Influencing Factors of Consumer Behavior thru Online Streaming Shopping in Entertaining Marketing

This study aims to determine the influencing factors of consumer behavior thru online streaming shopping in entertainment marketing. The purpose of this study is 1) To determine the influence of social interaction ties and shared language and vision on trust. 2) To determine the influence of trust on attitude gifts brand. 3) To determine the influence of attitude gifts brand and satisfaction on purchase intention. 4) To determine the influence of commitment on satisfaction. The questionnaire was used as a data collection for 410 sets. The data analysis was used as descriptive statistics such as frequency, mean, standard deviation, hypothesis testing, simple linear regression at the significant level of 0.05. The result of the research was that 1) Social interaction ties and Shared language and vision have no significant impact on Trust. 2) Trust has a significant impact on Attitude towards a brand. 3) Attitude towards brand and satisfaction has no significant impact on purchase intention.4) Commitment has no significant influence on Satisfaction. In conclusion, influencing factors of consumer behavior thru online streaming shopping in entertaining marketing