Pengaruh Interaksi Livestreaming dan Ifluencer terhadap Brand Engagement Generasi Z pada Produk Fashion di Tiktok

Debiandyta Lesmana (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Febriyani Muti (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)
Ria Aulia (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang)

JEBD
Vol. 4 No. 2 (2026): Oktober - Desember

This research examines how livestreaming interaction and influencers affect brand engagement among Generation Z consumers of fashion products on TikTok. A quantitative research method was applied, involving 80 respondents. The required information was obtained through questionnaires and processed using multiple linear regression analysis with SPSS. The results reveal that livestreaming interaction positively and significantly affects brand engagement, as shown by a significance level of 0.039. Influencers also demonstrate a positive and significant influence, with a significance value below 0.001. Furthermore, both variables jointly contribute significantly to brand engagement, with an F-statistic of 30.451 and a significance level below 0.001. The R-square value of 0.442 indicates that livestreaming interaction and influencers account for 44.2% of brand engagement variation, while the remaining 55.8% is associated with other factors not examined in this study. These results highlight the importance of interactive live broadcasts and the role of influencers in encouraging Generation Z to become more involved with fashion brands on TikTok.