UPAYA PENGUATAN BRAND TRUST LIPSTIK WARDAH DI PLATFORM TIKTOK LIVE PADA GENERASI Z
Abstract
The purpose of this study is to analyze the influence of Customer Experience, Live Streaming, and Influencer Credibility on Brand Trust of Generation Z Wardah lipstick users through TikTok Live. This study uses a quantitative method, with data obtained from 170 Generation Z respondents in Semarang who have watched and interacted directly with the Wardah brand through TikTok live. Data analysis uses the PLS-SEM technique processed using SmartPLS 4 software. The results show that the three independent variables, namely Customer Experience, Live Streaming, and Influencer Credibility, have a positive and significant effect on Brand Trust. This shows that a pleasant Customer Experience, authentic and interactive interactions through live broadcasts, and the credibility of influencers who have similar expertise and values to the audience, can increase consumer trust in the Wardah brand.
References
Aenaya, A. S., & Sulhaini, S. (2024). The Impact of Influencer Credibility, Brand Originality Image, and Price Consciousness on Consumer Trust in Local Beauty Products. JOURNAL OF ECONOMICS, FINANCE AND MANAGEMENT STUDIES, 07(01). https://doi.org/10.47191/jefms/v7-i1-33
Ahmad, F., Mustafa, K., Hamid, S. A. R., Khawaja, K. F., Zada, S., Jamil, S., Qaisar, M. N., Vega-Muñoz, A., Contreras-Barraza, N., & Anwer, N. (2022). Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation. Frontiers in Psychology, 13(July), 1–15. https://doi.org/10.3389/fpsyg.2022.897851
Ayesha, S., & Muchtar, M. (2025). Pengaruh Customer Experience, Brand Trust Dan Perceived Value Dalam Menciptakan Customer Loyalty Di Era Digital Pada E-Commerce Shopee. Paradoks : Jurnal Ilmu Ekonomi, 8(2), 963–974. https://doi.org/10.57178/paradoks.v8i2.1257
Ayuanti & Natalie. (2023). Pengaruh Electronic Word of Mouth Dan Customer Experience. 1. https://doi.org/https://doi.org/10.54066/jurma.v1i4.1038
Azizah, N. N. N. (2025). Pengaruh Live Streaming dan Media Social dalam Meningkatkan Kepercayaan Merek dan Keterlibatan Pelanggan terhadap Keputusan Pembelian Ulang Produk Skincare. Innovative: Journal Of Social Science Research, 5, 3759–3771. https://doi.org/https://doi.org/10.31004/innovative.v5i1.17045
Chen, H., & Tedjakusuma, A. P. (2025). The role of streamer and live streaming characteristics in driving customer value and engagement. https://doi.org/10.1108/TQM-12-2024-0497
Cho, E., Kim, K., & Bouvier, L. (2025). The influence of virtual influencers ’ credibility and self-congruity on fashion brand perception and purchase intention. https://doi.org/10.1108/JFMM-07-2024-0280
Çi, E. (2024). Understanding virtual customer experience : a systematic analysis of immersive technology applications. https://doi.org/10.1108/JRIM-11-2024-0526
Coutinho, M. F., Dias, Á. L., & Pereira, L. F. (2023). CREDIBILITY OF SOCIAL MEDIA INFLUENCERS: IMPACT ON PURCHASE INTENTION. Human Technology, 19(2), 220–237. https://doi.org/10.14254/1795-6889.2023.19-2.5
Deng, Y., & Wang, X. (2025). How does brand authenticity influence brand loyalty ? Exploring the roles of brand attachment and brand trust. 37(5), 1255–1279. https://doi.org/10.1108/APJML-06-2024-0782
