Pengaruh Perceived Value Tiktok Live melalui Customer Engagement pada Gen-Z di Jabodetabek
Keywords:
perceived Value, customer trust, customer engagement, generasi Z, tiktok liveAbstract
Penelitian ini bertujuan untuk menganalisis Pengaruh Perceived Value terhadap Customer Engagement TikTok Live pada generasi Z di Jabodetabek. Perceived value yang terdiri dari utilitarian value, hedonic value, dan symbolic value memiliki peran penting dalam membangun kepercayaan konsumen (customer trust) terhadap penjual dan produk yang ditawarkan. Studi ini menggunakan metode kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 50 responden yang merupakan pengguna TikTok Live berusia 17-27 tahun. Hasil penelitian menunjukkan bahwa utilitarian value memiliki pengaruh positif terhadap trust in product, symbolic value memiliki pengaruh positif terhadap trust in seller dan hedonic value memiliki pengaruh positif terhadap customer engagement. Temuan ini memberikan wawasan bagi pelaku bisnis dan industri media sosial mengenai pentingnya membangun keterlibatan konsumen dan kepercayaan melalui platform TikTok Live, serta dapat menjadi acuan dalam meningkatkan strategi pemasaran yang lebih efektif di kalangan generasi Z.
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