Pengaruh Sosial Media Marketing Activities dan Live Streaming terhadap Keputusan Pembelian Melalui Customer Trust Produk Sunscreen
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Abstract
Perkembangan social commerce melalui aplikasi tiktok memberikan peluang bagi perusahaan untuk meningkatkan keputusan pembelian melalui aktivitas pemasaran media sosial dan live streaming. Penelitian ini bertujuan menganalisis pengaruh social media marketing activities dan live streaming terhadap keputusan pembelian melalui customer trust pada konsumen sunscreen Hanasui di tiktok. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 100 responden yang pernah membeli produk sunscreen Hanasui melalui tiktok Shop. Data dikumpulkan menggunakan kuesioner dengan skala Likert empat poin dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa social media marketing activities dan live streaming berpengaruh positif dan signifikan terhadap customer trust. Customer trust dan live streaming berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan social media marketing activities tidak berpengaruh signifikan secara langsung terhadap keputusan pembelian. Customer trust terbukti memediasi pengaruh social media marketing activities dan live streaming terhadap keputusan pembelian. Penelitian ini berkontribusi dalam memperkuat pemahaman mengenai peran kepercayaan dalam pemasaran digital. Perusahaan disarankan mengoptimalkan konten media sosial yang informatif dan interaktif serta live streaming yang komunikatif untuk meningkatkan kepercayaan dan keputusan pembelian.
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