<![CDATA[This study examines how three customer experience stimuli in TikTok Live Shopping, namely Live Shopping, Flash Sale, and Social Proof, relate to Brand Loyalty for facial wash products, with Perceived Value and Customer Satisfaction as sequential mediators. Survey data from 321 TikTok users in Bali, Indonesia, who had bought facial wash through Live Shopping were analysed with partial least squares structural equation modelling (PLS-SEM), using bias-corrected and accelerated bootstrap confidence intervals as the decision criterion. Live Shopping (β = 0.470) and Flash Sale (β = 0.284) were positively associated with Perceived Value, whereas Social Proof was not. Perceived Value was the strongest predictor of Customer Satisfaction (β = 0.467), and Customer Satisfaction the strongest predictor of Brand Loyalty (β = 0.528). None of the three stimuli had a significant direct path to Brand Loyalty. The associations of Live Shopping and Flash Sale with Brand Loyalty ran through indirect routes, including the serial Perceived Value–Customer Satisfaction route (β = 0.116 and β = 0.070), while Social Proof reached Brand Loyalty only through a small path via Customer Satisfaction and its total indirect effect was not significant. The results held after excluding respondents who named more than one brand and after controlling for reference-brand differences. Because the design is cross-sectional, the findings describe a pattern consistent with staged loyalty formation rather than proof of causality. In practice, live selling and flash sales appear to support loyalty mainly when they strengthen customers' value judgements and satisfaction.]]>
