THE EFFECT OF MESSAGE QUALITY AND CREDIBILITY OF SHOPEE LIVE HOST SOURCES ON PURCHASE INTENTION FOR SKINTIFIC SKINCARE PRODUCTS

Abstract

This study applies the Elaboration Likelihood Model to analyze the influence of message quality and the credibility of Shopee Live Hosts on the purchase interest of Skintific skincare products during Shopee Skintific Official Shop's live streaming sessions. A survey method was employed, gathering responses from 384 participants across Indonesia. Technique analysis used is multiple linear regression. The results suggest that both message quality and source credibility significantly affect consumer attitude change, particularly in terms of purchase interest. Notably, message quality emerges as the dominant factor influencing purchase interest compared to source credibility. These findings imply the importance of enhancing message quality to optimize the effectiveness of Live streaming marketing campaigns. Further research could delve deeper into exploring the specific effects and magnitudes of these influences.

Keywords

• elaboration likelihood model
• message quality
• source credibility
• purchase intention