BUILDING TRUST THROUGH DIGITAL SERVICE TOUCHPOINTS: THE IMPACT OF E-WOM, LIVE STREAMING, CUSTOMER EXPERIENCE, AND PROMOTION ON PURCHASE INTENTION

Putri Sheila Amalia; Afrizal Firman

doi:10.29040/ijebar.v10i2.19685

BUILDING TRUST THROUGH DIGITAL SERVICE TOUCHPOINTS: THE IMPACT OF E-WOM, LIVE STREAMING, CUSTOMER EXPERIENCE, AND PROMOTION ON PURCHASE INTENTION

Authors

Putri Sheila Amalia Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
Afrizal Firman Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia https://orcid.org/0000-0001-8338-932X

DOI:

https://doi.org/10.29040/ijebar.v10i2.19685

Abstract

This research is to investigate the function of trust as a mediating variable between purchase intention and electronic word-of-mouth, live streaming, customer experience, and promotion in Makassar, Indonesia. In the context of real-time online commerce, this research aims to clarify the relationship between consumers' confidence in interactive digital marketing activities and their subsequent purchase behavior. A structured survey was sent out to 173 customers who had with live-streaming commerce platform, and a quantitative research technique was used using SmartPLS 4.1. According to the results, there is a strong relationship between electronic word-of-mouth, live streaming, customer experience, and promotion and consumer trust. Trust in turn, serves as a critical mediating mechanism linking digital service interaction with purchase intention. According to the findings, trust is enhancing user engagement and behavioral intention within live streaming commerce platforms. Therefore, digital service providers are encouraged to build trust through interactive communication, transparency, and service authenticity.

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Published

2026-05-21

How to Cite

Amalia, P. S., & Firman, A. (2026). BUILDING TRUST THROUGH DIGITAL SERVICE TOUCHPOINTS: THE IMPACT OF E-WOM, LIVE STREAMING, CUSTOMER EXPERIENCE, AND PROMOTION ON PURCHASE INTENTION. International Journal of Economics, Business and Accounting Research (IJEBAR), 10(2). https://doi.org/10.29040/ijebar.v10i2.19685

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Issue

Vol. 10 No. 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026

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Articles

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