Desi, W., Pramesti, A., Aqmala, D., Kadarningsih, A., & Oktoriza, L. A. (2025). Peran Influencer Marketing , Brand Awareness Dan Kualitas Produk Terhadap Keputusan Pembelian Lipcream Wardah. 5(2), 160–172. https://doi.org/https://doi.org/10.51903/dinamika.v4i2
Djayanto, T. A. (2021). Pengaruh Customer Experience Terhadap Customer Loyalty Pada Aplikasi Grab-Food Dengan Brand Trust Sebagai Intervening …. Jurnal Strategi Pemasaran, 9(2018), 1–12. https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/11934%0Ahttps://publication.petra.ac.id/index.php/manajemen-pemasaran/article/download/11934/10516
Fitri Andriyani, Syofian Syofian, & Arifah Hidayati. (2025). Pengaruh Influencer Credibility, Customer Experience dan Customer Loyalty Terhadap Brand Trust (Potato Kriwil) di Kota Bengkulu. Jurnal Visi Manajemen, 11(3Fitri Andriyani, Syofian Syofian, Arifah Hidayati. (2025). Pengaruh Influencer Credibility, Customer Experience dan Customer Loyalty Terhadap Brand Trust (Potato Kriwil) di Kota Bengkulu. Jurnal Visi Manajemen, 11(3), 01–27. https://doi.org/10.56910/jv), 01–27. https://doi.org/10.56910/jvm.v11i3.716
Fuadi, D. K., & Padmantyo, S. (2024). PENGARUH BRAND CREDIBILITY, INFLUENCER CREDIBILITY DAN BRAND EXPERIENCE TERHADAP KEPUTUSAN MEMBELI DENGAN MEDIASI BRAND ATTITUDE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 976–993. https://doi.org/10.31955/mea.v8i2.4102
Gahler, M., Klein, J. F., & Paul, M. (2023). Customer Experience: Conceptualization, Measurement, and Application in Omnichannel Environments. Journal of Service Research, 26(2), 191–211. https://doi.org/10.1177/10946705221126590
Gui, Y., & Huang, L. (2025). Willingness to share , comment , like : mediating role of influencer credibility and parasocial relationship in gratifying Generation Z follower needs. November. https://doi.org/10.1108/YC-01-2025-2385
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Haryanto, A. T. (2024). APJII: Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. https://inet.detik.com/cyberlife/d-7169749/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang
Hasanah, U., Burhan, U., Manajemen, P. S., Ekonomi, F., Gresik, U., & Info, A. (2025). Prestise Word of Mouth, Perceived Quality dan Customer Experience Terhadap Brand Trust. 3(1), 16–28.
Hermes, A., & Riedl, R. (2021). Dimensions of Retail Customer Experience and Its Outcomes: A Literature Review and Directions for Future Research. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 12783 LNCS(July), 71–89. https://doi.org/10.1007/978-3-030-77750-0_5
Huwaida, L. A., Yusuf, A., Satria, A. N., Darmawan, M. A., Ammar, M. F., Yanuar, M. W., Hidayanto, A. N., & Yaiprasert, C. (2024). Generation Z and Indonesian Social Commerce: Unraveling key drivers of their shopping decisions. Journal of Open Innovation: Technology, Market, and Complexity, 10(2), 100256. https://doi.org/10.1016/j.joitmc.2024.100256
Iswenda, B. A. (2025). Indonesia Jadi Negara dengan GMV TikTok Shop Terbesar Ke-2 di Dunia. https://goodstats.id/article/indonesia-menjadi-negara-dengan-gmv-tiktok-shop-terbesar-kedua-di-dunia-ul0hi
Kemeç, U., & Kaya, H. F. (2021). The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. https://orcid.org/0000-
Koladata. (2025). Pendapatan Dan Tingkat Pertumbuhan Pada Kategori Lipstik Dalam 30 Hari Terakhir. https://www.kalodata.com/product
Kumar, K. L., Venugopal, P., Devi, S. A., Aswinipriya, S., & Rao, C. V. (2023). Instagram Influencers Credibility Dimensions and Purchase Intention of Followers : Empirical Evidence. 11(1), 12–24. https://doi.org/10.11114/smc.v11i1.5705
