THE INFLUENCE OF TIKTOK HOST ON CUSTOMER TRUST AND ENGAGEMENT IN THE LIVE STREAMING SHOP FOR MEN'S GROOMING PRODUCTS

• Main Author: Orlando, Filipi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75769
• Institution: Institut Teknologi Bandung

One of the most popular social media platforms nowadays is TikTok, as well as in Indonesia. Live streaming shop is the newest feature for online shopping, and TikTok has them. This live streaming shop is proven useful to boost sales of some products, such as beauty products. It is easy to find live streaming of TikTok shop that selling skincare for women, but when it comes for men’s grooming product, the viewers of the live streaming relatively small on some TikTok shop. This is caused by TikTok users who continuously leave live streaming and do not generate customer engagement in that session. There is a person or more, on the live streaming that leading the continuation of the event, which called the host. The host will be the main attention of live streaming, therefore they will guide and help the viewer to provide information about the product they sell. Especially for men's grooming products, the knowledge of hosts on TikTok live streaming is still limited. Based on the previous research and reality facts the purpose of this study is to gain a comprehension of the general factors that may influence the viewer during a live streaming session. There are 5 variables with total 6 hypotheses that will be analyzed. The variables are visual appearance, host approach (promotion and humour), interaction (review the product and consultation), trust in host, and customer engagement. These variables are tested with the survey that is conducted for 319 respondent, but before that, the pilot test is used to ensure the questions in the questionnaire are valid and reliable with SPSS. After the data is collected, it is proceeded to analyse it with PLS-SEM method using SmartPLS. The result of this research are found out that the visual appearance, host approach by promotion, and interaction with consultation have positive relationship or accepted with trust in host, meanwhile host approach by humour and interaction with review the product is rejected. Lastly, the trust in host itself has positive relationship with customer engagement. The test result is explained as business solution for host of men’s grooming product that will bring the TikTok live streaming shop session. Visual appearance has influence over the audience of men’s grooming product, because the well-groomed host can be assessed as professional and proven of the grooming product that they sell is effective as if they used it. Visual masculine or feminine can be the determinant that influencing customer, however this goes back to the target market each men's grooming product. Host approach by promotion will influence the viewer that the host want to give the better deal with them. On the other hand, humour is unreliable for this approach, since there are various people's tastes of jokes that might misinterpret into something that could ruin the trustworthiness between host and viewer. It goes the same as interaction through review the product, because it is already a mandatory for a host to be able explain about the product toward its viewer, and as the survey conduct it is has no effect toward customer trust. Interaction with consultation has different meaning with mere interaction such review the product. This kind interaction is approaching customer into deeper understanding on what customer need and product that is the most suitable for them. This approach will make the customer feel cared for by the host. Those positive variables will enhance the trust in host of customer and lead into customer engagement toward the live streaming. This engagement is not only make them keep watching the live streaming, but will use the features on TikTok live streaming to communicate with the host.