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"Pemanfaatan live streaming commerce dilakukan untuk membangun customer engagement. Adanya permasalahan ketika mencari produk secara daring membuat terhambatnya pembentukan kepercayaan pelanggan. Kepercayaan pelanggan yang tidak terbentuk dapat mengurangi keterikatan pelanggan dengan produk sehingga keseluruhan upaya pembangunan customer engagement dapat lebih tercapai dengan kehadiran customer trust. Penelitian ini bertujuan untuk menganalisis pengaruh trust in broadcaster, trust in community members, dan trust in products terhadap customer engagement melalui swift guanxi sebagai variabel mediasi kepada penonton Shopee Live Somethinc di Jabodetabek. Penelitian ini memiliki pendekatan kuantitatif serta pengumpulan data menggunakan metode survei dengan purposive sampling. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 156 responden. Hasil penelitian dianalisis menggunakan SmartPLS 3.0 yang menunjukkan hasil penelitian bahwa terdapat pengaruh trust in broadcaster terhadap customer engagement, terdapat pengaruh langsung dan tidak langsung trust in community members terhadap customer engagement, trust in broadcaster memberikan pengaruh terhadap trust in community members dan trust in products, trust in community members dan trust in products memberikan pengaruh terhadap swift guanxi, swift guanxi memberikan pengaruh terhadap customer engagement, dan trust in products memberikan pengaruh terhadap customer engagement melalui swift guanxi. Hasil penelitian ini juga mengungkapkan bahwa tidak terdapat pengaruh antara trust in products dan customer engagement, tidak terdapat pengaruh antara trust in community members dan trust in products, tidak terdapat pengaruh antara trust in broadcaster dan swift guanxi, dan tidak terdapat pengaruh antara trust in broadcaster dan customer engagement melalui swift guanxi.

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Live streaming commerce is utilized to build customer engagement. The problems when searching for products online hinders the formation of customer trust. Customer trust that is not formed can reduce customer engagement with the product so the efforts to build customer engagement can be more achieved with the presence of customer trust. This research aims to analyze the influence of trust in broadcaster, trust in community members, and trust in products on customer engagement through swift guanxi on Shopee Live Somethinc’s viewers in Jabodetabek. This research has a quantitative approach and uses a survey method with purposive sampling. This research was conducted by distributing questionnaires to 156 respondents. The research results were analyzed using SmartPLS 3.0 which showed that there is an influence of trust in broadcaster on customer engagement, there is a direct and indirect influence of trust in community members on customer engagement, trust in broadcaster has an influence on trust in community members and trust in products, trust in community members and trust in products has an influence on swift guanxi, swift guanxi has an influence on customer engagement, and trust in products has an influence on customer engagement through swift guanxi. This research also reveals that there is no influence between trust in products and customer engagement, there is no influence between trust in community members and trust in products, there is no influence between trust in broadcaster and swift guanxi, and there is no influence between trust in broadcaster and customer engagement via swift guanxi."

"Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor interaksi interpersonal yang mempengaruhi intensi pembelian terhadap produk fashion lokal Indonesia melalui TikTok live stream shopping, berdasarkan teori Stimulus-Organism-Response (SOR). Sampel penelitian terdiri dari pengguna TikTok live stream shopping yang pernah menonton sesi live stream shopping produk fashion lokal dari Indonesia, tinggal di wilayah Jabodetabek, dan berusia antara 18 hingga 34 tahun. Kuesioner penelitian disebarkan secara online, dan sebanyak 295 responden berhasil mengisi kuesioner. Data yang terkumpul kemudian dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan menggunakan software PLS-SEM. Menurut penelitian ini, Perceived similarity berhubungan positif dengan Swift guanxi. Selain itu, Perceived similarity Perceived responsiveness berhubungan positif dengan Initial Trust. Swift guanxi dan Initial Trust berhubungan positif dengan Purchase Intention. Selain itu, ditemukan bahwa swift guanxi memiliki peran mediasi yang positif terhadap Perceived similarity pada Purchase Intention di TikTok live streaming shopping. Terakhir, Initial Trust secara positif memediasi efek Perceived similarity dan Perceived responsiveness terhadap Purchase Intention di TikTok live streaming shopping.

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This study aims to investigate the interpersonal interaction factors influencing purchase intention towards local Indonesian fashion products through TikTok live stream shopping, based on the Stimulus-Organism-Response (SOR) theory. The sample consists of TikTok livestream shopping users who have previously watched livestream shopping sessions of local fashion products from Indonesia, residing in the Jabodetabek area, and aged between 18 and 34 years. The research questionnaire was distributed online, and a total of 295 respondents successfully completed the survey. The collected data were analyzed using the Structural Equation Modelling (SEM) method with PLS-SEM software. According to this study, perceived similarity is positively related to swift guanxi. Additionally, perceived similarity and perceived responsiveness are also positively related to initial trust. Swift guanxi and Initial trust is positively related to the buyer's intention to purchase a product. Moreover, it is found that swift guanxi positively mediates the effect of perceived similarity on purchase intention in TikTok live stream shopping. Lastly, Initial trust positively mediates the effect of perceived similarity and perceived responsiveness on purchase intention in TikTok live stream shopping."