The Effects of Live Streaming and Product Bundling on Purchase Intention through Customer Trust
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Abstract
The development of live streaming features on e-commerce platforms has transformed digital marketing strategies by enabling more intensive interaction between sellers and consumers. Product bundling has also become a promotional strategy that can enhance perceived product value. This study aims to analyze the effects of live streaming and product bundling on purchase intention through customer trust as a mediating variable. The study uses a quantitative approach with a survey of 135 Shopee users. Respondents were selected through purposive sampling, and data were analyzed using path analysis with IBM SPSS Statistics 31. The results show that live streaming and product bundling positively affect customer trust. Product bundling and customer trust also positively affect purchase intention, whereas the direct effect of live streaming on purchase intention is relatively weak. The findings further indicate that customer trust serves as a mediating variable in the relationships of live streaming and product bundling with purchase intention. These results imply that strengthening customer trust through informative live streaming and attractive product bundling strategies can increase consumers’ purchase intention on e-commerce platforms.
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