The Effect of Product Try-Ons by Streamers and Real-Time Live Interactions on Purchase Intention Case Study: PT Lea Gloria Beautindo

Abstract

This study aims to analyze the influence of product try-ons by streamers and real-time live streaming interactions on Generation Z consumers’ purchase intentions during TikTok Shop live streams by PT Lea Gloria Beautindo, a medium sized local beauty brand that competes with major brands such as Wardah. A quantitative method was used, employing purposive sampling of 315 Generation Z respondents who had watched live streams on the @leagloria account. Data were analyzed using Partial Least Squares based Structural Equation Modeling (SEM-PLS) via SmartPLS 4. The results indicate that product try-ons by streamers have a positive and significant effect on purchase intention (path coefficient 0.432), as do real-time live streaming interactions (path coefficient 0.450). Together, these two variables explain 66.1 percent of the variation in purchase intention. These findings confirm that the quality of product demonstrations and two way interaction are equally important for local beauty brands in designing more measurable live streaming strategies.