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All Journal ETNIK : Jurnal Ekonomi dan Teknik BISMA (Bisnis dan Manajemen)
Mustiko Aji, Hendy
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Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences

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Customer engagement on live streaming: a socio-technical approach Nugraha, Yudha Dwi; Nadiyah Rahmani, Annisa; Khumairah, Khumairah; Mustiko Aji, Hendy
BISMA (Bisnis dan Manajemen) Vol. 17 No. 1 (2024)
Publisher : Universitas Negeri Surabaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/bisma.v17n1.p107-128

Abstract

Technological advancements impact the e-commerce business landscape and give rise to live streaming shopping. This study, using a socio-technical approach, aims to investigate the relationship between interaction, emotional attachment, synchronicity, platform attachment, visit duration, and customer engagement. The data was collected using an online survey of 111 users. The Structural Equation Model was employed to evaluate five hypotheses. The results indicate that interaction has a positive and significant relationship with emotional attachment. However, this study found that there was no significant relationship between synchronicity and platform attachment. Furthermore, the study proved a positive and significant relationship between emotional attachment and visit duration. The study also found a positive and significant relationship between platform attachments and visit duration. Finally, visit duration has a positive and significant effect on customer engagement. This study adds to the existing literature on customer engagement and marketing by utilising a socio-technical approach to identify the factors that influence customer engagement on TikTok Shop. In the practical context, a live streaming platform can enhance customer engagement among Indonesian consumers by extending their visit duration on the TikTok Shop platform. They can also maximise emotional attachment by focusing on optimising the interaction between streamers and viewers. In terms of social benefits, consumers have a variety of live shopping platforms to choose from. TikTok Shop serves as a bridge to overcome the need for physical interaction between consumers, products, and sellers.
Niat Investasi Cryptocurrency di Indonesia Nur Hendriawan, Brian; Mustiko Aji, Hendy
Jurnal Etnik: Ekonomi-Teknik Vol 1 No 7 (2022): ETNIK : Jurnal Ekonomi dan Teknik
Publisher : Rifa'Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54543/etnik.v1i7.95

Abstract

This study aims to find out what are the factors that drive consumerperceptions of young Indonesian Muslims towards cryptocurrencyinvestment intentions. The sample in this respondent was selectedusing a purposive sampling technique with the criteria of consumersbeing Muslim. The number of valid respondents was 120. All datawere analyzed using the PLS-SEM method. The variables used inthis study are product knowledge, perceived quality, perceived risk,and behavioral intention. The results of this study indicate that theeffect of product knowledge has a positive effect on the perceptionof the quality of young Muslims towards cryptocurrency investment,product knowledge has a positive effect on the risk perception ofyoung Muslims towards cryptocurrency investment, and theperception of quality has a positive effect on the intentions of youngMuslims. Muslims towards cryptocurrency investment, Riskperception has a negative effect on the intentions of young Muslimstowards the use of cryptocurrency investments, Product knowledgehas a positive effect on the investment intentions of young Muslimstowards cryptocurrency investment. pay more attention to halalsensitivity and have an MUI halal certificate, so that Muslimconsumers can have an interest in cryptocurrency investment. 
Co-Authors khumairah, khumairah Nadiyah Rahmani, Annisa Nur Hendriawan, Brian Yudha Dwi Nugraha