Abstract:
The growth of internet users encourages tech companies to increase the advance of
social applications including TikTok. The emerge of large user in Indonesia of
TikTok platform evolved TikTok from social media to social commerce releasing
marketing program of Shoppable Video, Live Shopping Streaming, and Affiliate
Marketing. This research aims to analyze these marketing program on variable
Customer Trust and Purchase Intention. Researcher used quantitative descriptive
method using SmartPLS to analyze data with total of 153 user respondents, located
in Indonesia, TikTok user, and member of Generation Z within age from 11-26
years old. The result of the study finds that shoppable video and live shopping
streaming has significant influence toward customer trust meanwhile affiliate
marketing has no significant influence. Furthermore, shoppable video and live
shopping streaming has no significant influence toward purchase intention,
however affiliate marketing and customer trust has significant influence toward
purchase intention.
