, dan relationship investment berpengaruh secara positif kepada trust in Shopee. Lalu, faktor customisation, customer cost, dan relationship investment berpengaruh secara positif kepada loyalty to Shopee. Selain itu, ditemukan bahwa trust in Shopee dan loyalty to Shopee memengaruhi trust in SeaBank secara positif, serta trust in SeaBank memengaruhi intention to use SeaBank secara positif, sehingga penelitian ini memperkuat teori trust transfer. Di lain sisi, faktor customisation tidak memengaruhi trust in Shopee dan faktor convenience, perceived ease of use, dan informativeness tidak memengaruhi loyalty to Shopee. Namun, penolakan beberapa hipotesis tersebut telah divalidasi oleh enam narasumber wawancara yang merupakan pengguna aktif Shopee. Implikasi teoritis penelitian ini adalah perluasan mengenai pengaruh customer experience terhadap value yang diberikan perusahaan kepada customer, dapat meningkatkan kepercayaan dan kesetiaan pengguna sekaligus memberikan fakta baru mengenai proses trust transfer hingga menjadi intention to use antara Shopee dengan SeaBank dalam konteks customer experience.

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The development of the internet and smartphones has facilitated various activities, including online payments, by leveraging mobile technology. Currently, banks have begun offering digital-only banking services. However, there are still many pros and cons related to digital banks in Indonesia. Therefore, this research aims to examine the adoption of digital banking, involving the transfer of trust from a well-established e-commerce platform, using the trust transfer theory and the factors of customer experience that influence this trust transfer process. This study focuses on the case of SeaBank, a digital bank, and Shopee, an e-commerce platform, which share the same parent group, Sea Group. The quantitative approach in this research utilizes data collected through online questionnaires with a total of 629 respondents. The data is then analyzed using the partial least squares structural equation modeling (PLS-SEM) method with SmartPLS4 software. The results of the data analysis show that factors such as customer cost, convenience, perceived ease of use, informativeness, and relationship investment have a positive influence on trust in Shopee. Furthermore, customisation, customer cost, and relationship investment have a positive impact on loyalty to Shopee. Additionally, trust in Shopee and loyalty to Shopee positively affect trust in SeaBank, and trust in SeaBank positively influences the intention to use SeaBank, thus strengthening the trust transfer theory. On the other hand, customisation does not affect trust in Shopee, and factors such as convenience, perceived ease of use, and informativeness do not influence loyalty to Shopee. However, the rejection of these hypotheses has been validated by six interviewees who are active Shopee users. The theoretical implications of this research include expanding the understanding of the influence of customer experience on the value provided by companies to customers, which can enhance user trust and loyalty, while also providing new insights into the trust transfer process leading to the intention to use between Shopee and SeaBank in the context of customer experience."

"Dalam era digital yang semakin berkembang, khususnya setelah pandemi, penggunaan platform e-commerce untuk berbelanja online meningkat pesat di Indonesia, dengan tren live streaming shopping menjadi salah satu inovasi terbaru yang menarik perhatian konsumen. Namun, meskipun popularitasnya meningkat, kegiatan berbelanja melalui live streaming di e-commerce Indonesia sering menghadapi berbagai masalah yang mengganggu kepercayaan konsumen yang merupakan salah satu elemen kunci dalam membentuk niat pembelian dan keterlibatan konsumen. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi kepercayaan konsumen dan perilaku pembelian aktual di live streaming ecommerce. Teori socio-technical dan teori trust transfer digunakan untuk mengidentifikasi hubungan faktor social enabler dan technical enabler terhadap kepercayaan konsumen dan perilaku pembelian aktual. Penelitian ini dilakukan dengan 785 responden yang dianalisis menggunakan PLS-SEM, dan dilanjutkan dengan wawancara kualitatif dengan 30 responden yang dianalisis melalui content analysis untuk mendukung hasil penelitian. Hasil penelitian menunjukkan bahwa faktor social enabler, yaitu active control, two-way communication, dan synchronicity, serta faktor technical enabler seperti visibility affordance dan guidance shopping affordance, terbukti meningkatkan kepercayaan terhadap platform, streamer, dan produk. Aspek technical enabler lainnya, yaitu metavoicing affordance, tidak berpengaruh signifikan terhadap trust in streamer. Kepercayaan pada streamer juga terbukti mempengaruhi kepercayaan pada produk, sesuai dengan teori trust transfer. Niat pembelian dalam live streaming juga terbukti dipengaruhi oleh consumer trust dan kemudian berpengaruh terhadap actual purchase. Hasil penelitian ini diharapkan dapat menjadi masukan bagi penyedia layanan live streaming, terkhusus pihak pengembangnya, mengenai aspek live streaming apa saja yang berpengaruh dalam meningkatkan kepercayaan dan perilaku pembelian konsumen.

