Mishella Cahya Mutiarany, - (2023) ANALISIS CUSTOMER TRUST DALAM MEMEDIASI PENGARUH CUSTOMER ENGAGEMENT TERHADAP AKTIVITAS IMPULSE BUYING KONSUMEN LIVE STREAMING COMMERCE TIKTOK. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Kegiatan berbelanja online biasanya terjadi didasari oleh beberapa faktor, seperti tingkat kemudahan, kepercayaan, serta adanya ketertarikan dari konsumen akan suatu barang. Namun, dalam kegiatan perbelanjaan dengan memanfaatkan internet ini muncul adanya permasalahan di masyarakat, yaitu terjadinya aktivitas pembelian suatu produk dengan tidak direncanakan sebelumnya atau disebut impulse buying. Kepercayaan pelanggan atau customer trust terhadap sebuah produk secara signifikan mempengaruhi keputusan pembelian yang akan memperkuat Customer engagement untuk menciptakan loyalitas konsumen dalam live streaming commerce. Penelitian ini bertujuan untuk menganalisis pengaruh customer engagement terhadap aktivitas impulse buying dengan customer trust sebagai variable mediasi. Penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan mengumpulkan data melalui kuesioner yang disebarkan secara online di media sosial. Populasi riset ini adalah mahasiswa yang merupakan pengguna live streaming commerce Tiktok di Tasikmalaya dengan rentang usia 18-30 tahun dengan sampel 150 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah teknik analisis jalur variabel intervening dengan bantuan alat Smartpls. Hasil penelitian ini menunjukkan bahwa pertama, variabel customer engagement berpengaruh positif dan signifikan terhadap kepercayaan konsumen ketika live streaming commerce Tiktok berlangsung. Kedua, variabel customer engagement tidak berpengaruh terhadap impulse buying. Ketiga, variabel customer engagement melalui customer trust berpengaruh positif dan signifikan terhadap variabel impulse buying. Maka, Customer trust berhasil menjadi variable mediasi. Online shopping activities usually occur based on several factors, such as the level of convenience, trust, and interest from consumers in an item. However, in shopping activities by utilizing the internet, there is a problem in the community, namely the occurrence of purchasing a product with no prior planning or called impulse buying. Customer trust or customer trust in a product significantly influences purchasing decisions which will strengthen customer engagement to create consumer loyalty in live streaming commerce. This study aims to analyze the effect of customer engagement on impulse buying activities with customer trust as a mediation variable. This study used an associative quantitative approach by collecting data through questionnaires distributed online on social media. The population of this research is students who are Tiktok live streaming commerce users in Tasikmalaya with an age range of 18-30 years with a sample of 150 respondents. The data analysis technique used in this study is the intervening variable path analysis technique with the help of the Smartpls tool. The results of this study show that first, the customer engagement variable has a positive and significant effect on consumer confidence when live streaming commerce Tiktok takes place. Second, the customer engagement variable has no effect on impulse buying. Third, the customer engagement variable through customer trust has a positive and significant effect on the impulse buying variable. Thus, Customer trust succeeded in becoming a mediation variable.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Link Google Scholar : https://scholar.google.com/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing Syti Sarah Maesaroh : 6681118 Adi Prehanto : 6745739 |
| Uncontrolled Keywords: | customer engagement, customer trust, impulse buying. |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | Mishella Cahya Mutiarany |
| Date Deposited: | 09 Nov 2023 04:39 |
| Last Modified: | 09 Nov 2023 04:39 |
| URI: | http://repository.upi.edu/id/eprint/112614 |
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