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Herning Indriastuti
Universitas Mulawarman
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TikTok Live Host Authenticity on Purchase Intention: The Role of Customer Engagement as a Mediating Al’mira Fa’rah; Herning Indriastuti
LANCAH: Jurnal Inovasi dan Tren Vol. 4 No. 2 (2026): NOVEMBER
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ljit.v4i2.8613

Abstract

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.
Co-Authors Achmad Fachri Adhytya Nugraha Adi Anwar Adi Wijaya Adinda Nur Oktaviani Dwi Putri Ady, Muhammad Adzawiah, Prinshi Rabbiatul Agil Sukadri Agus Tomako Saputra AHMAD GAZALI DAHLAN Al Hidayah, Rahmawati Alexander Sampeliling Alexander Sampeliling Alexander Sampeliling Alexander Sampeliling Alfianty Rizky Ramadhanti Alfina Damayanti Al’mira Fa’rah AMELIA SETYAWATI, AMELIA Ananta, Andi Asti Ani Sri Winarti Annisa Dwi Ratnasari Aprilliani, Nur Ardiyanti Syifa Rahmani Asnawati Asnawati Asnawati Asnawati Asnawati Asnawati Budi Nugroho Budi Nugroho Cantika Virgores Damayanti, Alfina Dedy Alfiannur Dian Anita Nuswantara Dian Ratna Sari Dirga Lestari Doddy Adhimursandi Endi Pembudi Eny Rochaida Fadillah Ridho Pangestu Fajar, Andy Fega Septia Rustam Feri Rahmat Fidelia Zulfaqar Putri Gusti Noorlitaria Gusti Noorlitaria A Gusti Noorlitaria Achmad Hairul Anwar Hajjra Hajjra Heni Rahayu Rahmawati Hidayati Tetra Imron Sohsan Imron Sohsan, Imron J. Kuleh Jayanti Reike Jefryadi Yeskel Jeny Arita Jofachri, Muhammad Johanes Babtista Barca Sally Kembaren Johanes Babtista Barca Sally Kembaren Joko Susilo Joko Susilo Kiki Andriani Purty Lenjau, Jalung Setiawan Lucky Apriliyanti Mutholib Lusiana Emiliani Weti M Nur Jamaluddin M. Alda Saputra Marhamah, Putri Al Martiyanti, Dwi Maulia Syafda M Meri Meri Muhammad Faizuddin Muhammad Hilmi Lingga Sabda KasiH MuhammadRisyan Mahendra Putra Mukhlis Mukhlis Muslihin Muslihin Niken Fortuna Nila Kartika Norhayati Norhayati Norhayati Norhayati, Norhayati Noris Marten Polanco Nova, Meri Novia Fitri Yanti Saragih Nur Aprilliani Nur Ita’ Zahrah Nur Mahani Nur Rahman Ramadhany Al-Fatih Nuraeni, Hera Nurul Huda Oktaviani, Rizka Purwati Pamasang S. Siburian Pamasang Siburian Pembudi, Endi Prinshi Rabbiatul Adzawiah Purty, Kiki Andriani Puspo Dewi Dirgantari Putra Darma Negara Putu Meilya Ayu Widyastini Rabiatul Adawiyah Rachmat Kurniawan Rahman, Iradah Rahmat Hidayat Rahmat, Feri Rahmawati Rahmawati Rahmawati, Heni Rahayu Rama Rama Ramadhanti , Alfianty Rizky Raudatul, Salsabilla Raya Sulistyowati Retno Dewi Perwita Risnawati Risnawati Rizal Rizal Rizal Rizal Rizky Abdillah Isma Rizky Khotijatul Mahgfiroh Rizky Yudaruddin Robiansyah, Robiansyah Rufina Pramuditha Rufina Pramuditha Safira, Zuyyina Santi Wiji Astuti Siti Kamisah Siti Kumala Dewi Siti Qomariah Sri Wahyuni Sri Winarti, Ani Sudarjo Sudibyo, Zsaghandy Adjisuastika Sugangga, Amelia Sugangga, Rayyan Suharno Suharno Syahar Banu, Syahar Syamsiar, Syamsiar Syarifah Hudayah Theresia Militina Utama, Dandi Begi Warsita, Meisy Yohanes Kuleh Yunita Sari ZA, Saida Zainurossalamia Zainuddin, Julham Zsaghandy Adjisuastika Sudibyo Zukhruf, Ratu Dintha Insyani