FACTORS INFLUENCING CUSTOMER ENGAGEMENT ON LIVE STREAMING SOCIAL COMMERCE: CASE STUDY BEAUTY INDUSTRY IN INDONESIA

• Main Author: Ayu Amalia, Rizkia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68223
• Institution: Institut Teknologi Bandung

Live streaming is becoming one of the features used in social media commerce to sell the products and attract the customers. A lot of industries have used the feature to gain more audience and sell their products through their social media, for instance beauty industry. This research will further study the factors that affect the customer engagement in the live streaming social commerce for beauty industry. The factors that will be analyzed are the relationship between customer engagement, customer trust, interactivity, perceived value, and social commerce constructs. This data collected from an online questionnaire for the research was through a survey involving 505 respondents and the data obtained from the survey were analyzed using PLS-SEM technique. The study found that from the interactivity variables, only one variable has a positive relationship with customer engagement, which is synchronicity, as for two-way communication & active control don’t have any positive relationship with customer engagement. As for the Social Commerce Constructs variables, only reviews variable that don’t have positive relationship with customer trust, for both recommendation & referrals & community are have positive relationship with customer trust. For Perceived Value variables, only Utilitarian Value that have positive relationship with customer trust meanwhile both Hedonic Value and Symbolic Value don’t have positive relationship with customer trust. Furthermore, customer trust was revealed to have positive relationships with customer engagement in the live streaming in social commerce for beauty products. Furthermore this study provides four suggestions, which can be adapted by the business players based on the result from the hypotheses. This present study contributes to academic implications regarding live streaming in social commerce for the beauty products industry through the research process and findings. Academically through enhancing the field of study, by understanding the factors influencing the customer engagement in live streaming in a social commerce environment.. In addition to managerial contributions, this study helps live streaming beauty industry businesses to have a better understanding about the customer behavior of the audience and how to create a good business strategy in the future.