Innovative: Journal Of Social Science Research
Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research (Special Issue)

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

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

Article Info

Publish Date
08 Jun 2024

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.

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Journal Info
Innovative: Journal Of Social Science Research
Website

Abbrev

Innovative

Publisher

Universitas Pahlawan Tuanku Tambusai

Subject

Humanities Computer Science & IT Law, Crime, Criminology & Criminal Justice Public Health Other

Description

Innovative: Journal Of Social Science Research is a journal managed by Universitas Pahlawan Tuanku Tambusai which bridges researchers to publish research results in all scientific fields (multidiscipline). This includes the fields of education, health, law, economics, IT (Informatics Engineering), ...