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Febriyani Muti
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang
Economics, Econometrics & Finance Engineering

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Pengaruh Interaksi Livestreaming dan Ifluencer terhadap Brand Engagement Generasi Z pada Produk Fashion di Tiktok Debiandyta Lesmana; Febriyani Muti; Ria Aulia
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 2 (2026): Oktober - Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v4i2.5313

Abstract

This research examines how livestreaming interaction and influencers affect brand engagement among Generation Z consumers of fashion products on TikTok. A quantitative research method was applied, involving 80 respondents. The required information was obtained through questionnaires and processed using multiple linear regression analysis with SPSS. The results reveal that livestreaming interaction positively and significantly affects brand engagement, as shown by a significance level of 0.039. Influencers also demonstrate a positive and significant influence, with a significance value below 0.001. Furthermore, both variables jointly contribute significantly to brand engagement, with an F-statistic of 30.451 and a significance level below 0.001. The R-square value of 0.442 indicates that livestreaming interaction and influencers account for 44.2% of brand engagement variation, while the remaining 55.8% is associated with other factors not examined in this study. These results highlight the importance of interactive live broadcasts and the role of influencers in encouraging Generation Z to become more involved with fashion brands on TikTok.
Co-Authors Debiandyta Lesmana Ria Aulia