Perceived Value and Trust on Purchase Intention of Consumer Shopee Live in Indonesia

Abstrak

The purpose of this study is to examine the influence of perceived value and trust on the purchase intention of consumers on Shopee Live in Indonesia. This research adopts a quantitative approach by distributing online questionnaires to 200 respondents who are users of Shopee Live Indonesia. The data was analysed using AMOS 26 software. The results show that utilitarian value, social value, trust in product, and trust in platform have a positive influence on purchase intention. Meanwhile, hedonic value does not have a significant effect on purchase intention. These findings indicate that functional, social, and trust-related aspects play a crucial role in driving consumers’ purchase intentions on live commerce platforms. Therefore, businesses are advised to emphasise practical benefits and strengthen consumer trust in both the product and the platform. This study is expected to contribute theoretically to the development of consumer behaviour literature and serve as a strategic reference for interactive digital marketing.