PENGARUH INTERAKTIVITAS LIVE SHOPPING TERHADAP BRAND TRUST DENGAN VARIABEL MEDIASI CUSTOMER ENGAGEMENT

Authors

Annisa Lisdayanti Universitas Widyatama
Irma Nilasari Universitas Widyatama

DOI:

Keywords:

Live Shopping, Interaktivitas, Customer Engagement, Brand Trust, E-commerce

Abstract

Live shopping telah berkembang menjadi inovasi e-commerce vital yang mengubah dinamika interaksi konsumen, namun mekanisme pembentukan brand trust dalam konteks ini belum sepenuhnya dipahami, terutama di pasar Indonesia yang memiliki tingkat kekhawatiran tinggi terhadap keamanan data dan keaslian produk. Penelitian ini bertujuan menganalisis pengaruh interaktivitas live shopping terhadap brand trust dengan menginvestigasi peran mediasi customer engagement. Menggunakan pendekatan kuantitatif, penelitian melibatkan 153 pengguna aktif Shopee Live Indonesia yang dipilih melalui purposive sampling dan dianalisis menggunakan PLS-SEM. Hasil penelitian mengungkap bahwa interaktivitas live shopping dalam shopee memiliki pengaruh kuat terhadap brand trust, baik secara langsung maupun melalui customer engagement. Analisis mediasi mengonfirmasi mekanisme dual-path, di mana jalur langsung melalui transparansi mendominasi sebesar 72,17% dibandingkan jalur emosional. Temuan ini memperluas teori Stimulus-Organism-Response, menunjukkan bahwa konsumen lebih mengandalkan evaluasi rasional dalam situasi ketidakpastian tinggi. Implikasi praktis menyarankan platform untuk mengoptimalkan demonstrasi produk transparan demi membangun kepercayaan instan dan membina interaksi untuk loyalitas jangka panjang.

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