<![CDATA[The advancement of digital technology has significantly influenced consumer behavior, especially among Generation Z, who are known as digital natives. One of the latest innovations in the e-commerce landscape is live shopping—an online shopping method that integrates interactive elements through live streaming. This phenomenon has emerged as a rapidly growing interactive marketing strategy, particularly effective in engaging Generation Z, who are highly responsive to visual content and digital interaction. This study aims to analyze the role of live shopping in enhancing consumer trust among Generation Z using a qualitative approach with a case study method. The case study focuses on the Shopee Live platform, examining the behavior of Generation Z consumers in Jakarta. Data was collected through a quantitative survey of 250 Generation Z respondents in Indonesia. The findings indicate that live shopping contributes to building trust through three key aspects: two-way communication between the host and viewers, real-time product transparency, and an authentic shopping experience that is difficult to replicate through conventional methods. Additionally, the credibility of the host and the interactive atmosphere during live sessions play a crucial role in shaping loyalty and positive brand perception. These findings offer insights for e-commerce practitioners to optimize live shopping as a strategic tool for fostering sustainable consumer trust.]]>
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