Lestari, I. W. (2025). Daftar E-commerce Paling Sering Diakses 2025, Shopee Masih Juara. Goodstats.Id. https://goodstats.id/article/e-commerce-paling-sering-diakses-2025-shopee-masih-juara-wyZqk
Li, W., Cujilema, S., Hu, L., & Xie, G. (2025). How Social Scene Characteristics Affect Customers’ Purchase Intention: The Role of Trust and Privacy Concerns in Live Streaming Commerce. Journal of Theoretical and Applied Electronic Commerce Research , 20(2). https://doi.org/10.3390/jtaer20020085
Liu, X., & Zhang, L. (2024). Impacts of different interactive elements on consumers’ purchase intention in live streaming e-commerce. PLoS ONE, 19(12), 1–20. https://doi.org/10.1371/journal.pone.0315731
Maharani, I. P. D., Prawitasari, D., Anomsari, A., & Haziroh, A. L. (2025). Pengaruh Kualitas Pelayanan, Harga, dan Kepercayaan Terhadap LoyalitasKonsumen Pada Alfamart H385- Supriyadi Semarang. 11, 42–54. https://doi.org/https://jurnal.peneliti.net/index.php/JIWP/article/view/10016
Monfort, A., López-Vázquez, B., & Sebastián-Morillas, A. (2025). Building trust in sustainable brands: Revisiting perceived value, satisfaction, customer service, and brand image. Sustainable Technology and Entrepreneurship, 4(3). https://doi.org/10.1016/j.stae.2025.100105
Ningsih, E. P., & Sedayu, A. (2024). Pengaruh Citra Merek, Kualitas Produk, Dan Kepercayaan Merek Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Pada Pelanggan Aqua Galon Di Kota Semarang). 3(1), 64–80. https://doi.org/https://doi.org/10.33633/jekobs.v3i1.10186
Pambudi, M. I., Wijaya, S., & Jaolis, F. (2023). Content Value Versus Influencer Credibility: What Matters More for Followers’ Trust and Behavioral Intention Towards Collaborative Brands? Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-008-4_102
Permatasari, P., & Pakpahan, A. K. (2025). DAMPAK KREDIBILITAS INFLUENCER TERHADAP LOYALITAS MEREK FASHION LOKAL DI INDONESIA. Oktober, 5(2), 559–570. https://doi.org/10.25105/jet.v5i2.23180
Putri Nadila, Juninda Rahmaida Saragih, Fitrianingsih, & Bobby Hartanto. (2024). Pengaruh Citra Merek dan Kredibilitas Influencer Terhadap Keputusan Pembelian dengan Kepercayaan Merek Sebagai Variabel Intervening pada Followers Instagram Kosmetik Emina. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(8), 6147–6164. https://doi.org/10.47467/alkharaj.v6i8.4369
Ramanda, N. E., & Aqmala, D. (2023). Upaya Peningkatan Pembelian Impulsive Melalui Penguatan Konsumen Pada Tiktok Shop Live Streaming. 3(2), 109–123. https://doi.org/https://doi.org/10.51903/dinamika.v3i2.385
Rizky, R., Nugroho, D., Anomsari, A., Ayu, R., Rizkia, A., Sari, P., & Farida, I. (2025). Customer Satisfaction Sebagai Variabel Moderasi Hubungan Customer Experience Dan Customer Value Terhadap Customer Loyalty Pada Produk Parfum Saff & Co Di Tiktok Shop. 14(01), 140–153. https://doi.org/https://doi.org/10.31959/jm.v14i1.2823
Sofia Sofia, & Fitria Ridhaningsih. (2025). The Influence of E-Wom, Live Streaming, and Influencer Marketing on Repurchase Intention of Skincare in Tiktok Shop Through Brand Trust (Consumer Study) Skintific in Padang City). International Journal of Economics and Management Research, 4(1), 288–302. https://doi.org/10.55606/ijemr.v4i1.314
