TikTok Live Host Authenticity on Purchase Intention: The Role of Customer Engagement as a Mediating
DOI:
https://doi.org/10.35870/ljit.v4i2.8613Keywords:
authenticity, customer engagement, purchase intention, TikTok Live, GenerationAbstract
The growth of social commerce via TikTok Live has transformed consumer behavior patterns, particularly among Generation Z, who are characterized as digital natives. In the live shopping process, the host's authenticity is a key factor capable of shaping audience engagement and driving purchase intentions. This study aims to analyze the impact of authenticity on customer engagement, customer engagement on purchase intention, and authenticity on purchase intention, as well as the mediating role of customer engagement in the relationship between authenticity and purchase intention among Generation Z users of TikTok Shop in Samarinda City. A quantitative approach was employed, utilizing primary data collected via online questionnaires (Google Forms). The research instrument utilized a five-point Likert scale, and data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that authenticity has a positive and significant effect on customer engagement (path coefficient: 0.716; T-statistic: 15.564; P-value: 0.000). Customer engagement has a positive and significant effect on purchase intention (path coefficient: 0.464; T-statistic: 5.602; P-value: 0.000). Authenticity also has a positive and significant effect on purchase intention (path coefficient: 0.401; T-statistic: 4.601; P-value: 0.000). Furthermore, customer engagement was found to mediate the effect of authenticity on purchase intention (path coefficient: 0.332; T-statistic: 5.251; P-value: 0.000). R-square values of 0.513 for customer engagement and 0.643 for purchase intention indicate a moderate level of model explanatory power. Thus, the more authentic the host is in conveying information and interacting naturally, the higher the engagement among Generation Z, which ultimately strengthens purchase intentions via TikTok Live.
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