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All Journal Electronic Journal of Education, Social Economics and Technology Priviet Social Sciences Journal
Widuri, Intan Lidiya
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Analysis of consumer shopping motivation on TikTok live streaming using the SEM-SmartPLS test approach Widuri, Intan Lidiya
Priviet Social Sciences Journal Vol. 6 No. 3 (2026): March 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i3.1586

Abstract

The development of TikTok live streaming has driven changes in consumer shopping behavior in social media-based e-commerce, particularly through informative, persuasive, and entertaining real-time interactions. This study aims to analyze consumer shopping motivation on TikTok live streaming by examining the influence of seller characteristics, streaming platform, and performance on purchase motivation through customer perceived value. This study uses a quantitative approach with the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method using SmartPLSThe data was collected through questionnaires distributed to respondents who had made or considered making purchases through TikTok Live. The model was evaluated through construct validity and reliability testing, determination coefficients, and an analysis of direct and indirect effects between variables. The results of the study show that all constructs have excellent validity and reliability. Seller characteristics and the streaming platform have a significant effect on performance and customer perceived value. Furthermore, performance was proven to significantly increase customer perceived value. The main results of this study indicate that customer perceived value is the most dominant factor influencing purchase motivation and acts as the main mediating variable between seller characteristics, platform quality, and live streaming performance on purchase motivation. This study concludes that consumer shopping motivation on TikTok live streaming is formed through an integrated mechanism, with consumer value perception as the main determinant in driving purchase decisions.
Determinants of Customer Loyalty with Customer Satisfaction as a Mediation Variable Among Users of Online Food Delivery Service Applications in Indonesia Widuri, Intan Lidiya; Bangsawan, Satria; Roslina, Roslina
Electronic Journal of Education, Social Economics and Technology Vol 7, No 1 (2026)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v7i1.1353

Abstract

The rapid growth of online food delivery (OFD) services in Indonesia has intensified competition among platforms, making customer loyalty a critical issue for sustainability. This study aims to analyze the influence of price, service quality, food quality, and delivery time efficiency on customer loyalty in online food delivery services in Indonesia, with customer satisfaction as a mediating variable. A quantitative approach was employed using a survey method, with questionnaires distributed to 220 active users of online food delivery services in Indonesia. The collected data were analyzed using Structural Equation Modeling (SEM). The results indicate that price, food quality, and delivery time efficiency have a significant effect on customer satisfaction, while service quality does not show a significant influence. Furthermore, price, food quality, and delivery time efficiency significantly affect customer loyalty, whereas service quality does not have a direct significant effect on customer loyalty. Customer satisfaction is proven to mediate the relationship between price, food quality, and delivery time efficiency on customer loyalty, but it does not mediate the effect of service quality on customer loyalty. These findings suggest that customer loyalty in Indonesia’s online food delivery services is primarily driven by perceived price value, food quality, and delivery timeliness. The study provides managerial implications for OFD platforms to prioritize pricing strategies, food quality control, and delivery efficiency in order to enhance customer loyalty.
Co-Authors Roslina Roslina, Roslina Satria Bangsawan