PERAN MEDIASI TRUST DALAM PENGARUH SOCIAL PRESENCE DAN INTERACTIVITY TERHADAP PURCHASE INTENTION PADA LIVE STREAMING COMMERCE

shopping within the past three months. The data were analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that social presence and interactivity positively affect trust and purchase intention. Interactivity has the strongest influence on trust, highlighting the importance of responsive communication and real-time engagement. Trust also significantly mediates the relationship between social presence, interactivity, and purchase intention. These findings suggest that live streaming platforms and streamers should prioritize interactive, transparent communication strategies that foster social engagement to strengthen consumer trust and enhance purchase conversion in digital commerce more effectively and sustainably