Pengaruh Live Streaming, Citra Merek, dan Kepercayaan Konsumen terhadap Niat Beli Produk Food and Beverage On The Road

Abstract

This study analyze the effect of live streaming, brand image, and consumer trust on purchase intention of food and beverage on the road products in Jombang Regency. This research employs a quantitative approach using a survey method involving 160 respondents who are consumers of food and beverage products in Jombang Regency. Data were collected through an online questionnaire using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS version 23. The results indicate that live streaming has a negative but not significant effect on purchase intention, while brand image and consumer trust have a positive and significant effect on purchase intention. The findings of this study are expected to serve as a reference for future research in developing additional variables, expanding research objects, and improving research models related to factors influencing purchase intention.