Tang, X., Li, X., & Hao, Z. (2025). Examining the neural mechanisms of live-streaming visual perspectives on consumer purchasing behavior. May. https://doi.org/10.1108/JCM-11-2024-7342
Tjipto, J. D., & Keni, K. (2025). Generating Purchase Intentions Through Live Streaming and Social Influence : Brand Trust as a Mediator Pembangkitan Intensi Membeli Melalui Live Streaming dan Pengaruh Sosial : Kepercayaan Merek sebagai Mediator. 84–102. https://doi.org/http://dx.doi.org/10.24912/jk.v17i1.31018
Ahmad, F., Mustafa, K., Hamid, S. A. R., Khawaja, K. F., Zada, S., Jamil, S., Qaisar, M. N., Vega-Muñoz, A., Contreras-Barraza, N., & Anwer, N. (2022). Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation. Frontiers in Psychology, 13(July), 1–15. https://doi.org/10.3389/fpsyg.2022.897851
Ayesha, S., & Muchtar, M. (2025). Pengaruh Customer Experience, Brand Trust Dan Perceived Value Dalam Menciptakan Customer Loyalty Di Era Digital Pada E-Commerce Shopee. Paradoks : Jurnal Ilmu Ekonomi, 8(2), 963–974. https://doi.org/10.57178/paradoks.v8i2.1257
Ayuanti & Natalie. (2023). Pengaruh Electronic Word of Mouth Dan Customer Experience. 1. https://doi.org/https://doi.org/10.54066/jurma.v1i4.1038
Azizah, N. N. N. (2025). Pengaruh Live Streaming dan Media Social dalam Meningkatkan Kepercayaan Merek dan Keterlibatan Pelanggan terhadap Keputusan Pembelian Ulang Produk Skincare. Innovative: Journal Of Social Science Research, 5, 3759–3771. https://doi.org/https://doi.org/10.31004/innovative.v5i1.17045
Chen, H., & Tedjakusuma, A. P. (2025). The role of streamer and live streaming characteristics in driving customer value and engagement. https://doi.org/10.1108/TQM-12-2024-0497
Cho, E., Kim, K., & Bouvier, L. (2025). The influence of virtual influencers ’ credibility and self-congruity on fashion brand perception and purchase intention. https://doi.org/10.1108/JFMM-07-2024-0280
Çi, E. (2024). Understanding virtual customer experience : a systematic analysis of immersive technology applications. https://doi.org/10.1108/JRIM-11-2024-0526
Coutinho, M. F., Dias, Á. L., & Pereira, L. F. (2023). CREDIBILITY OF SOCIAL MEDIA INFLUENCERS: IMPACT ON PURCHASE INTENTION. Human Technology, 19(2), 220–237. https://doi.org/10.14254/1795-6889.2023.19-2.5
Deng, Y., & Wang, X. (2025). How does brand authenticity influence brand loyalty ? Exploring the roles of brand attachment and brand trust. 37(5), 1255–1279. https://doi.org/10.1108/APJML-06-2024-0782
Desi, W., Pramesti, A., Aqmala, D., Kadarningsih, A., & Oktoriza, L. A. (2025). Peran Influencer Marketing , Brand Awareness Dan Kualitas Produk Terhadap Keputusan Pembelian Lipcream Wardah. 5(2), 160–172. https://doi.org/https://doi.org/10.51903/dinamika.v4i2
Djayanto, T. A. (2021). Pengaruh Customer Experience Terhadap Customer Loyalty Pada Aplikasi Grab-Food Dengan Brand Trust Sebagai Intervening …. Jurnal Strategi Pemasaran, 9(2018), 1–12. https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/11934%0Ahttps://publication.petra.ac.id/index.php/manajemen-pemasaran/article/download/11934/10516
Fitri Andriyani, Syofian Syofian, & Arifah Hidayati. (2025). Pengaruh Influencer Credibility, Customer Experience dan Customer Loyalty Terhadap Brand Trust (Potato Kriwil) di Kota Bengkulu. Jurnal Visi Manajemen, 11(3Fitri Andriyani, Syofian Syofian, Arifah Hidayati. (2025). Pengaruh Influencer Credibility, Customer Experience dan Customer Loyalty Terhadap Brand Trust (Potato Kriwil) di Kota Bengkulu. Jurnal Visi Manajemen, 11(3), 01–27. https://doi.org/10.56910/jv), 01–27. https://doi.org/10.56910/jvm.v11i3.716
