The Impact of Word of Mouth, Product Quality, and Price on Trust and Repurchase Intentions: A SEM-Based Case Study of Indonesian Live Streaming E-Commerce

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DOI: https://doi.org/10.28924/2291-8639-23-2025-113
Published: May 8, 2025
Cite as:
Amin Tohari, Sugiono Sugiono, Elis Irmayanti, Maratus Solikah, Restin Meilina, Teguh Arie Sandy, The Impact of Word of Mouth, Product Quality, and Price on Trust and Repurchase Intentions: A SEM-Based Case Study of Indonesian Live Streaming E-Commerce, Int. J. Anal. Appl., 23 (2025), 113.

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Amin Tohari, Sugiono Sugiono, Elis Irmayanti, Maratus Solikah, Restin Meilina, Teguh Arie Sandy

Abstract

This study investigates how Word of Mouth (WoM), Product Quality (PQ), and Price (PR) influence Trust (TR) and Repurchase Intentions (RI) in the context of live streaming e-commerce in Indonesia. Using Structural Equation Modeling (SEM) and data from 300 respondents, the results show that trust plays a key role in influencing Repurchase Intentions. WoM and PR have a significant impact on trust, with WoM having a dual effect—it positively affects trust but negatively influences repurchase intentions directly. PQ does not significantly affect either trust or repurchase intentions, suggesting that in live streaming e-commerce, consumer interactions and experiences may be more influential than product attributes. The model fit indices support the reliability of the results, with strong explanatory power for both trust (R² = 0.765) and repurchase intentions (R² = 0.890). This research enhances our understanding of consumer behavior in live streaming e-commerce, highlighting the importance of trust-building strategies, managing WoM effectively, and transparent pricing to encourage consumer loyalty. Future studies should consider other factors like platform usability and influencer credibility for a broader view.

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