Pengaruh Live Streaming Quality, Perceived Value, dan Kepercayaan terhadap Keputusan Pembelian dengan Customer Engagement sebagai Variabel Mediasi pada Konsumen Jiniso di TikTok Shop

Abstract

This study examines the effects of Live Streaming Quality (LSQ), Perceived Value (PV), and Trust on Purchase Decision, with Customer Engagement (CE) as a mediating variable among Jiniso consumers on TikTok Shop. The study uses the Stimulus-Organism-Response (S-O-R) theory as its theoretical foundation. A descriptive-causal quantitative design was applied to 150 Generation Z respondents in Banyumas who were selected through purposive sampling. The researchers collected data using a 28-item questionnaire measured on a five-point Likert scale and analyzed the data using PLS-SEM with SmartPLS 3.0. The results indicate that LSQ, PV, and Trust have positive and significant effects on CE (β = 0.326–0.428). LSQ, PV, Trust, and CE also have positive and significant effects on Purchase Decision (β = 0.205–0.362). In addition, CE mediates the effects of LSQ, PV, and Trust on Purchase Decision. The model explains 59.9% of the variance in CE and 78.8% of the variance in Purchase Decision. These findings suggest that local fashion brands should improve live streaming quality, perceived value, and consumer trust to strengthen engagement and purchase decisions on TikTok Shop.