Pengaruh Trust terhadap Online Purchase Decision melalui Customer Engagement pada Live Streaming Akun Tiktok @Dadahaphone Service

This research aims to analyze the effect of trust on online purchase decisions through customer engagement as a mediating variable on the TikTok live streaming account @dadahaphoneservice. The background of this study is the phenomenon of fluctuating and declining sales of affiliate products despite the account's active 24-hour live streaming and high viewer traffic, which indicates a gap in converting viewers into actual buyers. This study uses a quantitative method with descriptive and verificative approaches. Data was collected through questionnaires distributed to 385 respondents who are followers and have watched the live streaming of @dadahaphoneservice, determined using the Cochran formula and non-probability sampling technique. The collected data was then analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS) via SmartPLS software. The results show that Trust has a positive and significant direct effect on Online Purchase Decisions. Trust also has a positive and significant effect on Customer Engagement. Furthermore, Customer Engagement has a positive and significant effect on Online Purchase Decisions. Finally, the specific indirect effect analysis proves that Customer Engagement partially mediates the relationship between Trust and Online Purchase Decisions. The findings underscore that building and maintaining consumer trust throughout live-streaming sessions is essential because it encourages active customer engagement and, in turn, strengthens consumers’ final online purchase decisions.