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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Agista Nurul Defani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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UPAYA PENGUATAN BRAND TRUST LIPSTIK WARDAH DI PLATFORM TIKTOK LIVE PADA GENERASI Z Agista Nurul Defani; Diana Aqmala; Ariati Anomsari; Awanis Linati Haziroh
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 1 (2026): Edisi Januari - April 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i1.7018

Abstract

The purpose of this study is to analyze the influence of Customer Experience, Live Streaming, and Influencer Credibility on Brand Trust of Generation Z Wardah lipstick users through TikTok Live. This study uses a quantitative method, with data obtained from 170 Generation Z respondents in Semarang who have watched and interacted directly with the Wardah brand through TikTok live. Data analysis uses the PLS-SEM technique processed using SmartPLS 4 software. The results show that the three independent variables, namely Customer Experience, Live Streaming, and Influencer Credibility, have a positive and significant effect on Brand Trust. This shows that a pleasant Customer Experience, authentic and interactive interactions through live broadcasts, and the credibility of influencers who have similar expertise and values ​​to the audience, can increase consumer trust in the Wardah brand.
Co-Authors Ariati Anomsari Awanis Linati Haziroh Diana Aqmala