EFFECT OF LIVE STREAMING E-COMMERCE IN BUILDING CUSTOMER TRUST AND CUSTOMER ENGAGEMENT (STUDY ON TOKOPEDIA CONSUMERS)

In recent years, e-commerce in Indonesia is growing rapidly which makes the level of competition between e-commerce is also high and has resulted in the closure of several e-commerce because they are unable to compete. It can be said that live streaming is one of the innovations as a marketing strategy for new e-commerce. To avoid suspicions of different product characteristics photos, fake shops, fraudulent sellers and others and to increase customer trust, Tokopedia Play created a live shopping experience feature. And can increase customer engagement which ultimately consumers buy and revisit. This study aims to examine the effect of live streaming, customer trust, and customer engagement in making online purchases on Tokopedia e-commerce. The independent variable in this study is live streaming. The dependent variable is customer engagement. And the intervening variable is customer trust. Respondents in this study were people who had shopped online through live streaming on Tokopedia Play. This study uses quantitative research methods and PLS analysis. Using a minimum of 105 respondents. The results of the study show that: (1) Live streaming has a positive and significant effect on customer trust. (2) Customer trust has a positive and significant effect on customer engagement. (3) The effect of live streaming on customer trust and on customer engagement is significant and positive

EFFECT OF LIVE STREAMING E-COMMERCE IN BUILDING CUSTOMER TRUST AND CUSTOMER ENGAGEMENT (STUDY ON TOKOPEDIA CONSUMERS)

In recent years, e-commerce in Indonesia is growing rapidly which makes the level of competition between e-commerce is also high and has resulted in the closure of several e-commerce because they are unable to compete. It can be said that live streaming is one of the innovations as a marketing strategy for new e-commerce. To avoid suspicions of different product characteristics photos, fake shops, fraudulent sellers and others and to increase customer trust, Tokopedia Play created a live shopping experience feature. And can increase customer engagement which ultimately consumers buy and revisit. This study aims to examine the effect of live streaming, customer trust, and customer engagement in making online purchases on Tokopedia e-commerce. The independent variable in this study is live streaming. The dependent variable is customer engagement. And the intervening variable is customer trust. Respondents in this study were people who had shopped online through live streaming on Tokopedia Play. This study uses quantitative research methods and PLS analysis. Using a minimum of 105 respondents. The results of the study show that: (1) Live streaming has a positive and significant effect on customer trust. (2) Customer trust has a positive and significant effect on customer engagement. (3) The effect of live streaming on customer trust and on customer engagement is significant and positive

PRICE STRATEGY AND SERVICE QUALITY AFFECTING REPURCHASE

Regarding to health case in Indonesia, there is a shifting in people’s behaviour. They become more aware of their physical health, which is related to facial beauty and physical neatness, because physical neatness strongly reflects someone’s condition. People make habit visiting beauty clinics regularly to purchase various beauty services to stay beautiful. This beauty industry is commonly identical with women, but men slowly making the same habits as well, they begin to visit those beauty clinics almost everymonth. Usually they visit the clinics together with their wives or friends. These beauty customers mostly come from teenagers in schools or known as generation Z, to productive age people who works in various companies. As generation who live in digital era, generation Z have unique ways of thinking in comparison to the earlier generations, including in the world of beauty. In their annual report, ZAP Beauty Index shows that generation Z spends most of their money on beauty treatments, even 67.8% women from generation Z confess that they have body shamming experience triggered by ance problems, and their favourite beauty treatment is the treatment that utilizes laser. Because of this, beauty industry in the form of beauty clinics can blossom. As the results, competition among beauty clinics is inevitable, this research is about how price strategy and service quality formulated by an underdog beauty clinic in its efforts to maintain repurchase by the customers. The research is conducted in Tasikmalaya as a not famous city but having so much potentials for future.&nbsp