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All Journal INTERDISIPLIN: Journal of Qualitative and Quantitative Research Al-Fadilah: Islamic Economics Journal Regulate: Jurnal Ilmu Pendidikan, Hukum dan Bisnis
Bilal Kautsar Setiabudi
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Religion Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Regulate: Jurnal Ilmu Pendidikan, Hukum dan Bisnis

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The Role of Trust and Interaction in Tiktok Live and Shopee Live Live Live Shopping for Generation-Z Consumer Purchasing Interests Nuzhuliya Mega Avifa; Elisa Tri Rahayu; Putri Firda Febrianti; Bilal Kautsar Setiabudi; Musleh, Musleh; Hawa Gazani
Regulate: Jurnal Ilmu Pendidikan, Hukum dan Bisnis Vol. 2 No. 3 (2025)
Publisher : Penerbit Hellow Pustaka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61166/regulate.v2i3.66

Abstract

The development of digital technology has significantly changed the way people shop, especially Generation Z, who grew up in the digital age. One popular new trend is live shopping on TikTok Live and Shopee Live. This feature combines direct interaction between sellers and buyers with entertainment, making shopping more exciting and engaging. This study examined how trust and interaction influence Generation Z's interest in live shopping. The method used was interviews with several individuals who met the research criteria. The results showed that trust is a key factor, emerging from the host's credibility, the authenticity of the content, and the platform's reputation. Live interaction makes the shopping experience more personal, enjoyable, and reassuring. TikTok Live tends to encourage spontaneous purchases due to its entertainment concept, while Shopee Live supports planned purchases through detailed product information and attractive promotions.
Co-Authors Elisa Tri Rahayu Hawa Gazani Kholilur Rohman Mashudi Moh azfahani zain Musleh, Musleh Nasya Amelia Putri Nuzhuliya Mega Avifa Putri Firda Febrianti Rania Ningsih