Fuadi, D. K., & Padmantyo, S. (2024). PENGARUH BRAND CREDIBILITY, INFLUENCER CREDIBILITY DAN BRAND EXPERIENCE TERHADAP KEPUTUSAN MEMBELI DENGAN MEDIASI BRAND ATTITUDE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 976–993. https://doi.org/10.31955/mea.v8i2.4102
Gahler, M., Klein, J. F., & Paul, M. (2023). Customer Experience: Conceptualization, Measurement, and Application in Omnichannel Environments. Journal of Service Research, 26(2), 191–211. https://doi.org/10.1177/10946705221126590
Gui, Y., & Huang, L. (2025). Willingness to share , comment , like : mediating role of influencer credibility and parasocial relationship in gratifying Generation Z follower needs. November. https://doi.org/10.1108/YC-01-2025-2385
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Haryanto, A. T. (2024). APJII: Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. https://inet.detik.com/cyberlife/d-7169749/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang
Hasanah, U., Burhan, U., Manajemen, P. S., Ekonomi, F., Gresik, U., & Info, A. (2025). Prestise Word of Mouth, Perceived Quality dan Customer Experience Terhadap Brand Trust. 3(1), 16–28.
Hermes, A., & Riedl, R. (2021). Dimensions of Retail Customer Experience and Its Outcomes: A Literature Review and Directions for Future Research. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 12783 LNCS(July), 71–89. https://doi.org/10.1007/978-3-030-77750-0_5
Huwaida, L. A., Yusuf, A., Satria, A. N., Darmawan, M. A., Ammar, M. F., Yanuar, M. W., Hidayanto, A. N., & Yaiprasert, C. (2024). Generation Z and Indonesian Social Commerce: Unraveling key drivers of their shopping decisions. Journal of Open Innovation: Technology, Market, and Complexity, 10(2), 100256. https://doi.org/10.1016/j.joitmc.2024.100256
Iswenda, B. A. (2025). Indonesia Jadi Negara dengan GMV TikTok Shop Terbesar Ke-2 di Dunia. https://goodstats.id/article/indonesia-menjadi-negara-dengan-gmv-tiktok-shop-terbesar-kedua-di-dunia-ul0hi
Kemeç, U., & Kaya, H. F. (2021). The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. https://orcid.org/0000-
Koladata. (2025). Pendapatan Dan Tingkat Pertumbuhan Pada Kategori Lipstik Dalam 30 Hari Terakhir. https://www.kalodata.com/product
Kumar, K. L., Venugopal, P., Devi, S. A., Aswinipriya, S., & Rao, C. V. (2023). Instagram Influencers Credibility Dimensions and Purchase Intention of Followers : Empirical Evidence. 11(1), 12–24. https://doi.org/10.11114/smc.v11i1.5705
Lestari, I. W. (2025). Daftar E-commerce Paling Sering Diakses 2025, Shopee Masih Juara. Goodstats.Id. https://goodstats.id/article/e-commerce-paling-sering-diakses-2025-shopee-masih-juara-wyZqk
Li, W., Cujilema, S., Hu, L., & Xie, G. (2025). How Social Scene Characteristics Affect Customers’ Purchase Intention: The Role of Trust and Privacy Concerns in Live Streaming Commerce. Journal of Theoretical and Applied Electronic Commerce Research , 20(2). https://doi.org/10.3390/jtaer20020085
Liu, X., & Zhang, L. (2024). Impacts of different interactive elements on consumers’ purchase intention in live streaming e-commerce. PLoS ONE, 19(12), 1–20. https://doi.org/10.1371/journal.pone.0315731
