Pengaruh Streamer Product Knowledge, Social Presence of Streamers, dan Social Presence of Viewers terhadap Kepercayaan Pelanggan Fashion Muslim di Live Shopping TikTok Live

The Influence of Streamer Product Knowledge, Social Presence of Streamers, and Social Presence of Viewers on Muslim Fashion Customers Trust in TikTok Live Shopping

Tujuan dari penelitian ini yaitu untuk menganalisis pengaruh streamer product knowledge, social presence of streamers, dan social presence of viewers terhadap kepercayaan pelanggan fashion muslim di live shopping TikTok Live. Jumlah peminat fashion muslim di Indonesia terus meningkat setiap tahunnya. Aktivitas belanja juga semakin mudah dengan hadirnya layanan belanja online melalui live shopping khususnya TikTok Live. Metode penelitian menggunakan metode kuantitatif dengan sumber data primer yang didapat dari penyebaran kuesioner secara online. Pengambilan sampel menggunakan teknik purposive sampling dengan jumlah 165 responden. Teknik yang digunakan dalam analisis data yaitu structural equation modeling – partial least square (SEM-PLS) pada software SmartPLS 4. Hasil dari penelitian didapati bahwa terdapat pengaruh positif dan signifikan pada streamer product knowledge, social presence of streamers, dan social presence of viewers terhadap kepercayaan pelanggan fashion muslim pada live shopping TikTok Live di Kota Surabaya. Pemasar fashion muslim di live shopping TikTok Live hendaknya dapat lebih menguasai spesifikasi produk, percaya diri, memiliki attitude yang baik serta komunikatif dengan viewers.

The purpose of this study is to analyze the influence of streamer product knowledge, social presence of streamers, and social presence of viewers on muslim fashion customers' trust in TikTok Live shopping. The number of Muslim fashion enthusiasts in Indonesia continues to increase every year. Shopping activities are also getting easier with the presence of online shopping services through live shopping, especially TikTok Live. The research method uses quantitative methods with primary data sources obtained from distributing questionnaires online. Sampling used purposive sampling technique with a total of 165 respondents. The technique used in data analysis is Structural Equation Modeling - Partial Least Square (SEM-PLS) in SmartPLS 4 software. The results of the research show that there is a positive and significant influence on streamer product knowledge, social presence of streamers, and social presence of viewers on muslim fashion customers' trust at TikTok Live shopping in the city of Surabaya. Muslim fashion marketers in TikTok Live shopping should be able to better master product specifications, be confident, have a good attitude and be communicative with viewers.