Pengaruh Live Streaming Interaction Dan Emotional Visual Elements Terhadap Sustained Engagement Melalui Social Presence Dan Perceived Trust Pada Pengguna Live Streaming Produk Skincare Di Tiktok Shop Kota Padang
DOI:
https://doi.org/10.37385/msej.v7i4.10809Keywords:
Live Streaming Interaction, Emotional Visual Elements, Social Presence, Perceived Trust, Sustained EngagementAbstract
Perkembangan teknologi saat ini membuat hampir seluruh aktivitas masyarakat dilakukan dengan memanfaatkan jaringan internet. Hal ini ditunjukkan dengan meningkatnya penggunaan platform digital, termasuk dalam aktivitas jual beli melalui fitur live streaming pada e-commerce seperti TikTok Shop. Live streaming menjadi salah satu strategi pemasaran yang efektif karena mampu menciptakan interaksi secara langsung antara penjual dan konsumen. Oleh karena itu, penelitian ini membahas tentang pengaruh Live Streaming Interaction dan Emotional Visual Elements terhadap Sustained Engagement melalui Social Presence dan Perceived Trust pada pengguna live streaming produk skincare di TikTok Shop Kota Padang. Penelitian ini menggunakan pendekatan kuantitatif dengan jumlah sampel sebanyak 200 responden yang diperoleh melalui penyebaran kuesioner menggunakan Google Form. Teknik analisis data yang digunakan adalah Partial Least Squares (PLS) dengan bantuan aplikasi SmartPLS. Hasil penelitian ini menunjukkan bahwa: (1) Live Streaming Interaction berpengaruh positif dan signifikan terhadap Social Presence, (2) Live Streaming Interaction berpengaruh positif dan signifikan terhadap Perceived Trust, (3) Emotional Visual Elements berpengaruh positif dan signifikan terhadap Social Presence, (4) Emotional Visual Elements berpengaruh positif dan signifikan terhadap Perceived Trust, (5) Social Presence berpengaruh positif dan signifikan terhadap Sustained Engagement, dan (6) Perceived Trust berpengaruh positif dan signifikan terhadap Sustained Engagement.
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