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All Journal Jurnal Manajemen Bisnis
Yurcel, Ade Said
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE EFFECT OF TRUST AND CUSTOMER ENGAGEMENT ON BUYING INTEREST OF PAKUAN UNIVERSITY STUDENTS IN THE TIKTOK SHOP APPLICATION Ramdani, Siti Hidajati; Farradia, Yuary; Yurcel, Ade Said
ESENSI: Jurnal Manajemen Bisnis Vol. 28 Issue 2 (2025)
Publisher : Institut Bisnis Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/esensi.v29i2.341

Abstract

The rapid development of internet technology in Indonesia has changed people's shopping behavior, especially through social commerce platforms such as TikTok Shop. Tiktok Shop is a platform where users can buy products from sellers who sell through Tiktok videos. This study aims to analyze the effect of trust and customer engagement on buying interest in TikTok Shop among Pakuan University students. The research method used is quantitative with associative research type. Data was obtained from distributing questionnaires to 100 respondents. Determination of the number of samples using the Slovin formula with a non-probality sampling method based on accidential sampling. The results of the study with multiple linear regression tests show that trust and customer engagement have a positive and significant effect on buying interest in Pakuan University students.
Co-Authors Ramdani, Siti Hidajati Yuary Farradia