Examining the Impact of Online Customer Reviews and Live Streaming on Skincare Purchase Decisions Through Purchase Intention

Examining the Impact of Online Customer Reviews and Live Streaming on Skincare Purchase Decisions Through Purchase Intention

Purpose: This study investigates the influence of online customer reviews and live streaming on purchasing decisions related to skincare products, with purchase intention serving as a mediating variable. It explores how online reviews and the interactive features of live streaming shape consumer en...

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Bibliographic Details
Main Authors:	Shofa Qosidatul Ghautsiyyah, Yayuk Sri Rahayu
Format:	Article
Language:	English
Published:	Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business 2025-06-01
Series:	Journal of Enterprise and Development
Subjects:	Online Customer Review Live Streaming Purchasing Decision Purchase Intention Skincare Industry TikTok
Online Access:	https://journal.uinmataram.ac.id/index.php/jed/article/view/13377
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