The Role of Trust and Interaction in Tiktok Live and Shopee Live Live Live Shopping for Generation-Z Consumer Purchasing Interests

Authors

  • Nuzhuliya Mega Avifa Program Studi Ekonomi Syariah, Fakultas Keislaman, Universitas Trunojoyo Madura
  • Elisa Tri Rahayu Program Studi Ekonomi Syariah, Fakultas Keislaman, Universitas Trunojoyo Madura
  • Putri Firda Febrianti Program Studi Ekonomi Syariah, Fakultas Keislaman, Universitas Trunojoyo Madura
  • Bilal Kautsar Setiabudi Program Studi Ekonomi Syariah, Fakultas Keislaman, Universitas Trunojoyo Madura
  • Musleh Musleh Program Studi Ekonomi Syariah, Fakultas Keislaman, Universitas Trunojoyo Madura
  • Hawa Gazani Program Studi Ekonomi Syariah, Fakultas Keislaman, Universitas Trunojoyo Madura

DOI:

https://doi.org/10.61166/regulate.v2i3.66

Keywords:

Trust, Interaction, Live Shopping, TikTok Live, Shopee Live, Generation Z

Abstract

The development of digital technology has significantly changed the way people shop, especially Generation Z, who grew up in the digital age. One popular new trend is live shopping on TikTok Live and Shopee Live. This feature combines direct interaction between sellers and buyers with entertainment, making shopping more exciting and engaging. This study examined how trust and interaction influence Generation Z's interest in live shopping. The method used was interviews with several individuals who met the research criteria. The results showed that trust is a key factor, emerging from the host's credibility, the authenticity of the content, and the platform's reputation. Live interaction makes the shopping experience more personal, enjoyable, and reassuring. TikTok Live tends to encourage spontaneous purchases due to its entertainment concept, while Shopee Live supports planned purchases through detailed product information and attractive promotions.

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Published

2025-10-06

How to Cite

Nuzhuliya Mega Avifa, Elisa Tri Rahayu, Putri Firda Febrianti, Bilal Kautsar Setiabudi, Musleh, M., & Hawa Gazani. (2025). The Role of Trust and Interaction in Tiktok Live and Shopee Live Live Live Shopping for Generation-Z Consumer Purchasing Interests. Regulate: Jurnal Ilmu Pendidikan, Hukum Dan Bisnis, 2(3), 212–218. https://doi.org/10.61166/regulate.v2i3.66

Issue

Vol. 2 No. 3 (2025)

Section

Articles

License

Copyright (c) 2025 Nuzhuliya Mega Avifa, Elisa Tri Rahayu, Putri Firda Febrianti, Bilal Kautsar Setiabudi, Musleh Musleh, Hawa Gazani

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This work is licensed under a Creative Commons Attribution 4.0 International License.