Maharani, I. P. D., Prawitasari, D., Anomsari, A., & Haziroh, A. L. (2025). Pengaruh Kualitas Pelayanan, Harga, dan Kepercayaan Terhadap LoyalitasKonsumen Pada Alfamart H385- Supriyadi Semarang. 11, 42–54. https://doi.org/https://jurnal.peneliti.net/index.php/JIWP/article/view/10016
Monfort, A., López-Vázquez, B., & Sebastián-Morillas, A. (2025). Building trust in sustainable brands: Revisiting perceived value, satisfaction, customer service, and brand image. Sustainable Technology and Entrepreneurship, 4(3). https://doi.org/10.1016/j.stae.2025.100105
Ningsih, E. P., & Sedayu, A. (2024). Pengaruh Citra Merek, Kualitas Produk, Dan Kepercayaan Merek Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Pada Pelanggan Aqua Galon Di Kota Semarang). 3(1), 64–80. https://doi.org/https://doi.org/10.33633/jekobs.v3i1.10186
Pambudi, M. I., Wijaya, S., & Jaolis, F. (2023). Content Value Versus Influencer Credibility: What Matters More for Followers’ Trust and Behavioral Intention Towards Collaborative Brands? Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-008-4_102
Permatasari, P., & Pakpahan, A. K. (2025). DAMPAK KREDIBILITAS INFLUENCER TERHADAP LOYALITAS MEREK FASHION LOKAL DI INDONESIA. Oktober, 5(2), 559–570. https://doi.org/10.25105/jet.v5i2.23180
Putri Nadila, Juninda Rahmaida Saragih, Fitrianingsih, & Bobby Hartanto. (2024). Pengaruh Citra Merek dan Kredibilitas Influencer Terhadap Keputusan Pembelian dengan Kepercayaan Merek Sebagai Variabel Intervening pada Followers Instagram Kosmetik Emina. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(8), 6147–6164. https://doi.org/10.47467/alkharaj.v6i8.4369
Ramanda, N. E., & Aqmala, D. (2023). Upaya Peningkatan Pembelian Impulsive Melalui Penguatan Konsumen Pada Tiktok Shop Live Streaming. 3(2), 109–123. https://doi.org/https://doi.org/10.51903/dinamika.v3i2.385
Rizky, R., Nugroho, D., Anomsari, A., Ayu, R., Rizkia, A., Sari, P., & Farida, I. (2025). Customer Satisfaction Sebagai Variabel Moderasi Hubungan Customer Experience Dan Customer Value Terhadap Customer Loyalty Pada Produk Parfum Saff & Co Di Tiktok Shop. 14(01), 140–153. https://doi.org/https://doi.org/10.31959/jm.v14i1.2823
Sofia Sofia, & Fitria Ridhaningsih. (2025). The Influence of E-Wom, Live Streaming, and Influencer Marketing on Repurchase Intention of Skincare in Tiktok Shop Through Brand Trust (Consumer Study) Skintific in Padang City). International Journal of Economics and Management Research, 4(1), 288–302. https://doi.org/10.55606/ijemr.v4i1.314
Tang, X., Li, X., & Hao, Z. (2025). Examining the neural mechanisms of live-streaming visual perspectives on consumer purchasing behavior. May. https://doi.org/10.1108/JCM-11-2024-7342
Tjipto, J. D., & Keni, K. (2025). Generating Purchase Intentions Through Live Streaming and Social Influence : Brand Trust as a Mediator Pembangkitan Intensi Membeli Melalui Live Streaming dan Pengaruh Sosial : Kepercayaan Merek sebagai Mediator. 84–102. https://doi.org/http://dx.doi.org/10.24912/jk.v17i1.31018
Published
2026-03-08
How to Cite
Defani, A. N., Aqmala, D., Anomsari, A., & Haziroh, A. L. (2026). UPAYA PENGUATAN BRAND TRUST LIPSTIK WARDAH DI PLATFORM TIKTOK LIVE PADA GENERASI Z. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 1369-1395. https://doi.org/10.31955/mea.v10i1.7018
Section
Articles
Copyright (c) 2026 Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
