The Role of Perceived Value in Building Consumer Trust and Repurchase Intention on TikTok Live Streaming in Indonesia

Ghina Erza Fortuna; Roslina Roslina; Yuniarti Fihartini

doi:10.55927/ajabm.v4i2.230

Authors

Ghina Erza Fortuna University of Lampung
Roslina Roslina University of Lampung
Yuniarti Fihartini University of Lampung

DOI:

https://doi.org/10.55927/ajabm.v4i2.230

Keywords:

Perceived Value, Consumer Trust, Repurchase Intention, Live Streaming, TikTok

Abstract

This study explores how perceived value influences consumer trust and repurchase intention in TikTok live streaming commerce in Indonesia. As live streaming becomes a popular method for online shopping, understanding what drives consumer loyalty is essential. Using a quantitative approach with data from 290 respondents, the research applies Structural Equation Modeling (SEM) to examine relationships between utilitarian, hedonic, and social values, trust in streamers and products, and repurchase intentions. Results show that all three value dimensions significantly enhance trust in both streamers and products. In turn, trust strongly drives consumers' intentions to repurchase. Perceived value also directly affects repurchase intention, emphasizing its role in consumer decision-making. The findings suggest that TikTok sellers and influencers should focus on improving product authenticity, entertainment, and social interaction to build trust and encourage loyalty. This study provides useful insights for businesses and researchers looking to understand consumer behavior in the growing field of social commerce.

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