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In the rapidly evolving digital era, particularly following the pandemic, the use of ecommerce platforms for online shopping has increased in Indonesia, with the trend of live streaming shopping emerging as one of the latest innovations capturing consumer attention. However, despite its growing popularity, live streaming shopping in Indonesian e-commerce frequently encounters various issues that undermine consumer trust—one of the key elements in shaping purchase intentions and consumer engagement. This study aims to identify the factors influencing consumer trust and actual purchasing behavior in live streaming ecommerce. Socio-technical theory and trust transfer theory are employed to identify the relationships between social enablers and technical enablers and their impact on consumer trust and actual purchasing behavior. The research involved 785 respondents analyzed using PLS-SEM, followed by qualitative interviews with 30 respondents analyzed through content analysis to support the findings. The results indicate that social enablers, such as active control, two-way communication, and synchronicity, as well as technical enablers like visibility affordance and guidance shopping affordance, significantly enhance trust in the platform, streamer, and product. Another technical enabler aspect, metavoicing affordance, does not have a significant effect on trust in streamer. Trust in the streamer also influences trust in the product, in line with trust transfer theory. Purchase intentions in live streaming are shown to be affected by consumer trust, which subsequently impacts actual purchases. These findings are expected to provide valuable insights for live streaming service providers and developers regarding the aspects of live streaming that influence consumer trust and purchasing behavior"

"Dalam era digital yang semakin berkembang, khususnya setelah pandemi, penggunaan platform e-commerce untuk berbelanja online meningkat pesat di Indonesia, dengan tren live streaming shopping menjadi salah satu inovasi terbaru yang menarik perhatian konsumen. Namun, meskipun popularitasnya meningkat, kegiatan berbelanja melalui live streaming di e-commerce Indonesia sering menghadapi berbagai masalah yang mengganggu kepercayaan konsumen yang merupakan salah satu elemen kunci dalam membentuk niat pembelian dan keterlibatan konsumen. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi kepercayaan konsumen dan perilaku pembelian aktual di live streaming ecommerce. Teori socio-technical dan teori trust transfer digunakan untuk mengidentifikasi hubungan faktor social enabler dan technical enabler terhadap kepercayaan konsumen dan perilaku pembelian aktual. Penelitian ini dilakukan dengan 785 responden yang dianalisis menggunakan PLS-SEM, dan dilanjutkan dengan wawancara kualitatif dengan 30 responden yang dianalisis melalui content analysis untuk mendukung hasil penelitian. Hasil penelitian menunjukkan bahwa faktor social enabler, yaitu active control, two-way communication, dan synchronicity, serta faktor technical enabler seperti visibility affordance dan guidance shopping affordance, terbukti meningkatkan kepercayaan terhadap platform, streamer, dan produk. Aspek technical enabler lainnya, yaitu metavoicing affordance, tidak berpengaruh signifikan terhadap trust in streamer. Kepercayaan pada streamer juga terbukti mempengaruhi kepercayaan pada produk, sesuai dengan teori trust transfer. Niat pembelian dalam live streaming juga terbukti dipengaruhi oleh consumer trust dan kemudian berpengaruh terhadap actual purchase. Hasil penelitian ini diharapkan dapat menjadi masukan bagi penyedia layanan live streaming, terkhusus pihak pengembangnya, mengenai aspek live streaming apa saja yang berpengaruh dalam meningkatkan kepercayaan dan perilaku pembelian konsumen.

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In the rapidly evolving digital era, particularly following the pandemic, the use of ecommerce platforms for online shopping has increased in Indonesia, with the trend of live streaming shopping emerging as one of the latest innovations capturing consumer attention. However, despite its growing popularity, live streaming shopping in Indonesian e-commerce frequently encounters various issues that undermine consumer trust—one of the key elements in shaping purchase intentions and consumer engagement. This study aims to identify the factors influencing consumer trust and actual purchasing behavior in live streaming ecommerce. Socio-technical theory and trust transfer theory are employed to identify the relationships between social enablers and technical enablers and their impact on consumer trust and actual purchasing behavior. The research involved 785 respondents analyzed using PLS-SEM, followed by qualitative interviews with 30 respondents analyzed through content analysis to support the findings. The results indicate that social enablers, such as active control, two-way communication, and synchronicity, as well as technical enablers like visibility affordance and guidance shopping affordance, significantly enhance trust in the platform, streamer, and product. Another technical enabler aspect, metavoicing affordance, does not have a significant effect on trust in streamer. Trust in the streamer also influences trust in the product, in line with trust transfer theory. Purchase intentions in live streaming are shown to be affected by consumer trust, which subsequently impacts actual purchases. These findings are expected to provide valuable insights for live streaming service providers and developers regarding the aspects of live streaming that influence consumer trust and purchasing behavior."