Peran live streaming shopee dalam membangun customer engagement dengan social commerce seller

Setyono, Clarissa Angelina (2024) Peran live streaming shopee dalam membangun customer engagement dengan social commerce seller. Masters thesis, Universitas Pelita Harapan.

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Abstract

Layanan live streaming merupakan salah satu fitur yang dapat ditemukan didalam platform e-commerce maupun media sosial. Layanan ini telah diadopsi oleh banyak bisnis, kendati hal ini layanan live streaming memiliki berbagai kendala termasuk kurangnya keterlibatan konsumen dan banyaknya konten pemasaran yang homogen. Model penelitian yang digunakan dalam penelitian ini adalah perceived value (utilitarian value, hedonic value, symbolic atau social value, dan economic value), trust in seller, trust in product, dan customer engagement. Data dikumpulkan melalui survei kuesioner via online dengan populasi responden dari seluruh Indonesia yang pernah menonton dan membeli barang dari live streaming Shopee. sampel penelitian ini dianalisis dengan aplikasi SmartPLS-SEM untuk membuktikan model asumsi penelitian ini. Hasil dari penelitian ini adalah untuk menganalisis dampak dari nilai yang dirasakan konsumen terhadap kepercayaan konsumen dalam membangun keterlibatan konsumen. Implikasi dari penelitian ini menggarisbawahi pentingnya mempertimbangkan faktor-faktor pengalaman berbelanja melalui live streaming Shopee dalam membangun kepercayaan konsumen yang dapat meningkatkan keterlibatan konsumen. / Live streaming services is a real-time video broadcast through e-commerce or social media platform, and has been adopted by many businesses and also in e-commerce. Thus, this feature has numerous obstacles, including a lack of customer engagement and a plethora of comparable marketing content. The variables use on this study are consumers’ perceived value (utilitarian value, hedonic value, symbolic or social value, and economic value), trust in seller, trust in product, and customer engagement. By examining the impact of customer perceived value on customer trust to customer engagement. Data were collected by questioner survey via online with the population of respondents from all around Indonesia who have watched and purchased goods from Shopee live streaming. the samples were analyzed with SmartPLS-SEM to prove the assumption model of this paper. The implications from this research underscore the importance of considering these factors of shopping experience through Shopee live streaming in building customer trust that enhance customer engagement.

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