Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengetahui penyebab menurunnya Purchase Intention yang diduga dipengaruhi oleh Customer Trust dan Customer Engagement pada Live Streaming Shopping Attribute pada Tiktok Shop. Penelitian ini dilakukan di Universitas Syiah Kuala. Data diperoleh melalui survey terhadap 203 orang sebagai sampel yang mewakili populasi, penelitian ini menggunakan kuesioner sebagai instrument pengumpulan data. Teknik sampel yang digunakan Probability Sampling dengan teknik Stratified Random Sampling. SEM AMOS di gunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel yang terlibat. Hasil penelitian menunjukkan bahwa Live Streaming Shopping Attribute, Customer Trust, Customer Engagement dan Purchase Intention Sudah Baik, kemudian Live Streaming Shopping Attribute terhadap Customer Trust dinyatakan Signifikan, Live Streaming Shopping Attribute terhadap Customer Engagement dinyatakan tidak Signifikan, Customer Trust terhadap Customer Engagement dinyatakan Signifikan, Customer Trust terhadap Purchase Intention dinyatakan Signifikan, Customer Engagement terhadap Purchase Intention dinyatakan Signifikan, Live Streaming Shopping Attribute terhadap Purchase Intention dinyatakan Tidak Signifikan, dan pengujian mediasi yaitu Customer Trust tidak berperan sebagai mediasi pada Live Streaming Shopping Attribute terhadap Purchase Inetention dinyatakan No mediating, kemudian Customer Engagement dinyatakan berpengaruh sebagai mediasi pada Live Streaming Shopping Atribute Purchase Inetention dinyatakan Full mediating dan pengujian serial mediasi yaitu Customer Trust dan Customer Engagement pada Live Streaming Shopping Attribute terhadap Purchase Intention dinyatakan Full mediating

Kata kunci: Purchase Intention, Live Streaming Shopping Attribute (LSSA) Customer Trust, Customer Engagement.

This study aims to find out the causes of the decrease in Purchase Intention which is thought to be influenced by Customer Trust and Customer Engagement on Live Streaming Shopping Attributes at the Tiktok Shop. This research was conducted at the University of Syiah Kuala. The data was obtained through a survey of 203 people as a sample representing the population. This study uses a questionnaire as a data collection instrument. The sampling technique used is probability sampling with stratified random sampling technique. AMOS SEM is used as an analytical method to determine the effect of the variables involved. The results showed that the Live Streaming Shopping Attribute, Customer Trust, Customer Engagement and Purchase Intentions were stated to be Good, then the Live Streaming Shopping Attribute for Customer Trust was stated to be Significant, the Live Streaming Shopping Attribute for Customer Engagement was stated to be Not Significant, Customer Trust to Customer Engagement was stated to be stated Significant, Customer Trust on Purchase Intention is stated as Significant, Customer Engagement on Purchase Intention is stated as Significant, Live Streaming Shopping Attribute for Purchase Intention is stated as Not Significant, and changes in mediation namely Customer Trust does not apply mediation on Live Streaming Shopping Attribute for Purchase Intention is stated No mediation, then Customer Engagement is declared influential as mediation on Live Streaming Shopping Attribute on Purchase Intention is declared Full mediation and serial mediation tests namely Customer Trust and Customer Engagement on Live Streaming Shopping Attribute on Purchase Intention is declared Full mediation. Key words: Purchase Intention, Live Streaming Shopping Attribute (LSSA) Customer Trust, Customer Engagement.