Pengaruh Faktor Penjual, Discount Voucher, dan Giveaway Terhadap Customer Trust dan Customer Engagement pada Siaran Langsung Tiktok Shop

Authors

  • Husniyyah Nuurhidayah Universitas Logistik dan Bisnis Internasional
  • M. Ardhya Bisma Universitas Logistik dan Bisnis Internasional
  • Ekra Sanggala Universitas Logistik dan Bisnis Internasional

DOI:

https://doi.org/10.31004/innovative.v4i3.8141

Abstract

One crucial aspect in the success of the live streaming shopping is the high number of views and engagement obtained from customers watched the live streaming. The aim of this research is to determine whether seller factors, discount vouchers, and giveaways had an impact on customer trust, and whether customer trust influenced customer engagement in Tiktok Shop live streaming shopping. This research used employed the Partial Least Square-Structural Equation Modelling (PLS-SEM) technique as data analysis method. Data collected by using a questionnaire, and will be processed using SmartPLS4 tools. The research results prove that seller factors such as informative seller, interactive seller, dedicative seller, influential seller, discount voucher, and giveaway are accepted positively and significantly influence customer trust. Customer trust also significantly affecting positive customer engagement.

Downloads

Published

2024-06-08

How to Cite

Nuurhidayah, H., Bisma , M. A., & Sanggala, E. (2024). Pengaruh Faktor Penjual, Discount Voucher, dan Giveaway Terhadap Customer Trust dan Customer Engagement pada Siaran Langsung Tiktok Shop. Innovative: Journal Of Social Science Research, 4(3), 10661–10677. https://doi.org/10.31004/innovative.v4i3.8141