The Impact of Key Opinion Leaders Presence during E-Commerce Live Streaming towards Perceived Value and Trust in Skincare Purchase Intention Ravanell Avaryl (a*), Nurrani Kusumawati (b)
(ab) School of Business and Management, Institut Teknologi Bandung
Jalan Ganesha 10, Bandung 40132, Indonesia
*ravanell_avaryl[at]sbm-itb.ac.id
Abstract
E-commerce has revolutionized the beauty industry, offering customers a wealth of content and information to inform their purchasing decisions. Brands have harnessed the power of Key Opinion Leaders (KOLs) to elevate the live shopping experience, influencing consumer behavior. Despite its popularity, live shopping has not yet become the main platform for buying beauty products, posing challenges in building trust for online skincare purchases in Indonesia. This research aims to explore how the presence of KOLs impacts customers perception of value and trust, influencing their intention to purchase skincare products through live streaming e-commerce. The study adopts a comprehensive approach, combining qualitative and quantitative analyses. Qualitative data is analyzed using automated coding with NVivo software, while quantitative data is analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The research targets skincare enthusiasts experienced in live streaming features, with a minimum of 12 respondents for qualitative analysis and 200 respondents for quantitative analysis. The qualitative phase also explores additional variables such as brand preference and price promotion, which are further examined quantitatively. The findings emphasize the significant influence of KOLs in e-commerce live streaming, impacting customers perceived value and trust and shaping their purchasing intentions for skincare products. Based on these insights, it is recommended that e-commerce sellers continue leveraging KOLs in their live streaming features to enhance customers desire to buy skincare products. This research provides valuable guidance for refining strategies and maximizing the potential of live streaming platforms in the ever-evolving beauty industry.
Keywords: E-Commerce- Key Opinion Leader- Live Streaming- Purchase Intention- Skincare
